Leapmotor's Marketing System Adjustment and Xu Jun's Role

TapTechNews May 31st news, according to 21st Century Business Herald, after Huawai executive Xu Jun, who is in charge of sales, joined Leapmotor for one year and 10 months, Leapmotor made its first 'ove' on the marketing system for the first time.

It is said that there are mainly two major changes in this marketing system adjustment:

The first major change is in the sales business. Leapmotor merged the original three sales departments (channel sales department, industry sales department, and retail management team) into one'sales department' to integrate the sales system. The person in charge of the sales department reports to the chief operating officer (COO) Xu Jun.

The second major change is in the overseas business. Leapmotor cancelled the overseas expansion department. Leapmotor announced that the Leapmotor company no longer sets up a separate overseas department to be responsible for overseas business, and the relevant team members were transferred to the vehicle product line, service department and marketing operation department respectively.

On May 14th, Leapmotor and Stellantis Group jointly established 'Leapmotor International', led by the Stellantis Group, and plans to enter the nine European countries' markets including Belgium, France, Italy, and Germany first in September this year.

Except for the Greater China region, the joint venture company has the exclusive right to carry out export and sales business to all other markets in the world, and also has the exclusive right to manufacture Leapmotor products locally. Therefore, the news of Leapmotor's cancellation of the overseas expansion department is also expected.

And Xu Jun is one of the executives who jumped from Huawei to Leapmotor before its listing. At the beginning of 2023, Xu Jun became the senior vice president and chief operating officer of Leapmotor, in charge of sales and service businesses.

The revenue of Leapmotor in the first quarter of 2024 was 3.4862 billion yuan, an increase of 141.7% year-on-year; the loss attributable to equity holders of the company was 1.0129 billion yuan, compared with 11.33 billion yuan in the same period of the previous year; the total vehicle delivery volume was 33,410 units, an increase of 217.9% year-on-year. The gross margin was 1.4%, compared with -7.8% in the same period of last year and 6.7% in the fourth quarter of last year.