Deepal is set to leverage distinctive vehicle styling, competitive pricing and brand partnerships to stand out among the growing electric vehicle (EV) crowd in Australia.
The Australian car market is experiencing an influx of new EVs from previously unknown Chinese manufacturers including BYD, Xpeng, Zeekr, Leapmotor, Chery and Geely, with Deepal launching next month ahead of a 2025 brand onslaught.
Many of the new names are set to fight for market share in the ultra-competitive SUV segments, and Deepal is no different with its new S07.
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The mid-sized SUV will compete with the likes of the upcoming Xpeng G6, BYD Sealion 7 and Leapmotor C10, in addition to the best-selling Tesla Model Y.
It’s a busy space to be operating in, but Deepal Australia general manager Cormac Cafolla says that the brand has a few strategies to catch the eye of Australian motorists.
The first, a visually striking product. For instance, Deepal offers exterior colours including Sunset Orange, Cosmic Yellow and Nebula Green for the S07.
“This vehicle has some really special features which help it stand out in the market,” Mr Cafolla told Australian media at the launch of the S07.
“I think when you look at the exterior styling, that front’s aggressive stance, that sets it apart in the market. Once you see them on the road, I have no doubt they’ll certainly turn heads, especially with the different colour tones as well.
“These colours are striking and they’re a great expression of the Deepal brand. And best of all, they will absolutely shine on the Australian roads.”
However, it’s not enough to catch consumer eyes – there needs to be follow-through. While Deepal remains tight-lipped about S07 pricing, early indications suggest that affordability is a focus.
In order to match rivals, the S07 will need to be priced in the vicinity of $55,000 before on-road costs in Australia.
“In terms of the technology that the car brings and the price point, we think that customers will see it as a really strong value proposition… but we’re not aiming to be the cheapest,” said Mr Cafolla.
“The Deepal S07 strategically positions itself within the Australian car market as an accessible choice for consumers seeking a harmonious blend of performance, technology and electric driving.”
From a marketing perspective, Deepal will lean on sustainability and links to the natural environment through brand partnerships that put the carmaker in front of as many Australians as possible.
Deepal Australia has already teamed up with Sculpture by the Sea, Australia’s largest outdoor sculpture exhibition.
An art display integrating the S07 will be featured in the exhibition, which will be held from October 18 to November 4 this year at Bondi Beach.
“The brand has to come and establish itself, and that’s one of the key reasons we see things like Sculpture by the Sea as a key partnership,” explained Mr Cafolla.
“It’s an opportunity to get our car partnered with the community and give our customers and future potential customers the opportunity to see that the brand is about community.
“It’s about building lasting relationships, we see these activities as being key to landing the brand in Australia.”
The Deepal S07 will arrive in showrooms in late November, with the dealer network initially comprising retailers in Sydney and Melbourne.
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