Zhijie Auto Completes Leadership Transition; Guo Rui Appointed Chairman and CEO

On April 30, Anhui Zhijie completed changes to its business registration, appointing Guo Rui as the company’s legal representative, Chairman, and Chief Executive Officer. Guo holds a Ph.D. in Science from the School of Electronics Engineering and Computer Science at Peking University. In his early career, he conducted research in quantum computing, publishing papers in *Physical Review* and attending the Nobel Prize Meeting as a representative young scientist. He later transitioned into the business sector, holding brand and marketing roles at companies including Procter & Gamble and Huawei. In 2017, Guo joined Huawei Consumer Business Group as Chief Marketing Officer for Greater China, playing a key role in driving Huawei’s smartphone brand transformation toward the premium market. In August 2021, he became a founding member of Honor following its spin-off from Huawei, serving successively as Senior Vice President, President of Brand and Marketing, and Group Chief Marketing Officer. He also joined Honor’s Executive Management Team (EMT) and Investment Committee, leading the development of a global brand and marketing system spanning over 100 countries and regions. In his new role at Zhijie Auto, Guo’s mandate is to elevate the brand from “technology leadership” to “brand leadership.” Zhijie Auto leverages Huawei’s technology and Chery’s manufacturing capabilities. Currently, Zhao Changjiang oversees marketing execution, while Guo brings extensive experience in premium brand operations from the consumer electronics sector. Industry observers are watching closely to see whether he can effectively apply his established brand-building methodologies to the automotive industry and achieve strategic brand objectives through differentiated products.