Project Description
Media Relations for the European Launch of the XPENG P7+
For the European launch of the new XPENG P7+, Anice managed automotive media relations activities as part of the Pan-European Media Drive, held in Barcelona on 31 March and 1 April 2026. The event represented a strategic communication opportunity for the brand, giving European journalists the chance to experience the new electric fastback first-hand through test drives, technical briefings and meetings with the international management team and representatives of ATFLOW, XPENG’s official importer and distributor in Italy.
Coordinating the Italian Media During the Media Drive
For the Italian market, Anice coordinated the participation of 12 journalists from leading national automotive publications, managing every stage of the activity and facilitating communication between the media, the brand and the international organisation. Through careful planning, the participating journalists had access to exclusive materials, technical information and on-road driving sessions, providing them with valuable content for articles and in-depth editorial coverage.
Test Drives and In-Depth Insights into XPENG Innovation
The event gave journalists the opportunity to explore the technologies of the XPENG P7+, assessing its performance, driving systems and solutions for electric mobility. Direct discussions with the brand’s management also provided a comprehensive overview of XPENG’s development strategy and positioning in the European market, adding further depth and value to the resulting editorial content.
A Press Office Strategy to Maximise Media Coverage
Through a structured press office and media engagement strategy, Anice helped maximise the quality of the editorial coverage generated by the Media Drive, supporting the publication of authoritative content across leading Italian automotive media. The project demonstrates the effectiveness of an integrated media relations strategy in strengthening the visibility of an international brand and building long-term relationships with journalists, stakeholders and audiences interested in innovation in the mobility sector.
