The extreme involution of the domestic auto market has urged car companies to accelerate the pace of transformation, and the various measures and plans released intensively have evolved into frequent personnel changes when they are implemented on the heads of enterprises.
From the change of the number one leader of the central enterprises, to the personnel adjustment of the internal subdivisions of the enterprise, to the acceleration of the localization of the personnel structure of the joint venture car companies, and then to the mutual flow ...... between traditional car companies and new car manufacturersThe frequency of executive changes will reach a peak again in 2023, which also reflects the fact that car companies are looking inward, intending to adjust the most basic personnel structure and lead a new round of changes.
Top-level change of guard
Among the hundreds of personnel changes in 2023, the replacement of the "heads" of the two central enterprises is the most concerning.
On February 23, 2023, the official website of China FAW Group announced that Comrade Xu Liuping will no longer serve as the chairman and secretary of the Party Committee of China FAW Group. On the same day, Xu Liuping was transferred to the All-China Federation of Trade Unions and served as the secretary of the party group of the All-China Federation of Trade Unions. On August 31, China FAW Group held a meeting of middle-level and above managers, announcing that Qiu Xiandong was appointed chairman and secretary of the party committee of China FAW Group, and was removed from his position as general manager of China FAW Group.
Qiu Xiandong (right) succeeded Xu Liuping (left) as chairman and party secretary of China FAW Group.
On March 3, 2023, Dongfeng Motor held a leadership meeting to remove Zhu Yanfeng from the post of chairman and secretary of the Party Committee of Dongfeng Motor in accordance with the relevant regulations on the age of enterprise leaders, and Yang Qing, general manager and deputy secretary of the Party Committee of Dongfeng Motor, temporarily presided over the work. On October 27, the relevant responsible comrades of the Organization Department of the Communist Party of China announced the decision on the adjustment of the main leadership of Dongfeng Motor Group: Comrade Yang Qing was appointed chairman and secretary of the Party Committee of Dongfeng Motor Group, and he was removed from the post of general manager of Dongfeng Motor Group.
Yang Qing (right) succeeded Zhu Yanfeng (left) as chairman and party secretary of Dongfeng Motor Group.
Xu Liuping and Zhu Yanfeng are both leaders of the pragmatic school, and both have left a distinct mark on the development of China's auto industry. From 2017 to 2022, under the leadership of Xu Liuping, China FAW's operating income increased from 4698900 million yuan reached 630 billion yuan, and the profit increased from 420500 million yuan to more than 49 billion yuan; The Hongqi brand has completed its evolution, with annual sales from 4,700 to 310,000 units, an increase of 65 times in five years.
During his tenure as chairman of Dongfeng Motor Group, Zhu Yanfeng also tried his best to promote change, and in 2021, he released the "Dongfeng Qi" plan to promote Dongfeng Motor's comprehensive transformation to electrification and intelligence. With the efforts of Zhu Yanfeng, the overall sales volume of Dongfeng Motor Group's own brand passenger cars reached 6850,000 units, up 32% y/y.
After the departure of the leaders of the two major automotive groups, the common task left to the successors is to lead the group to accelerate the transition to electrification. After Yang Qing took over, he proposed a three-year action plan for transformation and upgrading, with the goal of 100% electrification of the new models of Dongfeng's main brand of independent passenger cars by 2024; By 2025, the sales ratio of Dongfeng's own passenger cars and joint venture brands will reach 1:1, with 2 million units each, of which new energy vehicles will account for 50% of its own brands and 70% of its own passenger car brands. For Qiu Xiandong, leading FAW Group to win the battle of "strong rise of new energy vehicles" is also an important task after his succession. According to the plan, in 2025, the total sales volume of the Hongqi brand will reach 1 million, of which the sales of new energy vehicles will exceed 500,000, an increase of 12% compared with 20225 times; In 2030, sales will exceed 1.5 million units, of which new energy vehicles will become the main sales body.
New energy talents are in charge
In addition to the changes in the top leaders of FAW and Dongfeng, the other two major central enterprises, SAIC Motor and Changan Automobile, have also made personnel adjustments in the subdivision sector.
