Given the context, what are the primary challenges Xpeng and Dongfeng face in establishing themselves in the Portuguese EV market?
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Forget the hype; the European automotive landscape is undergoing a seismic shift. Chinese electric vehicle (EV) manufacturers are no longer just knocking on the door; they’re kicking it down. but surviving this EV revolution is a different story entirely. Two names, Xpeng and Dongfeng, are bravely navigating the treacherous waters of the Portuguese market, each vying for a slice of the electric vehicle pie. Their aspiring plans to sell 1,000 units by 2025 showcase their determination. It’s a high-stakes game were technological innovation and brand recognition are the ultimate currencies. This isn’t just about introducing cars; it’s about building trust and longevity in a market brimming with established giants and ambitious newcomers all looking to win. Can these Chinese brands truly make their mark, or will they get lost in the crowd of electric hopefuls?
Xpeng and Dongfeng are taking their first steps in Portugal and facing the challenges that an increasingly fragmented market has. But even though they are both represented by Salvador caetano, quite different strategies are following up to our country.
If Xpeng soon performed with a relatively complete range, with three distinct models, Dongfeng “traveled” only with Box, a small 100% electric city that, until seeing, continues to assume all the “Chinese brand” expenses in Portugal.
Despite the differences, there is something that unites these two brands: both aim to sell 1000 units in 2025, the first full year of sales in Portugal.
But before you even think about selling cars in Portugal, any of these brands faced the typical challenges of a newcomer and ranging from the implementation of a network of assistance to opening their own spaces. Challenges you want XPENG and Dongfeng are still exceeding.
To realize what it is like to launch a new brand in the market and also to look at the future that Xpeng and Dongfeng can have in the national market, we received Rafael Monteiro, director of operations at Xpeng Portugal, and Luís Santos, director of operations of Dongfeng in Portugal, AutoKs, the new editorial format of Automobile Reason, which had its debut in ECAR show 2025 (23-25 May).
Technological innovation is key
Despite the challenges, both brands seem steadfast to gain a prominent place among Portuguese consumers. Rafael Monteiro stressed the requirement of the Portuguese market and ensured that the key to avenge is in technological innovation.
In addition, it did not hide that although there are several new Chinese builders to “flood” the Portuguese (and the European) market, over time only “will be the best.”
Present in Europe since 2021, Xpeng does not hide ambition: besides growing success in the domestic market – the Chinese – which is the largest in the world, will start producing vehicles in Austria later this year.
The builder is assumed as a technology company, and has invested strongly in ultra-aircraft loading (pioneers in 800 V architecture). “We want to be leaders in innovation,” says Rafael Monteiro.
For the brand director in Portugal,the entrance da Volkswagen No Capital da Xpengeven though in a minority, the manufacturer’s strategy validates: “It is indeed a bet of a large group in what until recently was a startup“, These.
dongfeng, on the other hand, is taking its first steps in Europe – was presented in Portugal late last year. With 56 years of history, the Chinese group operates with three distinct brands: Dongfeng, focused on 100% electric urban models; voyah, positioned in the segment premium; and a third brand, M-Herro, high-performance electric SUV, yet to launch.
According to Luís Santos, the group is solidly structured, with the support of Salvador Caetano, especially in after-sales-one of the moast sensitive areas for emerging marks. “We have a warehouse of pieces in Spain. feedback It has been vrey positive, “he says. Also Xpeng has this concern, and also a warehouse that provides the Iberian market.
Did the Chinese brands come to stay?
Both Xpeng and Dongfeng have a big challenge: being known and accepted by the general public. For both,the goal of course: grow sustained and show that there are Chinese brands that came to stay. “Not all will be, but our yes,” said Rafael Monteiro.
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Arriving is easy, staying is another story. Xpeng and Dongfeng say they want to be part of the list of Chinese brands that survive in Europe.
Xpeng and Dongfeng are taking their first steps in Portugal and facing the challenges that an increasingly fragmented market has. But even though they are both represented by Salvador Caetano, quite different strategies are following up to our country.
If Xpeng soon performed with a relatively complete range, with three distinct models, Dongfeng “traveled” only with Box, a small 100% electric city that, until seeing, continues to assume all the “Chinese brand” expenses in Portugal.
Despite the differences, there is something that unites these two brands: both aim to sell 1000 units in 2025, the first full year of sales in Portugal.
But before you even think about selling cars in Portugal, any of these brands faced the typical challenges of a newcomer and ranging from the implementation of a network of assistance to opening their own spaces. Challenges you want XPENG and Dongfeng are still exceeding.
To realize what it is like to launch a new brand in the market and also to look at the future that Xpeng and Dongfeng can have in the national market, we received Rafael Monteiro, director of operations at Xpeng Portugal, and Luís Santos, director of operations of Dongfeng in Portugal, AutoKs, the new editorial format of Automobile Reason, which had its debut in ECAR Show 2025 (23-25 May).
Technological innovation is key
Despite the challenges, both brands seem determined to gain a prominent place among Portuguese consumers. Rafael Monteiro stressed the requirement of the Portuguese market and ensured that the key to avenge is in technological innovation.
In addition, it did not hide that although there are several new Chinese builders to “flood” the Portuguese (and the European) market, over time only “will be the best.”
Present in Europe since 2021, Xpeng does not hide ambition: besides growing success in the domestic market – the Chinese – which is the largest in the world, will start producing vehicles in Austria later this year.
The builder is assumed as a technology company, and has invested strongly in ultra-aircraft loading (pioneers in 800 V architecture). “We want to be leaders in innovation,” says Rafael Monteiro.
For the brand director in Portugal, the Entrance da Volkswagen No Capital da Xpengeven though in a minority, the manufacturer’s strategy validates: “It is a bet of a large group in what until recently was a startup“, These.
Dongfeng, on the other hand, is taking its first steps in Europe – was presented in Portugal late last year. With 56 years of history, the Chinese group operates with three distinct brands: Dongfeng, focused on 100% electric urban models; Voyah, positioned in the segment premium; and a third brand, M-Herro, high-performance electric SUV, yet to launch.
According to Luís Santos, the group is solidly structured, with the support of Salvador Caetano, especially in after-sales-one of the most sensitive areas for emerging marks. “We have a warehouse of pieces in Spain. feedback It has been very positive, ”he says. Also Xpeng has this concern, and also a warehouse that provides the Iberian market.
Did the Chinese brands come to stay?
Both Xpeng and Dongfeng have a big challenge: being known and accepted by the general public. For both, the goal of course: grow sustained and show that there are Chinese brands that came to stay. “Not all will be, but our yes,” said Rafael Monteiro.
Do you know this answer?
What was the power of Audi RS2 Avant?
