Preparing for the launch of new all-electric vehicles? Li Auto adjusts its organizational structure.

Recently, Li Auto announced a new organizational structure adjustment and personnel appointments: The former "R&D and Supply Group" and "Sales and Service Group" have been integrated into the newly established "Intelligent Vehicle Group", which is responsible for the strategic and operational closed-loop of Li Auto's intelligent vehicle business. Ma Donghui, the President of Li Auto, will serve as the head of the Intelligent Vehicle Group and report to Li Xiang, the Chairman and CEO (Chief Executive Officer) of Li Auto.

It is reported that Li Xiang will still be responsible for teams related to the automotive business, such as product lines, product departments, brand, and strategy, and will devote more energy to the AI (Artificial Intelligence) field.

Regarding this organizational structure adjustment, Li Xiang said, "To meet the new requirements for organizational capabilities after Li Auto enters the scale of hundreds of billions of yuan and to support the intelligent vehicle business from strategic formulation to implementation, we have made corresponding adjustments to the corporate organizational structure. After the establishment of the Intelligent Vehicle Group, through end-to-end operation and in-depth collaboration in R&D, supply, sales, and service, it will more effectively support value creation, value delivery, and the operational closed-loop for users, and build a leading advantage for Li Auto in the next stage."

Image source: Sina Weibo @Li Auto

Integration to Establish the "Intelligent Vehicle Group"

It is understood that the core of Li Auto's integration to establish the Intelligent Vehicle Group this time lies in the sales aspect, with the sales department being incorporated into the R&D and Supply Group. For Ma Donghui, after taking on the role of the head of the Intelligent Vehicle Group, he will be fully responsible for Li Auto's R&D, supply manufacturing, and sales business.

It is worth mentioning that as early as February this year, Li Auto's highest decision-making organization, the Strategic Management Committee, reviewed and approved the "Intelligent Vehicle Strategic Closed-loop Management Plan". The committee authorized Ma Donghui to serve as the person in charge of the intelligent vehicle strategy, responsible for the planning and implementation of the leading intelligent vehicle strategy. It is understood that to support Ma Donghui in carrying out relevant business, Ma Donghui succeeded Li Xiang as the director of the "Production, Supply, and Sales Joint Meeting".

In addition to the above positions, Ma Donghui previously also directly led the "R&D and Supply Group". This adjustment can be seen as an expansion of Ma Donghui's leadership functions, with the "Sales and Service Group" also being incorporated into his leadership system. He will oversee the R&D, supply, sales, and service of intelligent vehicles, supporting the closed-loop from strategy to operation not only at the decision-making level but also in the physical structure.

It is understood that Zou Liangjun, the Senior Vice President of Sales and Service at Li Auto, previously reported to Li Xiang. After this organizational structure adjustment, Zou Liangjun will continue to serve as a consultant for the sales and service business. In addition, the position of the person in charge of Li Auto's overseas business first-level department has also changed. Previously, this department was led by Wang Jin, and now it has been taken over by Wu Zuomin. Wu Zuomin serves as the Senior Director of Procurement at Li Auto. He joined Li Auto in 2016, has been responsible for overseas markets and mobility services, and has rich relevant experience.

Some analysts believe that from this organizational structure adjustment of Li Auto, it can be seen that the company hopes to integrate the entire R&D - supply - sales - service chain, reduce barriers between various links, and enhance collaborative capabilities. The most direct purpose is to prepare for the upcoming launch of two pure - electric models (Li i8 and Li i6).

Adjusting Delivery Guidance Due to Sales System Upgrade

In addition, Li Auto recently announced that it expects to deliver approximately 108,000 vehicles in the second quarter of 2025, while the previously announced delivery volume forecast was between 123,000 and 128,000 vehicles. The delivery guidance has been lowered by 15,000 - 20,000 vehicles.

In the second quarter, Li Auto's delivery situation showed some fluctuations. Data shows that Li Auto delivered 33,939 vehicles in April and 40,856 vehicles in May. Although there was growth compared with the same period last year, it has been surpassed by brands such as Leapmotor and Hongmeng Zhixing. In the first three weeks of June, Li Auto delivered more than 25,100 new vehicles, a decline compared with May.

"Li Auto started a stricter policy to crack down on 'cashback' at the end of May and the beginning of June. After implementing this policy, it will have a significant impact on short - term sales. If it can be effectively implemented, it will be beneficial in the long run." An analyst close to Li Auto told reporters. Li Auto has carried out some reforms in sales, aiming to make salespeople focus on value delivery and form a healthy order cycle.

Morgan Stanley said in a recent research report that due to intensified price competition and other factors, some consumers are hesitant, and Li Auto's start in June was relatively mild. At the same time, the adjustment of Li Auto's channel strategy may also suppress recent sales momentum. "We believe that this impact will be short - lived, and the order momentum will recover soon. We do not think that the weak sales in June will disrupt the trend of operational recovery in the second half of the year. The launch of the new model cycle will contribute to the operational recovery." Morgan Stanley believes.

Regarding this change in the delivery guidance, Li Auto said, "This adjustment reflects the short - term impact brought about by the company's upgrade of the sales system for long - term development. The company is confident that it will complete the organizational upgrade before the launch of the Li i8 to better meet the new product cycle with enhanced organizational capabilities."

It is understood that the Li i8 is Li Auto's first pure - electric SUV model. "Preparations for the production, training, and delivery of the Li i8 are in the final stage." Li Xiang previously said that the Li i8 is planned to be launched in late July.

This article is from the WeChat official account "NBD Auto", author: Sun Lei. Republished by 36Kr with permission.