On December 22, SAIC officially announced that Jia Jianxu, general manager of SAIC Volkswagen, Jiang Jun, CEO of Zhiji Automobile, and Wu Bing, general manager of SAIC Passenger Vehicle Branch and CEO of Feifan Automobile, were promoted to vice presidents of SAIC. The three vice presidents who took office this time are all post-70s and have certain experience in the field of new energy vehicles. Jia Jianxu was appointed as the general manager of SAIC Volkswagen in February 2023, leading the company with the strategy of "promoting oil vehicles, stabilizing electric vehicles, and getting on Audi".The family's sales have increased for five consecutive months, with cumulative sales exceeding 180,000 units, and it is in a leading position in the joint venture pure electric camp. Jiang Jun and Wu Bing are at the helm of the two new energy brands, Zhiji and Feifan, respectively, and have rich experience in the brand positioning and strategic layout of the electrification transformation of their own brands.
In April 2023, SAIC Motor released the "Three-Year Action Plan for the Development of New Energy Vehicles": by 2025, SAIC's annual sales of new energy vehicles will reach 3.5 million units, an increase of 25 times, with a compound annual growth rate of 50%, of which independent brands will account for 70% of the overall sales of new energy vehicles; Basically complete the development power switch between the old and new tracks. Putting young people in power is to accelerate the pace of SAIC's new energy transformation.
Changan Group's personnel changes are also focused on the new energy vehicle track. On December 12, AVATR Technology announced that Zhu Huarong, Secretary of the Party Committee and Chairman of Changan Automobile, was appointed as the chairman of AVATR Technology; At the same time, Tan Benhong no longer serves as the chairman and CEO of AVATR Technology, and serves as the deputy secretary of the Party Committee of Changan Automobile. On December 27, Changan Automobile announced that Wang Jun, president of Changan Automobile, will concurrently serve as the chairman of Deep Blue Automobile, and the general manager of Deep Blue Automobile will continue to serve as Deng Chenghao, who was promoted to vice president of Changan Automobile.
According to the "Shangri-La Plan", Changan Automobile will completely stop selling traditional fuel vehicles by 2025. AVATR is oriented to the high-end electric vehicle market, and Deep Blue Automobile is oriented to the mid-range electric vehicle market, and the responsibilities of these two brands in Changan Automobile's new energy transformation are self-evident. Zhu Huarong, chairman of Changan Automobile, once said: "As long as AVATR needs it, Changan Automobile will give it full support, ask for money for money, ask for people to give people, and ask for technology for technology!" β
As an important part of Changan Automobile's "Third Entrepreneurship - Innovation and Entrepreneurship Plan", AVATR also shoulders the important task of building an international high-end new energy brand of Changan Automobile, and AVATR is an important part of Changan Automobile's new pattern of intelligent electric vehicles, which has also become an important reason why Zhu Huarong personally led AVATAR.
In the process of making up for the shortcomings of new energy development, Great Wall Motors is also constantly adjusting personnel appointments. In 2023, personnel changes will be very frequent among Great Wall Motor's brands. On January 30, Wang Fengying, former general manager of Great Wall Motors, joined Xpeng Motors as the president of Xpeng Motors; On May 8, Guo Tiefu, general manager of public relations of Great Wall Motors, resigned and joined Great Wall Motors for only three months, and then joined Geely's Radar Automobile as chief operating officer. On May 24, Wen Fei, general manager of the ORA salon brand, resigned due to physical reasons, and Wen Fei was the second marketing general to leave Great Wall Motors after Wang Fengying left. On October 13, Chen Siying, CEO of Great Wall Motor's Wei brand and tank, who had only been in the company for eight months, posted a farewell to Great Wall Motors on his personal Weibo. In November, Great Wall Motor announced three new personnel appointments, Liu Yanzhao concurrently served as the general manager of the Wei brand and the tank brand, Zhao Yongpo became the general manager of the Haval brand, and Gu Yukun, the former commodity director of the Tank 500, will serve as the executive deputy general manager of the tank brand.
There are many cases of personnel adjustments in traditional car companies for the transition to new energy. In order to survive and live better, car companies and automotive talents are constantly exploring in this knockout game, and looking for a development path suitable for enterprises and individuals in persistence and choice.
