There’s one other ‘premium’ Chinese language auto model in Australia

What’s a premium model, anyway?

Chinese language auto model Xpeng is the most recent to make use of the ‘p’ phrase, which has been utilized by manufacturers from Alfa Romeo to Jeep and thru to Zeekr.

“I believe with the standard of the automotive, it’s undoubtedly a premium model,” mentioned Jason Clarke, CEO of Xpeng’s Australian distributor TrueEV.

Mr Clarke describes Xpeng as a premium model regardless of its sole product in Australia so far, the G6 mid-size electrical SUV, undercutting rivals from Ford, Hyundai, Kia and others on worth. It begins at $54,800 earlier than on-road prices, greater than $20,000 lower than essentially the most inexpensive Hyundai Ioniq 5.

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“You’d have seen any variety of these kinds of brand name pyramids of automotive high quality in Chinese language EVs, and Xpeng is seen as a tech chief slash premium model,” he added.

Trade analyst Felipe Muñoz of JATO Dynamics not too long ago printed a chart detailing how he perceives the place a complete of 109 Chinese language auto manufacturers sit, itemizing Xpeng alongside Zeekr, BYD’s Fangchengbao (which provides autos which can be bought right here as Denzas), GWM’s Tank and SAIC Motor’s IM Motors within the ‘semi-premium’ model class.

These manufacturers, in Mr Muñoz’s eyes, sit beneath ‘premium’ manufacturers like Denza however above ‘tremendous mainstream’ manufacturers like BYD and Deepal.

Of the dozen-plus Chinese language manufacturers at the moment promoting autos in Australia, solely two others – Denza and Zeekr – have particularly referred to themselves as being premium manufacturers.

“I imagine Xpeng will thrive in most if not all markets due to their positioning. If it was the sake of ‘it is a low cost automotive of fine high quality’, I don’t suppose that’s sustainable and I don’t suppose that’s Xpeng,” mentioned Mr Clarke.

“I believe they’re very well-differentiated. Their product is status, but it surely’s so tech-focused.”

Whereas the G6 could undercut its mass-market rivals, Xpeng doesn’t promote any autos extra inexpensive than it – not like different Chinese language manufacturers corresponding to BYD, Chery and MG, which nonetheless provide fashions priced below $30,000, in addition to extra luxurious and costly autos.

When requested what kind of autos individuals had been buying and selling in for Xpengs in Australia, Mr Clarke mentioned: “We’ve had the whole lot from a newish Porsche Cayenne to a Californian Moke. That’s a reasonably good unfold.”