The arrival of the XPeng electric car brand in the UK this year will mark the start of a measured and sustainable growth strategy for distributor International Motors and the franchisees it recruits into the Xpeng UK dealer network.
Its intention is certainly not to push cars into the EV market through massive discounting that could detract from the long-term attraction of XPeng’s premium technology and quality, IM’s managing director William Brown told Automotive Management.
The fleet, leasing and rental sectors, where profit is lower than in retail, currently receive most of the UK’s EV registrations, as established OEMs come under pressure to hit increasing targets set by the UK Government.
Brown is now recruiting “engaged and passionate” franchisees to fill an initial 20 sales points this year, plus some aftersales-only locations, as the G6 mid-size electric SUV will be the first model on sale to UK motorists this spring.
The XPeng G6 is expected to be priced up to 20% lower than its Tesla Model Y key rival, and Brown hopes that after appointing EV exponent retailers to represent the brand some 2,000 units will find UK customers before the year is over.
“We’re really excited about the opportunity that XPeng represents,” said Brown. “They’ve got a fantastic product lineup that we believe will resonate strongly with UK consumers, particularly as we approach the 2030 ban on new petrol and diesel car sales.”
A key selling point of the XPeng range is the advanced technology packed into the vehicles. “The battery performance, charging speeds and driver assistance features are all class-leading. And crucially, this technology translates into a great real-world driving experience.”
Longer-term, XPeng has an ambitious aim to become the “number one Chinese premium EV brand” in the UK. IM has been already considering which other XPeng models it will bring to the UK. It wants to start sales of the flagship X9 seven-seater here by the end of this year, in relatively low volume, and then in 2026 add a third model, the G9 large SUV.
Two more additions, also SUVs, will make a five car range for XPeng UK by the end of 2027.
Brown said: “We know we can’t compete with the legacy German brands in the short term, but we believe the XPeng brand and products are perfectly positioned to take that mantle as the market continues to evolve.”
Brown emphasised that XPeng will not be pursuing a “push” strategy of heavy discounting to gain market share, and as an EV-only brand the zero emissions mandate is not a challenge. “We’re not on a treadmill to hit sales targets at all costs. Our focus is on building long-term brand loyalty and residual values.”
“We don’t have to hit a 28% ZEV target, so we can take a more natural, demand-led approach,” he added.