Li Auto outpaces Tesla in China job postings

Growing deliveries for maiden mid-size SUV ‘Li ONE’ and the introduction of new production line seems to have increased Beijing-based Tesla rival Li Auto’s need for talent. The US-listed electric vehicle (EV) maker is rallying for new hires with job postings increasing from 159 jobs in January 2021 to 441 in July 2021, surpassing Tesla’s new job listings, which stood at 273 in July 2021, finds GlobalData, a leading data and analytics company.

Ajay Thalluri, Business Fundamentals Analyst at GlobalData, says: “Li Auto is looking to establish presence across various cities and provide direct services. The company delivered over 72,000 Li ONE since its launch and saw over 8,000 deliveries in July 2021. According to GlobalData’s ‘Thematic Research: Electric Vehicles 2021’, Li Auto is classified as a challenger in vehicle assembly and takes on the likes of Tesla in the EV landscape. Additionally, Li Auto’s plug-in hybrid electric vehicle (PHEV) battery mechanism differentiates its offering from rivals and looks to introduce new models with the same technology.”

The company plans to construct a production line for a new model using black light factory technology. A June 2021 listing ‘Director of Intelligent Technology’ shows that Li Auto looks to use visual recognition, AI learning, automatic transmission, and big data analysis in the new model development. ‘Quality Director – Vehicle Quality’ role also shows that the job incumbent is responsible for customer feedback and maintenance data collection after product launch.

The NASDAQ-listed company also looks to improve government level awareness and brand image. ‘Director of Government Relations’ incumbent is expected to pay close attention to the current situation and changes of government policies.

‘Director of Industrial Planning’ role further shows that the company is developing industrial planning plans and production capacity analysis reports based on its 2025 strategy to lead market share of EV sales in China. Cooperating with government departments is one such ways that the company is looking to explore.

Mr Thalluri adds: “In the light of growing crackdown on Chinese companies, whose stocks are traded in the US, job roles to maintain ‘government relations’ has gained significance. Li Auto is one of the few auto manufacturers that trades in the US and looks to stay resilient.”

Li Auto is developing value-added business development services such as insurance, car service, and installation of charging piles, ‘Director of Delivery Value-Added Services’ role shows. ‘Legal Director’ role suggests that the company is looking to diversify, where implementation new business may involve special research on policies and legal risks. It wants to formulate legal advice to prevent potential risks.

The company is advertising for senior-level jobs that hint plans to standardize factory operations and develop overall business systems. Key jobs include ‘Service Product Director’ ‘Administrative Director (factory direction)’ ‘Director of Insurance Operations’ and ‘General Manager of Innovance Ideal Joint Venture Factory.’

Mr Thalluri concludes: “Li Auto is recruiting and training personnel regionally. The need for new recruits has seen an increase with the company expanding from 31 retail stores in August 2020 to 109. Hiring activity could continue with the company looking to further expand sales and service network.

Credits: Ajay Thalluri, Business Fundamentals Analyst at GlobalData