BEIJING, May 20 (Reuters) - Chinese electric vehicle maker Xpeng launched its new GX SUV on Wednesday, accelerating its move into the luxury car segment as the industry shifts away from a price war that had focused on affordable electric vehicles.

This launch underscores the company’s ambitions to expand its lineup beyond economy models and its drive to compete directly in China’s luxury electric vehicle sector.

The new SUV, available in electric and extended-range electric versions, starts at 279,800 yuan ($41,144) and goes up to 359,800 yuan. These prices compare to the pre-sale price of 399,800 yuan, which began in mid-April. The company is offering a 10,000 yuan cash discount until the end of June.

The GX, which is the company's best luxury model to date, will also be available for sale soon in the Middle East.

He Xiaopeng, the company's founder and CEO, described the new sports car as "future-oriented" and designed "for a new era of autonomous driving."

He said, "I hope it will be able to showcase China's technological capabilities."

The GX, which can automatically stop if it detects that the driver is asleep or incapacitated, relies on Xpeng's Turing chips and its latest (V6.2) second-generation vision, speech, and motion system.

(US Dollar = 6.8005 Chinese Yuan)