Intelligently Moving Your World
XPENG is a leading technology company dedicated to designing, developing, manufacturing, and marketing intelligent mobility solutions – including electric vehicles (EVs), eVTOL aircraft, and robotics. Headquartered in Guangzhou, China, we have regional offices in Beijing, Shanghai, Shenzhen, Silicon Valley, San Diego, and our European headquarters in Amsterdam, supported by local teams in Copenhagen, Munich, Oslo, and Stockholm.
Listed on the NYSE (XPEV) and HKEX (9868.HK), with a strategic investment from Volkswagen, XPENG is entering a transformative phase in Europe. From H2 2026 through 2027, we will launch six all‑new vehicles and two major model‑year updates – making this the most exciting time to join our European commercial team.
About the Role
We are seeking a senior and highly experienced Product Marketing Manager to lead the central product marketing function for our upcoming vehicle portfolio in Europe. This is a newly created, high‑visibility role within the EU Platform team, designed to ensure that every European market receives a competitively positioned, customer‑centric, and commercially sound product offering.
This is a product‑marketing‑focused role.
You will be the central orchestrator, bridging HQ product planning, HQ product marketing, regional sales planning, and the network of country‑level product marketing managers. Success in this role demands exceptional internal “pull‑through” ability – aligning diverse stakeholders and driving consensus – as well as outstanding documentation and content governance skills.
This position reports directly to the EU Director of Commercial Launch.
Key Responsibilities
- Consumer Insights & Product Clinics
- Design and execute regular product clinics (qualitative and quantitative) across key European markets to test and validate product concepts, configuration packages, design preferences, pricing thresholds, and messaging effectiveness.
- Develop and manage the European Clinic Protocol – a standardised framework for conducting clinics, including respondent recruitment, test methodology, data collection, and reporting templates.
- Lead ad‑hoc and continuous Voice of Customer (VOC) research – including focus groups, depth interviews, online surveys, and usage‑experience studies – to uncover unmet needs, purchase drivers, and barriers to adoption.
- Synthesise consumer feedback into actionable recommendations for product planning, configuration optimisation, pricing adjustments, and marketing communications.
- Partner with external research agencies and internal data teams to ensure robust, representative, and reliable insights across diverse cultural and demographic segments.
2. Market Segmentation & Competitive Intelligence
- Develop a deep, granular understanding of European automotive segments (e.g., B‑SUV, C‑SUV, D‑sedan, premium EV, etc.) – including size, growth trends, customer demographics, purchase behaviour, and channel dynamics for each key country.
- Conduct systematic competitor monitoring – track product portfolios, pricing strategies, configuration structures, incentive programmes, residual values, and go‑to‑market moves of key rivals.
- Produce country‑specific competitive battle cards and segment heat maps to inform pricing, positioning, and feature prioritisation.
- Own the European competitive intelligence dashboard – delivering regular updates to senior leadership and country teams on market share shifts, competitor launch calendars, and emerging threats.
3. European SKU Definition & Configuration Management
- Define and maintain country‑specific SKU portfolios for all new models, facelifts, and model‑year updates, ensuring clarity and consistency across 10+ European markets.
- Work with HQ product planning, homologation, and local regulatory teams to determine configuration bundles, option packages, and accessory portfolios that align with local customer preferences, legal requirements, and competitive dynamics.
- Create and maintain a centralised European configuration matrix – the single source of truth for all markets – with rigorous version control as specifications evolve.
4. Pricing, Sales Volume Planning & Commercial Strategy
- Develop competitive pricing strategies for each European country, factoring in local market positioning, exchange rates, taxation, competitor price points, and willingness‑to‑pay insights derived from clinics and research.
- Collaborate with sales planning and finance teams to establish sales volume forecasts by model, trim, and market, aligned with regional business objectives.
- Monitor pricing movements, incentive programmes, and residual value trends across the industry, providing actionable recommendations to optimise our commercial stance.
- Support country teams with pricing toolkits and commercial guidelines to ensure disciplined, consistent execution.
