Li Auto has appointed Zach Zhou, formerly responsible for Chery Automobile‘s European corporate and fleet sales and a longtime XPeng overseas executive, as its Deputy General Manager of Europe.
The hire, disclosed on LinkedIn, is the clearest signal yet that the Beijing-based automaker is assembling a dedicated commercial team ahead of its planned European market entry.
The executive also lists the role of Managing Director of Benelux — Belgium, the Netherlands, and Luxembourg — on his profile.
Li Auto opened a German R&D center in early 2025, creating a team focused on styling, power semiconductors, chassis systems, electric drivetrains, and regulatory certification for the Old Continent.
Automotive Background
Zhou spent more than three and a half years at XPeng, where he held overlapping roles spanning fleet sales, dealer network development, and overseas strategy.
Based in Amsterdam from October 2021 to April 2024, he led overseas fleet sales and remarketing while simultaneously heading fleet sales for the Nordic region — covering Norway, Sweden, Denmark, Finland, and Iceland.
Before relocating to Europe, he worked on XPeng‘s overseas expansion strategy from China and served as Head of Fleet Sales and Cities General Manager for South China.
After leaving the Guangzhou-based carmaker, Zhou joined Chery Automobile as EU Corporate and Fleet Sales Director — a role he held for over two yars.
Within Chery, he was responsible for the brand’s entire European market from its Amsterdam base.
His move to Li Auto places him at the center of the automaker’s European buildout.
Late-Comer to Europe
Li Auto is arriving in Europe later than nearly all of its Chinese peers.
XPeng entered the continent through its Amsterdam-based headquarters in 2021 and now operates across more than 28 European countries, with local assembly at Magna Steyr’s plant in Austria.
Chinese premium EV maker Nio launched in Norway in 2021 and has since expanded across multiple European markets with its own showrooms, battery swap infrastructure, and, more recently, a distributor model.
Giant automakers BYD and Geely have also established significant European footholds.
Li Auto‘s founder and CEO Li Xiang acknowledged late last year that the company had fallen behind competitors that had already moved aggressively into overseas markets over the prior two years.
The CEO had previously said the brand would not enter overseas markets before 2025, a timeline that has since slipped further.
First Preparations
The company’s European preparations have so far been institutional rather than commercial.
Li Auto registered its first overseas R&D entity in Munich in April 2024 and opened a German R&D center in early 2025, assembling a team focused on styling, power semiconductors, chassis systems, electric drivetrains, and regulatory certification.
Recently, the company joined the China Chamber of Commerce to the EU, whose Automotive Working Group is led by Nio‘s Vice-President Hui Zhang.
The company has also posted job listings for sales vice presidents in markets including Madrid and Warsaw.
At the Beijing Auto Show late last month, Li Auto‘s Executive Director and President Donghui Ma confirmed the company will participate in the Paris Motor Show in October, marking its debut at a top-tier European auto show.
Domestic Pressure as a Catalyst
Li Auto‘s push into Europe comes as the company faces sustained pressure in its home market.
The automaker delivered 34,085 vehicles in April 2026, essentially flat year over year and down 17% from March.
For the first four months of the year, deliveries totaled 129,227 units, up just 1.9% compared with the same period in 2025.
The company delivered 406,343 vehicles in 2025, falling 37% short of its revised 640,000-unit target.
CEO Li Xiang announced a 20% growth target for 2026 during the fourth-quarter earnings call, with international expansion cited as one of the levers for reaching approximately 490,000 deliveries.
With new energy vehicle penetration in China surpassing 50%, competition has shifted from growth to a fight for market share amid a persistent price war.
Li Auto‘s fully electric models, including the i8 and i6 SUVs, have faced weaker-than-expected demand against competitors like Xiaomi‘s YU7 and the Onvo L90.
The company has since refocused its product strategy on extended-range electric vehicles, aiming to reclaim its leading position in the EREV segment.
EREV Advantage in Europe
Li Auto‘s product portfolio could offer a distinct strategic advantage in Europe.
The company specializes in extended-range electric vehicles, which combine a battery-electric drivetrain with a small petrol engine acting as a generator, providing combined ranges exceeding 1,000 kilometers per fill-up.
Under current EU tariff classifications, EREVs may face different treatment than pure battery-electric vehicles, which are subject to countervailing duties imposed by the European Commission on Chinese EV imports in October 2024.
XPeng has already noted that introducing extended-range models in Europe would allow it to circumvent those duties.
Europe’s charging infrastructure also remains limited in coverage compared to China, creating a potential opening for range-extended vehicles.
According to Li Auto‘s Senior VP of Vehicle Electrification Liu Liguo, his teams have visited Europe annually for the past two years and found that extended-range technology holds market potential on the continent, but currently lacks competitive products.
Building Beyond Europe
Zhou’s appointment is part of a broader international acceleration.
Li Auto entered Central Asia in October 2025 with its first overseas showroom in Tashkent, Uzbekistan, and has since expanded into Kazakhstan, Azerbaijan, and Egypt.
At the Beijing Auto Show, the company signed dealership partnerships in the UAE and Saudi Arabia and announced entry plans for Cambodia, Laos, Macau, and Myanmar.
The company has stated that all new models scheduled for launch in 2026 will comply with overseas market regulations.
Li Auto has not provided a specific timeline for when European sales will begin, though the Paris Motor Show appearance in October and the hiring of executives like Zhou suggest the groundwork is being laid for a commercial launch in the near term.
