Supermassive has been appointed by XPENG, the Chinese-born AI-driven automobile company, as its lead strategic and creative agency for Australia and New Zealand, following a competitive multi-agency pitch.

Supermassive’s job will be to to accelerate XPENG’s growth into ANZ, shaping its local platform, brand work and model launches. The appointment coincides with the company’s recent announcement of an aggressive Australian expansion, launching six new electric vehicle models, led by the G6 SUV and X9 people-mover, accompanied by a rapid retail scale-up to 50 national locations.

Supermassive co-founder, Jon Austin, stated, “The auto category is going through a rare moment where the rules are genuinely being rewritten, and as one of the most exciting and advanced tech companies in the world, XPENG is right at the pointy end of it. From our first conversation with Damian and the XPENG team, there was a shared appetite to challenge how an automotive brand could show up in the ANZ market. That kind of ambition, backed up by some truly mind-blowing tech, is such a thrilling combination for a creative company like ours.”

Damian Royce, head of marketing and creativity at XPENG Australia and New Zealand, added, “XPENG is building its ANZ presence from a standing start, which is rare in automotive and presents a significant creative opportunity. At its core, XPENG is a story about intelligence, and that demands a different kind of creative thinking. As we expand across Australia and New Zealand, we wanted a partner who understands how to build emotional resonance and cultural connection from the ground up. Supermassive impressed us with their strategic clarity, creative capability and understanding of how to launch brands in ways that capture both attention and imagination.”

The appointment adds to a strong year of growth for the independent agency, with further new business wins to be announced over the coming weeks. It follows a string of creative accolades over the past twelve months, including being ranked Australia’s #1 Independent Creative Agency at Spikes and named B&T and Mumbrella’s PR Agency of the Year in 2025.