XPENG — Test Drive & Retail Offer

THE STRATEGY

Awareness alone doesn't sell cars. We focused where it counts — turning interest into action. Consideration → Conversion XPENG launched its first model in Australia in 2024, building early awareness through national auto show appearances. In October 2025, TrueEV — XPENG's Australian distributor — brought NIOdesign on board to close the gap between interest and purchase, through Test Drive activation and a fast, adaptable Retail Offer system.

Year

25-26

Industry

XPENG / TrueEV Australia

Scope of work

Strategy

OOH

Digital | eDM | Social

Timeline

Campaign Creative & Rollout

THE STRATEGY

Year

25-26

Industry

XPENG / TrueEV Australia

Scope of work

Strategy

OOH

Digital | eDM | Social

Timeline

Campaign Creative & Rollout

The Consideration Stage

Test Drive

Deployed at Sydney Airport — walking distance from XPENG's Sydney Airport showroom — pairing high-traffic digital OOH with a QR code that let travellers book a test drive on the spot. Extended across digital screens and retail touchpoints to turn product interest into a physical experience and qualified leads.

The Conversion Stage

Retail Offer

An always-on offer campaign, adapted at pace across key retail moments — Christmas and Boxing Day — to keep the conversion message current without rebuilding the system from scratch.

From the client

NIOdesign supported us across multiple campaign briefs, including digital and out-of-home creative. Their team brings strong experience in automotive marketing, combining strategic thinking with high-quality creative execution. They were a valuable partner and consistently delivered thoughtful, well-crafted work.

Anna T. — Chief Marketing Officer, TrueEV Group (XPENG Australia)

NIOdesign

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2026 NIOdesign® Studio

Let's build your next campaign

Tell us what you're planning — SUV Weekend, Test Drive, EOFY, Demonstrators, Used Car, Boxing Day, or something new. We'll take it from there.

Quick response.

Reach out and you'll hear back directly — no account managers, no handoffs.

Clear next steps.

After a quick conversation, you’ll have a clear scope, timeline and next step.

Founder & Designer

at NIOdesign®

Yibo Li

Ask directly

Let's build your next campaign

Tell us what you're planning — SUV Weekend, Test Drive, EOFY, Demonstrators, Used Car, Boxing Day, or something new. We'll take it from there.

Quick response.

Reach out and you'll hear back directly — no account managers, no handoffs.

Clear next steps.

After a quick conversation, you’ll have a clear scope, timeline and next step.

Founder & Designer

at NIOdesign®

Yibo Li

Ask directly

2026 NIOdesign® Studio

Let's build your next campaign

Tell us what you're planning — SUV Weekend, Test Drive, EOFY, Demonstrators, Used Car, Boxing Day, or something new. We'll take it from there.

Quick response.

Reach out and you'll hear back directly — no account managers, no handoffs.

Clear next steps.

After a quick conversation, you’ll have a clear scope, timeline and next step.

Founder & Designer

at NIOdesign®

Yibo Li

Ask directly