Gu continued: “[Customers] need to spend the time to understand the technology and be able to make the right judgements and decisions. I think the tutorial is a good choice.”
He also admitted that as increasingly competent AI driving features come to market, XPeng and other manufacturers will “need to reconfigure the sales process” with specific test-drive routes so they can show customers how the tech works in a relatively controlled environment.
“We need to make sure the technology works, that it’s strong enough, powerful enough, that it can provide a differentiated experience – plus all the safety. Customer adoption, education, is a long-term job; it takes persistence.”
XPeng launched in the UK in early 2025, but to date sells just one model here: the G6. However, while Gu admitted some of his Chinese peers had been “pouring a lot of products to the streets in the UK,” XPeng would take a more considered approach.
“As a company, I think we want to make sure we are focused on developing our market position appropriately. We need to understand how XPeng should be positioned; we always see ourselves as a leader in innovation, in future technologies; in premium quality.
“So that’s the difference that we are trying to make, and hopefully with the introduction of our new products and then a broadening of our entry in the UK, you should see more [XPengs] on the street,” he said.
The X9 luxury MPV is next in line to launch here in the UK, while the larger G9 SUV and P7 – a smart, swept-back saloon – are already offered in Europe.
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