Xpeng Motor's focus on user experience over marketing
Updated 16:35, 19-Apr-2019
Global Business
["china"]
03:22
Chinese electric car startup Xpeng Motor is focused more on user experience rather than extravagant marketing campaigns, said the company's president Brian Gu at the Shanghai auto show. 
The company has chosen to prioritize value and efficiency over accelerating quickly. 
“So we don't have to focus on cutting the weight and getting the large batteries. We don't build large format expensive dealer in the showrooms. All of that help us cut down the cost. We focus on the segment that we believe will bring the value to customer, and also we want to use technology to achieve efficiency, ultimately bring down the cost as well,” Gu said.
input words

input words

Better cost control helps Xpeng be more competitive in in terms of margins, said Gu. As China cuts auto subsidies, some automakers who survive on the subsidies are likely to be gone. 
“A lot of companies do not have a differentiated product. They are cheaply enough because the subsidies can help them sell. But now without the help of subsidies, these players will not be able to sell their products competitively. And our market approach with product differentiation and smart intelligent differentiation of our models become more obvious to our consumers,” the president explained.
“So I think the long run, customers actually are basing their purchase decision on technology on differentiation – [the company] will benefit from that,” he said, adding that young people who want to play with the cutting edge of technology in first- and second-tier cites will become their “precise target audience.”