Huchu Xu

Huchu Xu

Partner, Strategy& China

Huchu Xu is an advisor to executives in the auto industry and public sector for Strategy&, PwC's strategy consulting business. Based in Shanghai, he is a Partner with Strategy&. With over 20 years of management consulting experience, He has extensive experience in the auto consulting and strong expertise in growth strategy, growth, product, brand and channel.

Mr. Xu has made in-depth studies of China’s macro-economic trends, urban development as well as corporate management and operations. Mr. Xu has led the program Emerging Best Practices of Chinese Globalizers: Tackle the Operational Challenges in collaboration with World Economic Forum to explore the challenges faced by Chinese enterprises during the globalization process and conduct in-depth analysis of strategies, best practices and operations models for Chinese globalizers.

Mr. Xu has developed unique perspectives and methodology on corporate strategy planning, organizational restructuring, and leadership improvement. He is also recognized as a leading managing consulting specialist, combining advanced global ideas and practices with deep understanding of Chinese consumer and market dynamics. Mr. Xu has successfully led large projects during his engagement with automotive, governments, state-owned enterprises, and media sectors.

Selected relevant experience includes:

  • Conducted R&D value chain benchmarking for a leading auto group in China
  • Developed channel strategy and assisted in enhancing dealers’ capabilities for a major commercial vehicle manufacturer in China
  • Designed market entry strategy for a leading commercial vehicle manufacturer in China 
  • Developed branding strategy for a leading JV automaker in China
  • Developed group overall strategy, BU strategy and organization structure for a leading auto and parts group in Northeastern China
  • Development planning of modern commerce and trade city in general development and specific networks, for a major provincial capital in central China
  • Mid-to-long term planning, for a well-known tourist city in Northern China
  • Planning of development strategy and corporate governance for a State-owned Assets Supervision and Administration Commission of the State Council in a major city in the Pearl River Delta
  • New energy development planning for a noted energy city in East China
  • City development master planning and regional integration strategy development for a major city in Northern China
  • Planning of city branding and marketing strategies and development of a modern service industry for a region, including a municipality


  • MBA, Manchester Business School
  • BA in Journalism, Fudan University

Contact details



  • Capabilities Driven Strategy + Growth
  • Organization strategy


  • Automotive
  • Public sector


  • MBA Manchester Business School
  • BA in Journalism Fudan University