Written by | Yang Zheng
Beiqing Auto learned today that former Xpeng executive Li Pengcheng has confirmed to join Avita Technology as CMO, responsible for branding, marketing and public relations. Avita Technology has issued a full staff document on February 2 to make the appointment public.
Li Pengcheng is a veteran of the automotive public relations circle, and has been in charge of public relations business in the FAW-Volkswagen General Manager Office since 2011. In 2015, when the Sagitar Broken Axle Door was plagued by negative problems, he was appointed as the public relations director of the Volkswagen brand, which reversed the brand reputation in time. Since then, FAW-Volkswagen has quickly shaken off the negative shadow and has been soaring all the way to the top of the production and sales list for many years.
In 2017, Li Pengcheng left the system and became a co-founder after owning a car, mastering the logic of commercial media operations. In 2019, after experiencing the transformation of the role of the central enterprise system to the private economy, Li Pengcheng joined Xpeng Motors as the vice president of public relations and began the road of entrepreneurship. It has successively helped Xpeng Motors to list on the New York Stock Exchange and the Hong Kong Stock Exchange, becoming the first Chinese new energy vehicle brand to be listed in the United States and Hong Kong at the same time, and achieved the first place in national sales of new energy vehicles in 2021.
While experiencing the exciting and rapid growth of startups, they also have to endure the volatility of their brutal market competition. 2022 is a difficult and fake year for Xpeng Motors, and the decline in sales and the failure of the G9 launch have caused Xpeng's stock price to fall all the way, with internal and external troubles. Under these circumstances, He Xiaopeng carried out vigorous internal rectification and structural adjustments, and began to start executive recruitment and recruit talents. Li Pengcheng left shortly after being renamed assistant to the CEO.
Before the Spring Festival, the news that Li Pengcheng joined Avita Technology has been widely circulated in the automotive circle, not only because of Li Pengcheng's personal industry influence, but also the end of various rumors of Xiaopeng, and the beginning of Avita's return to traditional automobile marketers.
At the beginning of its establishment, Avita Technology invited Wang Lin, a beautiful executive with a glamorous resume in Chanel and InterContinental Hotels, to be the CMO, but this attempt ended with her departure in October 2022.
Li Pengcheng joined Avita this time, and also expanded his business scope from the public relations field to brand and marketing, which is a more suitable time for him and Avita to meet the right person.