Driving Innovation Forward

XPENG is a Chinese electric vehicle brand known for combining intelligent technology, progressive design, and a distinctly future-focused approach to mobility. As the brand expanded into the European market, it needed a digital presence that could connect with a new audience while staying true to its distinctive character. The project focused on creating a new digital image across all key touchpoints—adapting XPENG to European visual and cultural codes without losing the essence that made the brand unique.

XPENG’s original digital assets were designed primarily for a Chinese audience. To enter the European market, key elements—from user journeys and content structure to tone of voice and visual style—needed to be reimagined. The challenge was to localise the experience in a way that respected cultural differences without diluting the brand’s personality. Scalability and multilingual content were also critical from the start.

The design approach was rooted in clarity and engagement. The UX introduced dynamic product storytelling through motion and rich visuals. A modular UI system ensured content could flex across multiple markets and languages. The result: a dynamic, responsive website that captured XPENG’s technological edge while establishing a strong, relatable presence for European audiences.