May 1 Reuters China39;s Huawei Technologies HWT.UL has moved the highprofile chief of its consumer business, Yu Chengdong, to a new role as chair of the unit, two people with knowledge of the matter said.

While Yu becomes chairman, He Gang, the consumer business group39;s chief operating officer, will take over as the unit39;s CEO, the people said. The change was announced internally last week when it took effect, one said.

Yu has headed Huawei39;s consumer unit, which includes its smartphone business, since 2012, a period marked by rapid growth, a hit from U.S. sanctions to the company39;s supply chain and more recently a rebound in sales.

Yu39;s role as chairman of Huawei39;s smart car solutions business, a unit the company has said it intends to spin off into a new company, is unchanged, the person said.

Huawei did not comment and Yu, also known as Richard Yu, could not be reached for comment.

No reason was provided in Huawei39;s internal announcement for the change, a second person with knowledge of the matter told Reuters.

The people asked not to be named because they were not authorised to speak on the matter.

As CEO, Yu would be expected to take charge of business strategy, and as chairman, he would handle administrative matters, including personnel, the person said.

Yu is one of Huawei39;s highestprofile executives. He has spoken at major industry events and appeared with Chinese bloggers to pitch products and Huawei39;s innovation.

In September, Yu…