5. Product Positioning, Audience & Messaging
- Define clear product positioning for each model – identifying the primary target audience, usage scenarios, and emotional/functional benefits that differentiate XPENG in each European market.
- Develop customer personas and key selling points (USPs) , translated into compelling value propositions that resonate locally while maintaining global brand coherence.
- Create and update messaging frameworks, competitive comparison matrices, and objection‑handling guides for marketing, PR, and sales teams.
- Own the European Feature Book – a comprehensive document that captures all product attributes, positioning pillars, regional adaptations, and competitive differentiators.
6. Cross‑functional Alignment & Internal “Pull‑Through”
- Act as the primary interface between the EU Platform team and key internal stakeholders:
- HQ Product Planning – ensure European market requirements (configuration, timing, features, clinic findings) are understood and prioritised.
- HQ Product Marketing – align global campaign narratives and adapt them for European execution.
- Regional Sales Planning – integrate product availability, pricing, and volume plans into commercial action plans.
- Country Product Marketing Managers – cascade central strategies, gather market feedback, and resolve local execution challenges.
- Facilitate regular alignment meetings, working groups, and communication cadences to ensure all functions are synchronised throughout the product lifecycle.
- Champion the “voice of the market” – consolidate country inputs (consumer, dealer, media, social) and channel them back to HQ to influence future product improvements.
7. Product Intelligence, Documentation & Governance
- Establish and maintain a robust product information database – including governance frameworks, content repositories, and update protocols – to ensure data accuracy and accessibility across the organisation.
- Manage updates to external data platforms and internal systems.
- Create and maintain launch playbooks, comparison guides, FAQ documents, and product training decks to enable country teams and dealer networks.
- Deliver regular market intelligence reports and ad‑hoc analyses to inform strategic decisions.
What We Are Looking For
- Minimum 8+ years of progressive experience in product marketing, go‑to‑market (GTM), or commercial strategy roles.
- Mandatory automotive OEM experience – you must have worked within a passenger‑vehicle manufacturer (OEM) in product marketing and GTM capacities, with proven exposure to vehicle lifecycle management, launch execution, and cross‑market commercial planning.
- Proven track record of leading full‑cycle GTM strategies for multiple vehicle launches at an automotive OEM, including SKU definition, pricing, configuration, and market positioning across diverse markets.
- Deep hands‑on experience in consumer insights and product clinics – designing and executing customer research to validate product and pricing decisions.
- Strong knowledge of European automotive segments, competitor landscapes, and country‑specific market dynamics (e.g., Germany, France, UK, Nordics, Benelux, Southern Europe) – with at least 3–5 years of direct exposure to European markets.
- Exceptional internal alignment and stakeholder management – proven ability to work effectively with cross‑functional teams in a complex matrix organisation, bridging HQ, regional, and country levels to drive consensus and execution.
- Outstanding documentation and content governance skills – ability to structure, maintain, and govern large volumes of product information with precision and clarity.
- Strong analytical and problem‑solving mindset, with a hands‑on, results‑driven approach.
- Excellent written and verbal communication skills in English (additional European languages are a strong plus).
XPENG offers:
- An interesting, unique and very varied job at XPENG
- A job with an incredibly large contact surface both internally and externally
- An attractive salary package incl. pension and with the possibility of a bonus
- To be involved in the growth of an existing EV brand in Europe
Next steps:
To comply with GDPR, we can't process your personal data without your given consent. Therefore, please apply directly via LinkedIn portal so that our team can proceed further.
For more information on how we process your personal data, please see: https://www.xpeng.com/policy
As part of our application process, certain positions at our company require a pre-employment screening to ensure the reliability and integrity of our employees. This screening is a standard procedure and may include components such as a Certificate of Good Conduct (VOG) or, in cases where a VOG cannot be obtained in the Netherlands, a Criminal Background Check from your current or previous country of residence over the past five years. Additionally, the process may involve an integrity questionnaire, verification of identification, diplomas, work experience, and consultation of the central insolvency register.
