Xpeng has confirmed plans to enter the South Korean electric vehicle market, appointing former Volvo Cars Korea executive Lee Man-sik to lead its local operations as the Chinese automaker continues expanding internationally.
The company said in a statement on Monday that Lee will take over as managing director of Xpeng Motors Korea, effective December 1, 2026.
Xpeng has not yet provided a launch schedule, identified the models it intends to introduce or disclosed details of its planned local operations. The company said further information would be announced at a later date.
Former Volvo Executive to Establish Local Operations
Lee brings more than 30 years of experience in the automotive industry. He joined Volvo Cars Korea in 2003 and held responsibilities spanning brand positioning, product planning, sales and marketing, and dealer network development.
At Xpeng, his initial priorities will include establishing the company’s business operations in South Korea, developing sales and after-sales service networks, securing strategic partnerships and building brand recognition.
Lee said South Korean consumers have high expectations for vehicles and are receptive to technological innovation.
He said his focus would be on building customer confidence and providing a dependable ownership experience as Xpeng establishes its presence in the market.
Overseas Expansion Gains Importance for Xpeng
The planned South Korean entry comes as international operations become an increasingly important source of sales for Xpeng.
Overseas deliveries have provided additional support for the company’s business as its year-to-date deliveries in China have come under pressure. Expanding into South Korea would give Xpeng another market in which to develop its international sales network.
The company has not disclosed its expected sales targets or investment plans for South Korea. Its initial model selection, retail strategy and service infrastructure are also yet to be confirmed.