小鹏 MONA L05 上市发布会（广州）

2026年10月29日傍晚，小鹏集团在广州南沙的大湾区文化体育中心办了一场「MONA WORLD 车主聚会暨 L05 中国上市发布会」。它没有按常规发布会的样子来：场地一半是舞台，一半是海边市集与草坪，约 5000 位 MONA 车主从全国各地赶来，先玩、再听歌、最后看车上市。品牌把这一晚定义成 MONA 狂欢节，作为年度发布会计划的收官一站。对 MONA 这条产品线来说，这是继 M03 之后第一次把「车主」放在比「新车」更前面的位置。

整场活动围绕一个被搭出来的「世界」展开。入口写着 WELCOME TO MONA WORLD，主视觉用 SAME CITY, DIFFERENT WORLD 把「同一座城市、另一种活法」讲成一句口号，舞台立面上反复出现 MONA L05 与「年轻人的首款大五座 SUV」，另一侧是 REVEL OVER ALL MOMENT 的灯牌和 L03、L05 的车型标识，让老车主与新车型同时出现在一个画面里。场地在体育馆与海边之间切换：白天是拼豆、市集与落日，入夜后灯光收拢到主舞台，乐队与发布环节接管视线，情绪从「逛」过渡到「看」。

流程被拆成三段。第一段是共创：一块巨型汽车拼豆由车主分批完成，按预热口径是「史上最大的汽车拼豆」，也成了现场最花时间的装置，排队的人比看车的人多。第二段是聚会：落日美食、市集摊位与实力乐队轮番上场，把体育馆外场变成音乐节现场，明星车主也被请上台。第三段才是发布会本体，L05 在灯光与屏幕的配合下驶上主舞台。5000 人的入场、分区与离场，要在一套通道体系里同时解决三条动线——这是这类「半户外、半场内」活动最容易被低估的工程量。

传播上，这场活动的落点是把「上市」翻译成「在一起」。MONA L05 定位年轻人的首款大五座 SUV，提供纯电与超级增程两种动力、共 6 款车型，限时价 13.98 万至 17.18 万元；增程版 CLTC 纯电续航 310 公里、满油满电综合续航 1310 公里。品牌把这一晚的重点放在车主身上：5000 位车主与鹏友到场，MONA 代言人兼车主欧阳娜娜第四次助阵，从车主视角分享 L05 的使用体验。从预热到当晚，官方话题一直围绕「5000 位车主聚会」而不是单纯的新车参数；把发布会做成一场可以带家人来的派对，新车只是其中一个环节。对品牌而言，一场 5000 人的聚会既是发布，也是一次用户运营的集中呈现：它让新车被看见，也让车主被看见。

On the evening of 29 October 2026, XPENG staged 'MONA WORLD Owner Gathering and the China Launch of the L05' at the Greater Bay Area Culture and Sports Centre in Nansha, Guangzhou. It was not shaped like a conventional launch. Half of the site was a stage, the other half a seaside market and lawn, and roughly five thousand MONA owners travelled in from across the country to play first, listen to music second and watch a car go on sale last. The brand framed the night as a MONA carnival and as the closing stop of its launch calendar this year. For the MONA line, it was also the first time since the M03 that owners were placed ahead of the product in the running order, and the announcement material said as much before the car did.

The event was organised around a world that had to be built rather than decorated. The entrance carried WELCOME TO MONA WORLD, the key visual ran SAME CITY, DIFFERENT WORLD, and the stage facade repeated MONA L05 with the line describing it as a first large five-seat SUV for younger buyers. On the other side, a REVEL OVER ALL MOMENT sign sat beside model markers for the L03 and L05, so that existing owners and the new car shared one frame. The site moved between an indoor sports hall and the waterfront outside: daytime belonged to the pixel-bead build, the market and the sunset; after dark the lighting narrowed onto the main stage, where a band and then the launch took over the sightlines. The mood shifted from browsing to watching within a single evening, and the same piece of ground had to serve both modes without a visible changeover.

The programme was cut into three parts. The first was co-creation: a giant car-shaped pixel-bead artwork was completed by owners in shifts and, by the brand's own preview language, billed as the largest of its kind; it also became the most time-consuming installation on site, with longer queues than the car itself attracted. The second was the gathering, where sunset food, market stalls and live music turned the outer grounds into a festival and owner-performers were invited onto the stage. The third was the launch proper, when the L05 drove onto the main stage under lighting and screen cues. Moving five thousand people in, through and out again required one circulation system to carry three sets of flows without letting them collide at the seams. That crowd engineering is the least visible and most easily underestimated part of a half-outdoor, half-indoor event of this size.

In communication terms, the evening translated a product launch into a statement about being together. The MONA L05 is positioned as a first large five-seat SUV for younger buyers, offered with battery-electric and range-extender powertrains across six variants, at a limited-time price from 139,800 to 171,800 yuan; the range-extender version claims 310 km of CLTC electric range and 1,310 km combined. The brand kept the evening centred on its owners: five thousand owners and their friends attended, and Ouyang Nana, a MONA ambassador who is also an owner, appeared for the fourth time to share how the L05 performs from an owner's point of view. From the warm-up weeks to the evening itself, the official hashtag kept the focus on five thousand owners gathering rather than on specifications alone, and the launch was built as a party a family could attend, with the car as one segment inside it. For the brand, a gathering of that size works as both a launch and a concentrated piece of user operations: the new car is seen, and so are the people who already drive one.

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