Joint venture brands prefer local executives
Under the wave of electrification and intelligence, the market share of joint venture car companies is constantly being eroded. According to data from the China Association of Automobile Manufacturers, in 2023, a total of 1,459 Chinese brand passenger cars will be sold60,000 units, a year-on-year increase of 241%, accounting for 56% of the total sales of passenger cars, and the market share of new energy products in Chinese brand passenger cars is 499%γIn order to cope with the volume of China's auto market, joint venture car companies continue to accelerate the localization process, including the establishment of local R&D teams, investment or cooperation with Chinese local technology companies, the launch of Chinese customized products, the acceleration of product development cycles, etc., in the choice of management, joint venture car companies are also more inclined to Chinese executives.
In April 2023, Dongfeng Motor announced that after the approval of the board of directors, Xin Yu will no longer serve as the general manager of Dongfeng Nissan Motor Sales *** and the head of the Infiniti business headquarters of Dongfeng Nissan Passenger Vehicle Company due to the expiration of his term. Liu Xinyu served as the general manager of Dongfeng Nissan Motor Sales.
Liu Xinyu served as the general manager of Dongfeng Nissan Automobile Sales.
In May 2023, SAIC Motor announced that due to work needs, Wang Yongqing was transferred to SAIC as deputy chief economist and no longer served as the general manager of SAIC-GM. Zhuang Jingxiong, former deputy general manager of SAIC-GM, took over as general manager.
Zhuang Jingxiong (left) succeeded Wang Yongqing (right) as general manager of SAIC-GM.
In February 2023, Ford China announced that President and CEO Anning Chen has decided to retire, and Shengbo Wu, the current Managing Director and Chief Operating Officer of Ford China, will officially take over as President and CEO of Ford China on March 1, reporting to Jim Farley, President and CEO of Ford Motor Company.
Wu Shengbo (right) succeeds Chen Anning (left) as President and CEO of Ford China.
In March 2023, Mercedes-Benz Sales & Service*** announced that Yang Ming, President and CEO of the company, will return to the German headquarters to take up a new position. Duan Jianjun, Chief Operating Officer of Sales, takes over as President and Chief Executive Officer of Mercedes-Benz Sales.
Duan Jianjun (right) succeeds Yang Ming (left) as president and CEO of Mercedes-Benz Sales Company.
Also in March, Audi China announced the appointment of Zeng Huifang as Executive Vice President Marketing and Sales of Audi China, reporting directly to Audi China President Wen Zeyue.
In October 2023, the BMW Group announced two appointments: Mr. Gao Xiang, currently Senior Vice President of Marketing at BMW Brilliance Automotive, has been appointed President and CEO of BMW Group Greater China; Mr. Shao Bin, the current President of BMW (China) Auto, succeeded the former as Senior Vice President of Marketing of BMW Brilliance.
Take, for example, the appointment of the German top three BBA. Duan Jianjun's appointment as president and CEO of Mercedes-Benz Sales Company is the first time that Mercedes-Benz has handed over the operation of its joint venture sales and service company in China to the Chinese, which is a bold attempt to implement the talent localization strategy for the entire BBA camp. On the other hand, the management adjustments of BMW and Audi also reflect the tendency of the group to lead the localization strategy.
Gao Xiang has worked in China for about 10 years, and Gao Le, former President and CEO of Greater China, commented on Gao Xiang and Shao Bin: "Mr. Gao Xiang and Mr. Shao Bin have extensive experience and achievements, and have a deep understanding of the Chinese market. We believe they will lead BMW's business in China to further success in the era of electrification, digitalization and circular sustainability." When Zeng Huifang took office, Dr. Wen Zeyue, President of Audi China, said something similar: "We welcome her to join us because of her extensive sales and marketing experience in China and the global market," and "She will play a vital role in accelerating Audi's transition to electrification and will be committed to providing an innovative and upgraded user experience for Chinese users." β
The choice between the old and the new
The frequent flow of talent between traditional automakers and new forces has also become a major feature of the personnel changes of automakers in 2023.
