理想整合设立智能汽车群组，总裁马东辉统管研发、供应和销服

Core Viewpoint - Li Auto is undergoing significant organizational and personnel adjustments to enhance its smart vehicle business and adapt to the competitive automotive market [3][4][8]. Group 1: Organizational Changes - The sales and service group will merge with the R&D and supply chain groups to form a new smart vehicle group, which will be responsible for the strategic and operational aspects of Li Auto's smart vehicle business [3][4]. - The new smart vehicle group will be led by President Ma Donghui, reporting directly to Chairman and CEO Li Xiang [4]. - Other key groups, including product and strategy, systems and computing, and finance, will remain unaffected by this restructuring [4]. Group 2: Sales Strategy and Structure - The sales and service group previously implemented a "battle zone system," consolidating 26 zones into five major regions, with each region responsible for its own sales, profits, and NPS (Net Promoter Score) [5][6]. - The central sales team will be dispersed across the five regions, leading to a degree of autonomy among the regions [5]. - Li Auto has emphasized a commitment to "national unified pricing and service standards," aiming to eliminate unauthorized discounts or rebates by sales personnel [5][6]. Group 3: Market Adaptation and Challenges - The adjustments are seen as a response to the increasingly fierce competition in the domestic automotive market, with Li Auto aiming to break down departmental barriers and enhance operational efficiency [4][8]. - Previous issues within the sales team, such as "order grabbing" and unauthorized rebates, have led to employee dissatisfaction and turnover [6]. - Li Xiang has highlighted that organizational upgrades are crucial for companies facing larger scales and more challenging phases, indicating that many failures stem from organizational capabilities rather than business issues [6][7].