Ideal Major Sales System: President Ma Donghui is fully responsible for R & D, supply chain and sales | Exclusive by 36Kr

Text | Li Anqi

Editor | Li Qin, Yang Xuan

Last night, Xiaomi's new car, like a nuclear bomb, achieved an astonishing result of 200,000 large orders for the YU7 in just 3 minutes. Under the huge wave of the YU7, some competitors have entered the "war mode" overnight.

36Kr Auto exclusively learned that on June 27, Li Auto issued an internal announcement, announcing new personnel appointments. Ma Donghui, the president of Li Auto, will be fully responsible for R & D, supply and manufacturing, and sales operations from now on, reporting to CEO Li Xiang.

The core of this adjustment lies in sales. The sales department will be incorporated into the R & D and supply group, and Ma Donghui will take overall charge of production, supply, and sales to support the closed - loop of "strategy to operation".

At the beginning of this year, Ma Donghui, the president of Li Auto, became the person - in - charge of the intelligent vehicle strategy, taking overall charge of the strategic goal planning and implementation of intelligent vehicle business. At the same time, Ma Donghui began to serve as the director of the "Joint Meeting on Production, Supply, and Sales". Li Auto's original intention was to deeply coordinate production, supply chain, and sales.

However, the changes at the beginning of the year only involved the decision - making level and did not involve changes in the physical structure. After this adjustment, Ma Donghui will be more deeply involved in the production, supply, and sales links of the whole vehicle from the organizational structure.

Zou Liangjun, the senior vice - president of sales and service at Li Auto, previously reported to CEO Li Xiang. After the adjustment, Zou Liangjun will continue to serve as a consultant for sales and service business.

In addition, the person - in - charge of the first - level overseas department under Zou Liangjun's jurisdiction has changed from Wang Jin to Wu Zuomin. Wu Zuomin is the senior procurement director at Li Auto. When he joined Li Auto in 2016, he was also responsible for overseas markets and mobility services.

Li Auto's CEO Li Xiang will still be responsible for teams related to automotive business, such as product lines, product departments, brands, and strategies, and will devote more energy to the field of AI (Artificial Intelligence). Li Xiang has publicly stated many times that Li Auto aims to become a top - tier artificial intelligence company in the future. Currently, Li Auto's AI business investment is mainly in areas such as the large model for assisted driving VLA (Vision - Language - Action).

This personnel change at Li Auto is undoubtedly to streamline the organization for the upcoming launch of two pure - electric vehicle models.

Xiaomi's car YU7 completed its annual sales KPI overnight. This not only threatens the long - standing king of pure - electric SUVs in the market, the Tesla Model Y, but also Li Auto's two pure - electric SUVs, the i6 and i8, are within the range of the YU7's impact.

Not only in the pure - electric segment, but also Li Auto's core range - extended L series has been collectively imitated and "saluted" by competitors such as Wenjie, Denza, Lynk & Co, and Deepal since the beginning of this year.

However, the real - world market competition may be even more brutal. According to 36Kr Auto, Li Auto will also lower its sales target for the second quarter. In the first quarter of this year, Li Auto delivered 92,800 vehicles and planned to deliver 123,000 - 128,000 vehicles in the second quarter. Now, this plan has changed.

Against the backdrop of the range - extended series being fiercely contested and the pure - electric segment not yet fully mature, Li Auto is trying to build a more stable foundation. Previously, Li Auto reorganized its sales team, merging the original 26 sales regions into five major regions: East, West, South, North, and Central, to concentrate resources more effectively.

In terms of the pure - electric charging network, Li Auto has launched more than 2,500 super - charging stations and plans to reach the goal of 4,000 super - charging stations by the end of the year, adding an average of 4 super - charging stations per day. The storm has begun to sweep, and automakers can only accumulate more momentum in the hope of a counter - attack.