车企“出海”，为何要在海外市场实现本土化？

Core Viewpoint - Chinese automotive companies, particularly in the electric vehicle sector, are increasingly localizing their operations in overseas markets as a key strategy for international expansion [1][3]. Group 1: Company Strategy - Xiaopeng Motors has launched its global flagship pure electric MPV, the Xiaopeng X9, in Indonesia, marking the start of its first overseas localized production project [1]. - The company has implemented a "Go Global 2.0 Strategy" since early last year, focusing on building systematic assembly capabilities in Indonesia to support future localization in more overseas markets [3][9]. - Xiaopeng Motors prioritizes brand establishment and user service in its overseas strategy, with internal performance metrics emphasizing brand over sales volume [3][4]. Group 2: Market Positioning - Xiaopeng Motors is positioned as a mid-to-high-end brand in overseas markets, competing with established brands like Tesla and BBA [4]. - The company has successfully established brand recognition in Europe, with plans to expand into other regions such as the Middle East and Asia-Pacific [4][7]. Group 3: Product and Technology Adaptation - The company emphasizes product strength as a key factor for success in overseas markets, although it currently faces regulatory challenges in deploying its advanced driving technologies [5][6]. - Xiaopeng Motors is adapting its products to meet local regulations and consumer preferences, such as offering winter tires in Northern Europe and right-hand drive vehicles for Southeast Asia [8][9]. Group 4: Marketing and Cultural Integration - Xiaopeng Motors employs localized marketing strategies, including a mix of direct sales and agency models, to enhance brand recognition and sales in Europe [6]. - The company actively engages in local cultural events, such as sponsoring sports competitions and design weeks, to integrate its brand into local societies [6][7]. Group 5: Future Expansion Plans - By 2025, Xiaopeng Motors aims to expand its presence from 30 to 60 overseas markets and establish over 300 service and marketing outlets [9]. - The company plans to become one of the top three Chinese brands in terms of new energy vehicle exports by 2027, with a goal of achieving half of its sales from overseas markets by 2033 [9].