AutoBeta(AutoBeta.net)08/22 Report--

Within a month, Changan Ford's National Sales Service (NDSD) replaced two executives.

August 21, Chang 'an Ford official news said, Gu Jiaying succeeded Xiong Yi as Chang' an Ford national sales service organization vice president and marketing director, to Chang 'an Ford national sales service organization president Yang Song report.

Xiong Yi, who joined for only one year, will be transferred to Jiangling Ford to take charge of passenger car market-related business.

Earlier this month, Chang 'an Ford's national sales service organization also experienced a senior management change. It is reported that Chen Xiaobo succeeded Yuan Jianrong as vice president, sales director and operation director of Chang 'an Ford National Sales Service Organization, reporting directly to Yang Song, president of National Sales Service Organization, and Wang Jinhai, executive vice president of the organization.

It means that the positions of marketing director, sales director and operation director of Chang 'an Ford National Sales Service Organization have changed. It is understood that Chang 'an Ford National Sales Service Organization began operation in July 2018. As an independent business department, it directly reports to Chang' an Ford Board of Directors and undertakes the marketing, sales and service business functions of all passenger cars of Ford brand in China (including Chang 'an Ford, Ford imported cars, Lincoln and Jiangling Automobile).

Gu Jiaying, an executive who joined this time, served as chief marketing officer of GAC Fiat Chrysler Automobile Sales Co., Ltd., and before that, worked in marketing and public relations in Chrysler China, Ford China, GM China and other enterprises. Chen Xiaobo joined Chang 'an Ford as early as 2004 and finally rose to the head of Chang' an Ford Marketing Department; Chen Xiaobo left Chang 'an Ford in March 2017 and immediately joined Renault China, so this appointment is equivalent to returning.

[Chen Xiaobo]

In order to save its business in the Chinese market, Ford Motor seeks transformation in China, and officially upgraded Ford China into an independent business unit in October 2018, reporting directly to global headquarters, and appointed Chen Anning as president of China. After Chen Anning took office, he devoted himself to building a localized senior management team and put forward the slogan of "more Ford and more China". "We need to understand what managers are best suited for the Chinese market," Chen added."That's the principle of our leadership team."

Chang 'an Ford has experienced a cliff-like sales decline in the past four years, and its development in China has encountered challenges. In 2016, Chang 'an Ford achieved an annual sales volume of 957,500 vehicles, close to one million vehicles. With the change of market environment and the highlighting of its own problems, Chang' an Ford's market performance plummeted. Chang 'an Ford achieved sales of 828,000 vehicles in 2018, down 12.3% year-on-year; Chang' an Ford sold 378,000 new vehicles in 2018, a year-on-year cut; Chang 'an Ford sales fell to 193,900 vehicles in 2019, continuing to achieve a cut.

After the adjustment of management team and product line, Chang 'an Ford achieved sales volume stop in 2020. In the first half of 2020, the cumulative sales volume of Chang 'an Ford is 97,500 vehicles, with a year-on-year growth of 30%. At present, Ruiji has become the main sales model of Chang' an Ford. Domestic Ford Explorer, Lincoln Adventurer and Lincoln Flyer have also been launched successively, further enriching the product line of domestic models.

With the acceleration of product upgrading and model introduction of Ford and Lincoln brands, there are also minor adjustments in positioning. Ford's sales recovery in China has been effective, but it is still very difficult to recover to nearly one million sales in 2016.

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