LI AUTO(US:LI) 晚点Auto·2025-06-27 08:47Core Viewpoint - Li Auto is undergoing significant organizational and personnel adjustments to enhance its smart vehicle business and adapt to the competitive automotive market [2][3][7] Group 1: Organizational Changes - The sales and service group will merge with the R&D and supply chain group to form a new smart vehicle group, responsible for the strategic and operational aspects of Li Auto's smart vehicle business [2] - President Ma Donghui will lead the new smart vehicle group, reporting directly to CEO Li Xiang, while other primary groups remain unaffected [2][3] - The restructuring aims to eliminate departmental barriers and enhance collaboration across functions to support value creation and operational efficiency [3][7] Group 2: Sales and Service Adjustments - The sales and service group previously led by Senior Vice President Zou Liangjun will transition to a consultancy role, with the sales structure shifting from 26 regions to five major zones [4] - Each of the five zones will be responsible for their own sales, profits, and Net Promoter Score (NPS), leading to a degree of autonomy among the zones [4][5] - Li Auto has emphasized a commitment to integrity and service, establishing a unified pricing and service standard to combat issues of unauthorized discounts and rebates previously reported in the sales team [5][6] Group 3: Strategic Focus - Li Auto is set to launch two significant pure electric SUV models, i8 and i6, in July and September, respectively, as part of its strategy to strengthen its market position [3] - The company recognizes the need for organizational upgrades to meet the challenges of scaling and adapting to industry changes, as highlighted by CEO Li Xiang [5][6]