AutoBeta(AutoBeta.net)08/28 Report--

On August 28, the media reported that Dongfeng Fengshen held a cadre meeting and announced that Yan Hongbin, deputy general manager of Dongfeng passenger car Company, had submitted his resignation for personal reasons, and that Li Jinnan, director of the commodity development department of Dongfeng Automobile Technology Center, would take over the post.

According to the data, Yan Hongbin has successively served as head of Qichen Department of Dongfeng Nissan Marketing headquarters and head of Marketing Department of Dongfeng Nissan passenger car Company. In July 2018, he was transferred to Dongfeng Fengshen, where he was responsible for the marketing of Dongfeng Fengshen brand. At that time, the sales of the Dongfeng Fengshen brand continued to decline, and Dongfeng Group hoped to save the declining trend of the Fengshen brand by drawing on Yan Hongbin's many years of experience in Dongfeng Nissan.

In addition to Dongfeng passenger cars, Geely Motor and Volkswagen Group also issued important personnel changes.

On the evening of August 27th, Geely officially announced that Feng Jingfeng, director of Lutes Group and global CEO, will no longer hold the position of Geely marketing system, but will return to Lutes Group to be full-time responsible for Lutes' global business. Lin Jie, vice president of Geely Automobile Group and general manager of sales company, will take over his job.

According to the data, Feng Jingfeng joined Geely Automobile in 1999 and successively served as General Manager of Geely Group sales Company, Deputy General Manager of Ningbo Company, Vice President of Geely Automobile Group and Chief Technology Officer (CTO). In September 2017, Geely Holdings acquired a 51% stake in Lutes Motor, and nine months later Feng Jingfeng succeeded Jean-Marc Gales as CEO of Lutes Group. In February 2020, Feng Jingfeng began to be responsible for the marketing of Geely and Geometry brands.

Volkswagen also announced major personnel changes on August 27th. Olaf Gutowski, the former head of global sales planning for the Volkswagen brand, will take over from Michael Mayer from July 1, 2020, while Michael Mayer will go to the Volkswagen joint venture in China as executive deputy general manager and brand executive director of Changchun FAW-Volkswagen sales Co., Ltd.

Data show that Olaf Gutowski has been working for Volkswagen Group since 1998 and is an employee of Volkswagen Group. In 2012, Gu Sifu was transferred to China as deputy general manager of FAW-Volkswagen sales Co., Ltd. In 2016, Gusf was transferred back to headquarters as director of the marketing and retail department of Volkswagen Group, and began to lead the global sales planning department of the Volkswagen brand in 2017.

Judging from the above personnel changes, both Dongfeng Fengshen, Geely Motor and Volkswagen Group are basically related to marketing. In fact, it is not only the above car companies, but also the frequent transfers of senior executives in the automobile industry in the first half of the year, especially in terms of marketing. The analysis of the reasons is mainly related to the current depressed market environment.

Data show that Dongfeng Fengshen's cumulative sales from January to July were 34885, down 13.36% from the same period last year; Geely's sales were 635834, down 14.43% from the same period last year; and Volkswagen's sales were 1247986, down 23.83% from the same period last year.

Affected by the epidemic, the performance of many car companies is not optimistic. As one of the countermeasures, many car companies choose to adjust the top management of the marketing plate in order to promote the growth of brand sales, but it is more important to improve product strength and brand strength. Whether it is to Dongfeng Fengshen, or Geely Automobile and Volkswagen.

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