New Energy Vehicle Research on Marketing Strategy in China

In the context of the global target of carbon neutrality, traditional oil-powered automotive companies are facing risks and challenges, while the new energy vehicle sector is emerging as a new growth area. In the past two years, China’s new energy vehicle industry has shown explosive growth relying on corporate R&D and national policies such as tax subsidies; however, since the end of 2021, government investment in new energy vehicles has shifted from direct subsidies to infrastructure development, and even in the face of rising oil prices, new energy vehicles have yet to make a new breakthrough. Under such circumstances, the new energy vehicle companies' own product upgrades and sales strategies have become a new breakthrough for sales growth. This paper takes Xpeng as the research object, through a questionnaire survey, to understand consumers' demand for new energy vehicles. Based on the PEST theory and 4P theory, the paper explores the macro background of the development of new energy vehicles and the future marketing strategies and focus points of Xpeng.