Can XPeng`s Disruptive Innovation make it a Challenger Brand in China`s Electric Vehicle Market?

Can XPeng`s Disruptive Innovation make it a Challenger Brand in China`s Electric Vehicle Market?
Case Code: BSTR671
Case Length: 18 Pages
Period: 2020-23
Pub Date: 2024
Teaching Note: Available
 Price: Rs.600
Organization : Guangzhou Xiaopeng Motors Technology Co. Ltd
Industry : Automotive
Countries : China
Themes: Innovation, Competitive Strategy, New Product Development,Marketing Strategy
Can XPeng`s Disruptive Innovation make it a Challenger Brand in China`s Electric Vehicle Market?
Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

The case “Can XPeng’s Disruptive Innovation make it a Challenger Brand in China’s Electric Vehicle Market?” talks about the journey of Chinese electric vehicle (EV) startup, Guangzhou Xiaopeng Motors Technology Co. Ltd (XPeng) and discusses its potential to one day emerge as a worthy competitor to the largest EV manufacturers in the world. The case starts with how He Xiaopeng (Xiaopeng) – a Chinese entrepreneur – was impressed by the technologically advanced Tesla Inc.’s EVs and decided to set up XPeng to manufacture EVs. The case gives an in-depth look into how XPeng sought to incorporate advanced technologies in its EVs to differentiate itself effectively in the market. It also provides details of XPeng’s funding and the way it managed to gain a foothold in the Chinese and European EV markets. The case documents the various operational, marketing and financial challenges with which XPeng was combatting. Considering XPeng’s various pressing issues, can it realize its global ambitions and emerge as a ‘Tesla Killer’?

Issues

The case is structured to achieve the following teaching objectives:

  • Understand the 4Ps of marketing
  • Examine the use of technological innovation as a key differentiation strategy
  • Develop strategies to gain a competitive advantage
  • Analyze the strategies that could be undertaken by a challenger brand
  • Formulate plans to overcome financial challenges

Contents

Keywords

Electric Vehicles (EV); Business Ideas; Challenges in New Venture Management; Disruptive Technology; Regulatory Environment; Competitive Advantage; Innovation; Entrepreneur Innovation Model; Differentiation Strategy; 4Ps of Marketing; International Expansion; Challenger Brand; EV Startup; Marketing Mix; Market Expansion;

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