In January 2023, news broke that Yi Han, the former chief business growth officer of Geely Automobile's radar automobile, joined Xpeng Motors at the end of 2022 as the vice president of Xpeng Motors, and in January 2024, Yi Han, who left Xpeng, became the CEO of smart China, fully responsible for the brand's sales and marketing in China. In 2022, Zhou Yu, the former deputy general manager of SAIC-GM-Wuling Sales Company, joined Xiaomi Auto around August 2022 as the head of marketing, and in 2023, Zhou Yu bid farewell to Xiaomi and returned to SAIC-GM-Wuling as the deputy general manager of the sales company.
Yi Han and Zhou Yu's performance experience is a case of jumping from a traditional car company to a new force in car manufacturing, and then returning to a traditional car company. The experience of the two is also a true portrayal of the talent exchange between traditional car companies and new car manufacturers. With the rapid development of new energy vehicles, the new forces of car manufacturing are in urgent need of talents with experience in the automobile industry, and the better salaries and positions of the new forces have also attracted some talents from traditional car companies to join. In the past two years, traditional car companies have begun to increase investment in ADAS, intelligent driving, software and other fields.
Wang Fengying, President of Xpeng Motors, and He Xiaopeng, Chairman and CEO of Xpeng Motors.
Of course, there are also successful cases of talents who have jumped from traditional car companies to new car-making forces, the most typical of which is Wang Fengying's joining Xiaopeng Motors. In January 2023, Xpeng Motors officially announced that Wang Fengying, the former vice chairman, executive director and general manager of Great Wall Motor Co., Ltd., officially joined Xpeng Motors as president, fully responsible for the company's product planning, product matrix and sales system, and reported to He Xiaopeng, chairman and CEO of Xpeng Motors.
In 2022, after the launch of the flagship SUV Xpeng G9, which Xpeng had high hopes for, due to the disorder of product selection logic, it did not bring the expected effect of boosting sales. There are many factions in the management system, chaotic organizational structure, poor cost control, and dealer channel reform have become problems that Xpeng Motors needs to solve urgently. In 2023, Xpeng Motors will begin to adjust its organizational structure and transform its sales channels. Wang Fengying has played an important role in sales channel transformation and cost control.
He Xiaopeng, chairman of Xiaopeng Motors, fully delegated power to Wang Fengying, and publicly stated on many occasions: "She (Wang Fengying) is in the house, and I am outside." Wang Fengying did not disappoint He Xiaopeng. In terms of cost control, Wang Fengying's years of experience in the automotive industry have had an immediate effect on Xpeng Motors. In the words of He Xiaopeng, "I only asked what functions and materials there were, and I knew whether the cost was high." She is very good at cost control, which creates space for us (Xpeng Motors) to reduce costs and improve gross profits. Reflected in the price of the new car, the 2024 Xpeng G9 has been greatly streamlined and simplified, and the starting price is also 4% lower than that of the first-generation model60,000 yuan. In terms of channel reform, He Xiaopeng said that Wang Fengying promoted the continuous upgrading of Xiaopeng Motors' channels, introduced a group of dealer partners through the "Jupiter Plan", and completed the investment promotion of more than 100 new comprehensive stores within two months. In 2023, Xpeng delivered a total of 141,601 new vehicles, a year-on-year increase of 17%. Xiaopeng Motors has bottomed out, and Wang Fengying has made outstanding contributions.
Wang Fengying's joining Xpeng Motors has become a successful case of traditional car companies helping the transformation of new car manufacturers, which is the best result of mutual learning between new power car companies and traditional car companies. With the continuous growth of the new energy vehicle market, the flow of talent between new EV manufacturers and traditional car companies will also continue.
Write at the end
The hundreds of personnel changes in 2023 are directly related to the "volume" of the auto market this year.
Under the wave of the New Four Modernizations, traditional car companies need to accelerate their transformation and launch an attack on intelligence and electrification. Joint venture automakers that have repeatedly hit a wall in their transformation need to understand China's management better and accelerate the pace of turnaround. As the scale of new EV manufacturers continues to grow, it is more necessary for traditional car company talents to have management experience in organizational structure and vision in strategy formulation.
Talent-driven transformation is the foundation of talent change in the automotive industry. Through the adjustment of management, car companies have turned inward, constantly stimulated the motivation of enterprises to move forward, and strived to become the players who had the last laugh in the fierce Matthew effect.