Xiaomi has appointed Kong Yanshuang, a former executive at Tesla China, to lead its electric vehicle sales operations, according to Chinese media reports, as the company adjusts its sales structure amid evolving market conditions.
Kong joined Xiaomi in early March and will replace Li Xiaorui as head of automotive sales, Chinese outlet Jiemian reported. Xiaomi has not publicly commented on the reported appointment. The report said the personnel change is part of an effort to adjust and optimize the company’s EV sales and channel system.
Kong previously worked at Tesla China, where she was involved in regional sales system development and brand-related initiatives. Her experience includes participation in Tesla’s expansion across major and lower-tier cities in China, as well as its production ramp-up and model rollout in the market.
Jiemian also reported that another individual with a Tesla background, identified as “Eason,” has joined Xiaomi and entered its advisory department, which supports senior management decision-making. “It is rare for a new employee to enter the advisory department directly, which usually indicates a high strategic weighting within the organization,” the outlet cited a person familiar with the company as saying.
Xiaomi’s retail approach has drawn on Tesla’s model since the early stages of its EV business, with a number of regional managers previously working at the U.S. automaker, according to the report. Over the past two years, the company has focused on product development and brand positioning, while sales team capabilities received comparatively less emphasis, Jiemian cited a dealer as saying.
As order growth shifts toward a more stable phase, expectations for sales operations are also changing, with greater focus on operational efficiency and customer conversion, according to the report.
Separately, Lanjinger reported that Song Gang, a former production executive at Tesla’s Shanghai facility, is expected to join Xiaomi’s EV unit. He may take on a factory-related role alongside current plant manager Ji Guowei, according to the report.
Xiaomi said its EV deliveries in March exceeded 20,000 units but remained below 30,000, partly due to the transition to an updated version of its SU7 sedan. The model, launched on March 19, has recorded cumulative deliveries of more than 7,000 units, according to the company.
The company has set a full-year delivery target of 550,000 vehicles for 2026.
Xiaomi also reported that its smart electric vehicle and AI segment recorded its first full-year operating profit in 2025. Revenue from the segment rose 223.8% year-on-year to 106.1 billion yuan ($15.4 billion), with operating income of 900 million yuan, based on company disclosures.
In addition, Xiaomi has introduced manufacturing automation initiatives. Earlier in March, the company said a humanoid robot had been deployed in production at its EV factory, completing assembly tasks with a reported 90.2% success rate, according to a post on its official Weibo account.