Li Pengcheng Appointed CMO of Volkswagen Anhui

[Personnel Change] Li Pengcheng, former executive at XPeng and Avatr, has returned to Volkswagen as Chief Marketing Officer (CMO) of Volkswagen Anhui.

Key Development: Li Pengcheng Takes Charge of Marketing at Volkswagen Anhui

Li Pengcheng officially assumed the role of CMO of Volkswagen Anhui on March 11, taking full responsibility for brand marketing, digital sales, and user operations, succeeding Chen Jing, who was reassigned to Volkswagen Group China.

Professional Background: A Marketing Veteran Bridging Traditional and New-Energy Automotive Sectors

Li Pengcheng brings over 20 years of experience in the automotive industry. He spent 15 years at FAW-Volkswagen, serving as the company spokesperson starting in 2010 and later promoted to Director of Public Relations for the Volkswagen brand in 2015. In 2019, he joined XPeng Motors, leading communications for models such as the P7. In February 2023, he became CMO of Avatr Technology, driving the brand’s premium positioning.

Strategic Rationale: Strengthening Volkswagen’s Electrification Marketing Strategy in China

This appointment underscores Volkswagen Anhui’s accelerated integration of digital marketing capabilities and local premium brand expertise to better compete in China’s fiercely contested new energy vehicle market.