XPENG repositions car safety with women-focused ‘Pink Code’ campaign via YDM Thailand

Bangkok, Thailand – XPENG Thailand has launched a campaign that shifts the focus of vehicle safety to a moment often ignored: the walk towards the car.

Timed for International Women’s Day on 8 March, the “Pink Code” campaign, developed with YDM Thailand, centres on women’s safety before entering a vehicle—an interval rarely addressed in automotive design or marketing.

At the core of the campaign is an eight-digit code—7495 0028—that activates a pre-entry safety response via the XPENG app. 

As the driver approaches, the car lights up its surroundings, monitors nearby movement, and triggers alerts if irregular activity is detected, while sending real-time notifications.

The campaign’s lead question is blunt: “Is this moment safe for you?”

The move comes as carmakers across Asia push software-defined vehicles, with most messaging focused on autonomy, connectivity, and in-car experience. 

XPENG’s campaign instead frames safety as a pre-journey concern, positioning the vehicle as an active presence before entry rather than a passive asset. 

The underlying systems—XCOMBO and XGUARD—are existing technologies, repurposed to support this behaviour.

A single code is used across compatible vehicles, allowing the feature to be shared among users, in what the company presents as a common safety standard.

“For the women who move the world, we move the safety standard for you,” the campaign reminds.