XPENG Takes Bold Step into South Korea by Appointing New Managing Director

XPENG Expands Its Horizons in South Korea

Introduction
XPENG Inc., recognized as a frontrunner in the realm of Physical AI, has recently revealed significant strides towards entering the South Korean automotive market. The company has appointed Lee Man-sik as the Managing Director for XPENG Motors Korea, effective December 1, 2026. With a seasoned background in the automotive industry spanning over three decades, Lee is anticipated to play a pivotal role in XPENG's strategy to penetrate this highly competitive market.

Who is Lee Man-sik?

Lee Man-sik brings a wealth of expertise to his new role at XPENG. His career has equipped him with a profound understanding of various facets of the automotive sector, initially starting in engineering and subsequently expanding into areas such as sales, marketing, product strategy, and customer service. His prominent tenure at Volvo Cars Korea has not only solidified his reputation but also equipped him with crucial insights into the premium automotive landscape in South Korea. Lee's transformative efforts in establishing Volvo as a top premium brand in the region speak volumes about his capabilities.

In his own words, Lee stated, "Over the past thirty years, I have learned that sustainable growth for a premium brand rests not only on outstanding products but on trust built with customers." His vision for XPENG is clearly aligned with the company's ethos of innovation, highlighting a promising future for the brand in South Korea.

Understanding the Korean Market

The South Korean automotive market is known for its high standards and a consumer base that is keenly attuned to technological advancements and innovations. Lee acknowledges that local customers have substantial expectations, which presents a significant opportunity for XPENG. The company aims to differentiate itself by providing advanced technology and superior vehicle performance, aspiring to cater to the needs of tech-savvy consumers.

XPENG's Strategy in Korea

With Lee at the helm, XPENG’s strategy will focus on establishing a robust business foundation in South Korea. His immediate responsibilities will involve creating a comprehensive sales and service network, building strategic partnerships, and enhancing the brand presence within the local automotive sector. Lee emphasizes creating a trustworthy association for consumers by ensuring the XPENG brand consistently offers value throughout the ownership experience.

Recent XPENG Achievements

As XPENG gears up for its market entry in South Korea, the company has been accelerating its international expansion. With a remarkable delivery figure of 50,237 vehicles in October 2026 alone — a notable increase from September — XPENG continues to set new records. This includes a significant rise in overseas deliveries, which jumped 166% year-on-year.

XPENG's commitment to innovation was evident in its recent appearance at the 2026 Paris Motor Show. Here, the company unveiled the next-generation AI flagship SUV, G9L, signaling its readiness to compete in the global market. XPENG aims to replicate this success in South Korea by leveraging its innovative AI technologies and tailored customer experiences.

Conclusion

XPENG's ambitious entry into South Korea marks a pivotal moment in its growth trajectory. With a seasoned professional like Lee Man-sik leading the charge, the company is well-positioned to navigate the complexities of one of Asia's most advanced automotive markets. As details regarding launch timelines and business operations emerge, the local automotive community and consumers alike are likely to watch XPENG's journey with keen interest. This venture is not just about expanding the brand's reach but also about reshaping what car ownership means amidst the digital age.

For more information about XPENG and its developments, please visit XPENG's official website.