From AI to Driver Training, How Xpeng Competes for the Hearts of Premium Consumers in Indonesia

In the midst of the influx of new electric vehicle brands in Indonesia, Xpeng has chosen a different path. For the Chinese electric vehicle manufacturer, a car is not merely a transportation tool, but a continuously evolving technology device, similar to a smartphone on four wheels.

This perspective is evident in Xpeng’s expansion strategy as it grows its dealer network in Jakarta, including the opening of a new facility in the Pluit area on Tuesday, 10 March 2026. For the company, the presence of dealerships is not merely about sales, but also about building a service ecosystem that gives consumers peace of mind when using new technology.

Hari Arifianto, Vice President of Marketing for Xpeng Indonesia, stated that the primary strength of Xpeng vehicles lies in the technology and artificial intelligence embedded within the vehicles.

“The market segment is those looking for an EV. But what is also very strong is the technology and artificial intelligence side,” Hari said in an interview with media representatives.

This technology manifests in various forms that sometimes feel unusual to conventional vehicle users. One example is the ability to update software remotely, or over-the-air, which allows the car to continuously receive new features without needing to visit a workshop.

“Suddenly the car can do karaoke. Without using a microphone,” Hari said with a proud smile about the software update that added entertainment features to Xpeng vehicles.

Additionally, Xpeng vehicles feature capabilities such as Pet Mode, which maintains stable cabin temperature when owners leave pets inside the vehicle. For the company, features like these serve as differentiators between ordinary electric cars and technology-based electric cars.

However, advanced technology also presents new challenges: not all users immediately understand how to utilise it.

For this reason, Xpeng has prepared a rather unique approach. After purchasing a car, owners can even request their drivers to undergo special training so that vehicle features can be used to their fullest potential.

“Because the technology is advanced, our strategy includes offering driver training for Xpeng owners after they purchase their vehicles,” Hari said.