Zhao Changjiang once led BYD’s joint venture Denza and created the hit D9 model but was unable to replicate that success with subsequent products.
On October 23, several automotive bloggers reported that Zhao Changjiang, General Manager of BYD’s Denza and Fangchengbao Direct Sales Division, had officially left the company. A document allegedly issued internally by BYD later circulated online, showing that Zhao resigned for personal reasons and that the departure procedures had been completed in accordance with company regulations.
On October 24, Zhao confirmed his resignation via his personal social media account.
Industry sources suggest Zhao may join Luxeed, the intelligent EV brand jointly developed by Huawei and Chery, and could take charge of marketing operations. However, neither party has issued an official confirmation.
According to public records, Zhao joined BYD in 2009 and rose through the ranks from regional sales manager to become General Manager of BYD Auto Sales Co., Ltd. in 2017, making him one of the company’s youngest senior executives at the time.
In 2021, Zhao took over Denza, BYD’s joint venture with Mercedes-Benz, where he spearheaded its high-end transformation and led the launch of the Denza D9.
The model went on to dominate China’s new energy MPV market priced above RMB 300,000 ($42,100) for several consecutive months and helped Denza become the fastest premium NEV brand to reach 100,000 units sold.
However, Denza’s performance has since become more uneven. In September, Denza delivered 12,407 units, bringing its cumulative 2025 sales to 115,605 vehicles.
The D9 remained the brand’s mainstay with 8,944 units sold in September, followed by the N9 with 2,524. Meanwhile, the Z9 and N7 recorded only 841 and 98 units, respectively — all significantly below expectations except for the D9.
In July, BYD announced an internal rotation, transferring Zhao from Denza’s sales division to lead Fangchengbao’s direct sales business, replacing Li Hui.
Despite publicly denying departure rumors during the N9 launch event, many industry observers viewed the move as a prelude to his eventual exit.
For Luxeed, Zhao’s rumored arrival may be timely. The Huawei-Chery joint venture has faced coordination challenges since its inception, prompting Chery in August to announce that Luxeed would transition toward independent operations. Zhao’s track record with Denza and expertise in high-end NEV marketing could strengthen Luxeed’s brand positioning and commercial rollout.
As of now, BYD, Luxeed, and Zhao himself have not issued further comments on the matter.
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