Charley Xu leads Boston Consulting Group’s Marketing, Sales & Pricing practice in Greater China. Charley has 15 years of experience in the automotive industry. Since joining BCG, Charley has worked on over 30 cases for automotive OEMs in China, Germany, the US, and Japan. 

As a core member of the China auto team, Charley has developed expertise in three major areas: brand position and marketing communication, large-scale transformation, and digital strategy and implementation. He has led five auto OEMs to define brand strategy and enhance marketing communication (including consumer segmentation, brand positioning, and return on marketing investment), and three E2E transformations (including sales and marketing functions, transformation office, field force efficiency, and more). Charley also led digital transformations for a home appliance company and an automotive company in China. 

Prior to becoming a consultant, Charley worked for General Motors, Asia Pacific HQ in the sales and marketing division.


  • Master’s, Econometrics, Fudan University
  • Bachelor’s, East China Normal University