- Volkswagen Anhui appoints Li Pengcheng, ex-XPeng/Avatr marketing chief, as CMO and executive committee member.
- New localized leadership triangle—CEO Stefan Timmermann, COO Liu Zhanshu, CMO Li Pengcheng—now steering transformation.
- Team readies for a product-heavy 2026 with four new vehicles across SUVs and sedans.
Volkswagen Anhui has formally established a localized core management team comprising CEO Stefan Timmermann, COO Liu Zhanshu, and CMO Li Pengcheng.
Volkswagen Anhui Digital Sales & Service Co., Ltd. (DSSO) confirmed Li Pengcheng’s appointment as Chief Marketing Officer (CMO) in an internal memo today. Effective March 11, Li will also hold a seat on the firm’s Executive Management Committee.
In his new role, Li will spearhead brand marketing, digital sales, and user operations, succeeding Chen Jing, who is transitioning to a senior management position within Volkswagen Group China.
Li Pengcheng’s career began at FAW-Volkswagen. After joining in 2002, he worked in various departments including Human Resources, the General Manager’s Office, and the Sales Company. He was promoted to FAW-Volkswagen Corporate Communications Spokesperson in 2010, and became Public Relations Director for the Volkswagen brand in 2015.
He subsequently joined XPeng Motors in 2019 as General Manager of Brand Public Relations, reporting directly to He Xiaopeng. During his nearly four years at XPeng, he led the company’s communications through its entire journey from startup to dual listings on both NYSE and HKEX.
In 2023, he moved to AVATR Technology as Vice President and Chief Marketing Officer, fully responsible for brand marketing, before briefly serving at autonomous driving company Momenta.
This composite resume spanning “joint venture systems + new forces automakers + premium brands” represents precisely the core expertise needed by Volkswagen Anhui during its critical transformation period.
Notably, this appointment comes just three months after Liu Zhanshu assumed the role of Chief Operating Officer (COO) at Volkswagen Anhui. Liu also hails from the FAW-Volkswagen system, having previously worked at FAW-Volkswagen Audi Sales Division, before moving through General Motors, Zeekr, Voyah, and Jaguar Land Rover China.
With Li Pengcheng’s arrival, Volkswagen Anhui has formally established its localized core management team comprising CEO Stefan Timmermann, COO Liu Zhanshu, and CMO Li Pengcheng.
The new team’s formation coincides with Volkswagen Anhui’s “product-heavy year.” According to plans, Volkswagen Anhui intends to launch four new vehicles in 2026, including three all-new models and one facelift, covering multiple segments including SUVs and sedans.
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