Chinese electric vehicle (EV) manufacturer Xpeng is accelerating preparations for its entry into the South Korean market.
Xpeng will invite 10 domestic dealerships to its headquarters in Guangzhou, China, this month. This marks the first time Xpeng has invited South Korean dealerships at the headquarters level.
Alongside this, the company is in the process of hiring a Korean representative to oversee its South Korean operations. The role will encompass managing the local subsidiary's operational framework, setting sales targets, expanding distribution networks, managing dealer and business partners, and establishing service organizations.
Xpeng is expected to become the third Chinese EV brand to enter the South Korean market, following BYD and Zeekr.
Earlier, Xpeng formalized its market entry by establishing its Korean subsidiary, XPeng Motor Korea, in June of last year. Over the past year, the subsidiary has focused on market research and laying the groundwork for business operations.
During the event, Xpeng plans to showcase its Guangzhou headquarters, EV manufacturing facilities, humanoid robots, and future aviation mobility (AAM) production sites to the 10 South Korean dealerships.
The company is also expected to introduce its electric sports utility vehicle (SUV) G6, electric multipurpose vehicle (MPV) X9, and electric sedan P7+, while offering hands-on experiences with the P7+'s AI-based autonomous driving technology.
While specific names have not been disclosed, industry observers speculate that the 10 dealerships may include major importers such as Mercedes-Benz, BMW, and Audi, given their prominence in South Korea's imported car market.
Xpeng's recent moves are analyzed as a preliminary step toward selecting domestic dealers responsible for sales and after-sales service (AS) through a bidding process. This is seen as an effort to inform domestic dealers that Xpeng possesses electric vehicle (EV) technology and competitiveness before the official bidding.
Xpeng is reportedly planning to conduct a bidding process for the official selection of domestic dealers in the fourth quarter.
A dealer representative stated, “Starting with the October bidding targeting major dealers, we will complete all procedures for domestic EV sales within the year.”
Xpeng is expected to launch EVs such as the G6, X9, and P7+ in the domestic market.
Founded in 2014, Xpeng is referred to as one of the “Big Three” Chinese EV companies alongside BYD and Li Auto. Additionally, it is recognized as having the most advanced autonomous driving technology among Chinese automakers.
A dealer representative evaluated, “Xpeng's recent actions are evidence that it has entered the full execution phase for entering the domestic EV market.”
