The Chinese automotive market is currently undergoing a phase of intense competition, often referred to as "involution." As a result, numerous car manufacturers are highlighting their global positioning and backing it up with tangible actionsOne significant move in this regard was made by Xpeng Motors, which on February 22, announced the shipment of the first batch of 300 right-hand drive X9 vehicles to global markets, particularly targeting Southeast Asia, with Thailand as a key destinationThis is emblematic of the increasing trend among Chinese car companies, which are actively seeking opportunities beyond their domestic market.

Xpeng's Vice Chairman and Co-President, Gu Hongdi, conveyed that while the current penetration of electric vehicles (EVs) in the ASEAN region is still relatively low, the market is exhibiting rapid growthHe expressed confidence that new products could swiftly gain acceptance, thereby positioning ASEAN as a core market in the futureThis sentiment underscores a broader shift as manufacturers adapt to dynamic market conditions around the globe.

Xpeng has been pursuing a globalization strategy since it first shipped 100 units of its G3 model to Europe in 2020. Over the past five years, the company has navigated through an era that has seen the dramatic rise of Chinese automobile exportsAccording to the China Association of Automobile Manufacturers, last year, the country exported a staggering 4.955 million passenger vehicles, marking a 19.7% year-over-year increaseThis sales volume reinforces a trend: while internal combustion engine (ICE) vehicles still dominate, the growing export figures of new energy vehicles (NEVs), which surpassed one million units, indicate a shift worth noting.

Among the nearly five million vehicle exports, companies like Xpeng and BYD are rapidly gaining traction in NEVs, capitalizing on emerging markets with great potentialBy the end of last year, Xpeng's overseas sales accounted for approximately 24,000 units, representing 13% of its annual sales

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Although this figure pales in comparison to longstanding competitors like Chery, Geely, and BYD, Xpeng has emerged as a benchmark among new entrants, boasting the highest export figures for Chinese brands entering high-end EV markets and setting records for delivery numbers in Europe.

Notably, Xpeng has established itself as the first new energy vehicle brand to achieve deliveries exceeding ten thousand units globallyThe company has frequently topped sales charts in countries such as the Netherlands, Denmark, and Norway—regions noted for their commitment to sustainability and electric mobility.

This year, Xpeng aims to expand its footprint to 60 countries and regions and set up over 300 service outlets abroadBy 2027, the company is targeting a position among the top three global exporters of new energy vehicles, with plans to ensure that by 2033, half of its sales are derived from overseas marketsSuch ambitions reflect a clear strategy to leverage its innovative prowess on a global scale.

In a fiercely competitive environment, particularly as more firms venture abroad, the stakes are highXpeng is preparing comprehensively for this international push; enhancing infrastructure, such as establishing supercharging networks and deploying advanced intelligent driving technologies, is essentialOne major challenge for new entrants is the relatively underdeveloped infrastructure in many foreign marketsThe scarcity of charging stations can deter potential consumers interested in EV options.

Xpeng's strategy not only involves exporting vehicles but also rapidly developing its supercharging network abroadIn collaboration with major partners like Volkswagen and BP, Xpeng Chairman He Xiaopeng revealed that the supercharging network is set to expand into Hong Kong and Bangkok by the first half of 2025, establishing partnerships with local stakeholders for deeper integration with the market.

Transitioning from simply exporting "products" to sharing "charging technology" further accelerates Xpeng's global brand development

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By investing early in charging infrastructure and continuing brand enhancement, Xpeng is strategically positioning itself to capitalize on battery recharging technologies, preparing for a long-term competition landscape.

Addionally, Xpeng is looking to launch its autonomous driving technology abroadDuring a smart-driving conference last year, He Xiaopeng unveiled plans for a global rollout of Xpeng's "Turing AI Driving" technology by 2026, showcasing a decade's worth of Chinese expertise in intelligent driving at a global level.

He expressed hopes that the first experiences international owners have with Chinese EVs would emphasize their intelligent and technologically advanced featuresWhile it’s evident that Chinese automakers are striving to make smart driving a standard, many foreign consumers still view it as a noveltyFor instance, some users in Thailand have shared their excitement about the practical capabilities of their Chinese EVs, such as remotely activating air conditioning via an app—signifying that solutions to real-life challenges resonate well with consumers.

The journey of Xpeng is a microcosm of the broader advancement within the Chinese new energy vehicle sector—an evolution from merely "exporting products" to now sharing "technologies and ecosystems," akin to a multi-faceted approach rather than isolated effortsThe automotive industry is entering a crucial phase concerning the export of industrial chains and ecosystems.

However, the path to globalization is challengingAs companies like Xpeng expand rapidly, they must strike a balance between risk management and growthThey need to navigate away from commonly observed pitfalls in Chinese market competition, such as price wars, while remaining alert to geopolitical influences and potential trade barriersDespite various regions supporting electric vehicle policies, tariffs and regulatory measures have also become increasingly pronounced.

Currently, China is well into the second phase of its technological advances, but many international markets still rely heavily on ICE vehicles, with a limited number of EVs

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