Li Auto Sales Restructure: Eliminates Five Major Zones, Reinstates Provincial Oversight

Li Auto has merged its five major sales zones into a unified “Sales” department while establishing two new departments: “Sales Operations” and “Marketing”.

Li Auto’s sales and service system will adopt a “Region + Zone” regional management model, currently comprising 23 areas in total.

According to Yijian Auto, Li Auto recently merged its five major sales regions into a single “Sales” department. HAN Xi, the former head of the Central Region, has been appointed as the head of this Sales department, responsible for managing frontline sales. Simultaneously, two new departments—”Sales Operations” and “Marketing”—have been established, led by FAN Chenjie and FENG Wei, respectively. Headquarters will centrally allocate resources to support frontline operations.

This marks the third adjustment to Li Auto’s sales and service system since 2025.

In March of this year, ZOU Liangjun, then-head of the Sales and Service Group, restructured the subordinate “Retail” department into five regions: East, South, West, North, and Central, decentralizing operational authority. HAN Xi was transferred from Head of Retail to manage the Central Region. On June 27, the Sales and Service Group and the R&D and Supply Group were consolidated into the Smart Vehicle Group, overseen by President MA Donghui.

This reorganization of the sales and service system is unrelated to recent public scrutiny faced by Li Auto and is instead a proactive internal initiative. Meanwhile, founder LI Xiang remains focused on product development, while MA Donghui continues to oversee business operations related to R&D, supply, sales, and smart vehicle initiatives.

At 9 AM today, MA Donghui convened an all-hands meeting for the sales and service department, where the aforementioned changes were officially announced. MA stated that the adjustments aim to “build store-centric user operational capabilities” to “achieve user satisfaction and company pride.”

Following the dissolution of the “Five Major Regions” structure, Li Auto’s sales and service system will adopt a “Region + Zone” regional management model, now totaling 23 areas. This effectively revives the earlier “province-based responsibility system,” where sales territories are divided by province, each led by a head who reports directly to headquarters.、

By returning to this familiar management structure and personnel arrangement, headquarters can centrally mobilize resources to bolster frontline operations. This prepares the company for the upcoming launch of the i6 with full “combat readiness.”