According to Tencent News, Yu Tao, the marketing head of OnePlus Mobile, is expected to join the leading new energy vehicle company, XPeng Motors, as Vice President of Marketing in the near future. The new executive will be responsible for XPeng‘s market marketing and public relations communication strategy, reporting directly to XPeng‘s president, Wang Fengying.
Since the departure of former Vice President of Marketing Yi Han earlier this year, XPeng has been actively seeking a leader who can guide the company’s marketing team forward. After nearly four months of careful consideration and extensive searching, XPeng has finally welcomed this new marketing leader. According to insiders at OPPO, Yu Tao is still in his current position but has confirmed that he will soon resign. In response to this, a person in charge at XPeng said they would “provide feedback next week”.
Before this, XPeng‘s market marketing and public relations work was handled by Yi Han. Yi Han has rich experience in the field of automotive marketing, having worked in marketing roles at Geely, Volvo, Lynk & Co, Smart, and Radar brands. However, he chose to leave XPeng at the beginning of this year to return to the Smart brand as CEO of the China region. This personnel change also reflects adjustments in XPeng‘s marketing talent layout.
Industry insiders pointed out that XPeng Motors has always relied on its technological strength as its core competitiveness, but in its publicity strategy, it needs to be more in line with consumer needs and present its technical advantages in a softer way. As the competition in the new energy vehicle market becomes increasingly fierce, and products are becoming more and more electronic consumer goods, mining marketing talent from mobile phone brands has become a new strategy.
Yu Tao has extensive experience in the field of mobile phone marketing. He has been in charge of marketing for brands such as 360 and Honor, and later joined OPPO to be in charge of marketing for the OnePlus brand. Such a background gives him unique insights and strategies on how to attract young consumers and build brand image.
For XPeng Motors, the addition of Yu Tao will bring new marketing concepts and strategies to the company. Especially with the upcoming debut of XPeng‘s first model in the MONA series in June this year, Yu Tao’s joining will undoubtedly bring more market attention to the company.
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