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Apr 9, 07:45 AM

Guo Rui Appointed Chairman and CEO of Zhijie Motors

#Chinese Automaker Global Expansion and Competition#Beyond the Red Ocean: Differentiated Globalization Strategies of Chinese NEV Titans (2025–2026)#The Strategic Blueprint of "Tech-Plus-Channel" Synergy: A 2026 Analysis of Chinese Auto Globalization

[Personnel Appointment] Guo Rui, former CMO of Honor, has been appointed Chairman and Chief Executive Officer of Zhijie Motors.

Key Development: Veteran Consumer Electronics Marketer to Lead Zhijie's Brand 2.0 Strategy

Guo Rui will assume full responsibility for the company's operations and management effective April 2, marking the critical implementation phase of Zhijie's Brand 2.0 strategy. He previously served as Chief Marketing Officer of Honor Group, where he spearheaded the brand’s premiumization and global expansion, and brings a diverse background from Huawei Consumer Business Group and Procter & Gamble.

Strategic Foundation: Strengthening the Playbook for a Premium Smart EV Brand

Zhijie has onboarded two high-profile executives this year: In January, Zhao Changjiang (former General Manager of BYD Sales) joined as Executive Vice President, and now Guo Rui takes the helm—highlighting the company’s determination to accelerate its breakthrough within the Harmony Intelligent Mobility ecosystem by leveraging consumer electronics marketing systems and premium brand operational expertise.

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