Former ZEEKR Chief Business Officer Guan Haitao Returns to Honor as Head of Marketing Department

Deep News11-26

On November 26, it was exclusively learned that Guan Haitao, former Chief Business Officer of ZEEKR Technology Group, has recently joined Honor as the head of the Marketing Department under the Marketing and Sales Service Division. He will primarily oversee overseas marketing and institutional marketing capability development.

The Marketing Department is a secondary division, with Guan Haitao reporting dually to two top-level division presidents: Wang Ban, President of Honor's Marketing and Sales Service Division, and Guo Rui, President of the Brand Marketing Division.

Public records show that Guan Haitao is a veteran of Honor, having previously served as Chief Marketing Officer (CMO) and Head of E-commerce for Honor China. He joined ZEEKR Intelligent Technology as CMO in September 2023, was promoted to Group CBO in February 2025, and reportedly left the position in October of the same year. On October 10, Guan confirmed his departure in a social media post, stating he was "ending his Hangzhou journey."

Guan's return is expected to strengthen Honor's overseas marketing and institutional capabilities. Honor has consistently prioritized global market expansion.

In May this year, Honor's new management team made its debut. Wang Ban revealed in an interview that Honor has maintained strong growth worldwide. Over the past year, Honor achieved over 50% growth in Latin America, the Middle East & Africa, and Asia-Pacific regions, with Southeast Asia exceeding 100%. The Middle East & Africa market grew fourfold in two years, with an additional 66% growth in the first four months of this year.

Wang recently announced on social media that Honor shipped over 10 million smartphones in Latin America in 2025.

To bolster domestic sales, Honor transferred Wang Yuanlin, President of its Middle East & Africa division, to lead Honor China. Wang Ban described Wang Yuanlin as a seasoned executive with over two decades of experience in both Chinese and international markets, expressing confidence in his leadership.

Honor officially initiated its IPO process in June this year, with listing preparations scheduled for completion between January and March 2026.

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