- XPeng appointing Lee Man-sik to lead South Korea from Dec 1, 2026 signals a deliberate push to build local sales, service networks and partnerships to capture Korean buyers.
- XPeng reported October 2026 deliveries of 50,237 vehicles worldwide, with overseas deliveries of 13,326 units, and cites operations in 83 countries plus eight R&D centers.
- Targeting premium imported-car buyers, XPeng faces execution risks including unspecified local launch timing, dealer network rollout, regulatory approvals and competing established Korean preferences.
XPeng has appointed Lee Man-sik, a veteran automotive executive with 30 years of industry experience, as managing director of its South Korean business. The appointment will take effect on December 1, 2026, PR Newswire reported.
The move signals that XPeng is preparing to enter the South Korean market as planned. Lee will lead the establishment of its local operations, including developing sales and service networks, securing strategic partnerships and raising the brand’s profile among Korean consumers.
XPeng has yet to announce a market launch date or details of its local operating structure. Further information is expected to be disclosed at a later stage.
Lee brings more than three decades of automotive experience. He began his career in engineering before moving into sales, marketing, product strategy, brand communications, dealer network development and customer service.
He joined Volvo Cars Korea in 2003 and later played a role in expanding the brand’s presence in South Korea’s premium imported-car market.
During his tenure at Volvo, Lee led the development and execution of the company’s medium- and long-term growth strategies. His responsibilities spanned brand positioning, product planning, sales and marketing, nationwide dealer network expansion and customer experience.
Commenting on his move to XPeng, Lee said a car brand’s long-term success depends not only on the quality of its products but also on the trust it builds with customers. He said XPeng’s advances in AI technology and its vision for future mobility offer new possibilities for the automotive industry.
Lee described South Korean consumers as discerning buyers who maintain high expectations for vehicles while remaining open to new technologies and innovation. He believes XPeng’s technological capabilities and product competitiveness could give local consumers another option.
The planned South Korean entry forms part of XPeng’s broader international expansion in 2026.
XPeng delivered 50,237 vehicles worldwide in October 2026, up 22% MoM and 20% YoY, setting a new monthly record. Overseas deliveries reached 13,326 units, surging 166% YoY to another record high.
XPeng now operates in 83 countries and regions. It has eight R&D centers and six production bases worldwide, supported by a network of more than 1,200 stores.
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