The long-standing rumors about Guan Haitao, the Chief Business Officer (CBO) of Zeekr Tech Group, stepping down from his position have finally been confirmed, indicating that Zeekr is on the verge of losing a significant contributor.

At noon today, Guan Haitao took to WeChat Moments to announce his departure from Zeekr, saying, "Life is fleeting, akin to a white horse galloping through a narrow opening. The days we spent fighting side by side are the most unforgettable. Witnessing Zeekr's rapid growth, its peak moments, IPO, the establishment of Zeekr Tech, and my return to Geely have been the most precious honors of my career. I'm grateful for everyone's support. My time in Hangzhou is coming to an end. I'm thankful to all the comrades and friends who stood by me. I appreciate this era. The days may be long, but our friendship is enduring. We'll meet again amidst the mountains and rivers. I hope everyone continues to support Zeekr and Geely."

In response, Yang Xueliang, the Senior Vice President of Geely Holding Group, expressed his well-wishes for Guan Haitao, stating, "Thank you, Haitao, for your outstanding contributions to Zeekr's development. Working with you was a pleasure, and I miss the days we fought together. I wish you all the best in your future endeavors. Come back and visit often!" It's evident that Yang Xueliang holds Guan Haitao in high esteem and is reluctant to see him leave.

According to available information, Guan Haitao previously served as the Chief Marketing Officer (CMO) and Head of E-commerce for Honor China for a considerable period. He joined Zeekr in September 2023 as CMO and was promoted to CBO of Zeekr Tech Group in February of this year. During his time at Zeekr, he spearheaded the marketing efforts for Zeekr's first all-electric luxury sedan, the 007, and consistently highlighted the product's significance in various contexts.

For example, in January of this year, Guan Haitao remarked, "The product is always the cornerstone (represented by '1'), while market influence and channel strength are the zeros that follow." He believed that the product serves as the company's competitive edge and that Zeekr's products are their own best ambassadors. Simultaneously, he emphasized integrating brand thinking with e-commerce thinking in his marketing strategies, advocating for building influence around consumer behavior patterns.

Guan Haitao's tenure at Zeekr spanned 2 years and 1 month. One of the most memorable incidents during his time there was the high-profile controversy at the end of 2023 when Zeekr executives collectively targeted Xiaomi. Let's revisit the timeline: On the morning of December 25, 2023, Xiaomi Auto officially announced that its tech launch event would take place on December 28. Prior to this announcement, Xiaomi Auto had been heavily promoting the concept of 'tech giant, ecosystem car-making,' which drew ridicule from Zeekr executives.

On the evening of December 21, Zeekr Vice President Zhu Ling posted a critique of 'ecosystem car-making.' He candidly stated that current automotive marketing is increasingly resembling the health supplement industry, with a plethora of new terms emerging, and he didn't grasp the meaning of 'ecosystem car-making.' "A car is, after all, a car. When discussing an ecosystem, the first consideration should be the ecosystem of using the car because creating a product is straightforward, but establishing a comprehensive system is challenging," he said.

Although Zhu Ling didn't specifically name anyone, it was apparent to observers that he was deliberately mocking Xiaomi Auto. In the comments section of Zhu Ling's Weibo post, Zeekr Vice President Zhao Chunlin and then-CMO Guan Haitao both joined in with negative remarks. Among them, Guan Haitao sharply commented, "The last one making a big deal about ecosystem car-making was probably LeTV." Considering that LeTV's disastrous outcome is well-known, was Guan Haitao hinting at a similarly bleak future for Xiaomi Auto?

This move sparked considerable controversy, with netizens having mixed reactions. Some agreed, stating, "Car-making isn't just about slogans; ultimately, it depends on strength." Others disagreed, saying, "You're already getting anxious before Xiaomi Auto even launches." Some also didn't understand why Zeekr executives would make such comments, remarking, "I think Zeekr is a good car, but there's no need to drag down competitors."

To be honest, I'm not surprised by Guan Haitao's remarks. After all, during his time at Honor, he had numerous clashes with Xiaomi, ranging from minor disputes to occasional fan altercations. After joining Zeekr, given the complex history of talent poaching between Xiaomi and Geely, he naturally didn't hold back, consistently taking an oppositional stance in marketing and seizing every opportunity to criticize his rival.

So, the question arises: With Guan Haitao's departure now confirmed, will Zeekr's marketing continue to excel, and will the dispute between Zeekr and Xiaomi subside or escalate? This will undoubtedly be a major point of interest. What's your take?