AutoBeta(AutoBeta.net)09/20 Report--

As soon as the position of general manager has just taken office, DPCA has ushered in another good news.

On September 17, Shenlong Automobile Co., Ltd. ushered in an important personnel adjustment, with Chinese personnel taking up the position of general manager of "number one". Officials said that at the cadre meeting held by the Dragon Automobile Co., Ltd., after communication between the shareholders and the Dongfeng Party Committee, Chen Bin became the general manager of the Dragon Automobile Co., Ltd. MASSIMO ROSERBA will no longer hold the post of General Manager of DPCA Automobile Co., Ltd., but will have another appointment.

(Chen Bin)

It means that Rothbo, a French executive who has been in office for a year and a half, has stepped down, and DPCA has once again entered an era in which Chinese executives play the role of "number one". According to officials, the executive restructuring was carried out in accordance with the agreement between Dongfeng and PSA Group, and the general manager and executive deputy general manager of DPCA were selected by Dongfeng and PSA Group in turn.

DPCA, which owns two joint venture brands of Dongfeng Peugeot and Dongfeng Citroen, has poor market performance in recent years, sales have declined one after another, and business problems have occurred. In two years, the interior of DPCA has undergone many reforms, but the performance of the product market has not improved much. In the face of persistent losses, DPCA still needs continuous financial support from shareholders.

After the transfer of senior executives, representatives of the Chinese side and the French side made the remarks.

Olivier, executive vice president of PSA Group, president of China and vice chairman of DPCA, participated in the cadre meeting held by DPCA via video link. Olivier said that PSA Group will work with Dongfeng Company to support the Sino-French management team led by Chen Bin to help Shenlong get out of its business difficulties as soon as possible. The PSA Group is working with Dongfeng on more support plans. He demanded that DPCA should focus on the three goals of ensuring cash flow, continuous month-on-month improvement of sales volume, and effective improvement of quality at this stage.

According to Tencent Automotive, PSA Group decided to give DPCA 50 million euros (about 400 million yuan) in financial support in the fourth quarter of this year.

At the meeting, Chen Bin, the new general manager, said that he would lead the cadre staff to take solid steps in marketing breakthroughs, improving quality, reducing costs and deepening reform as soon as possible. He said that he will lead cadres and staff to strengthen their confidence, burn their bridges, fight back, give priority to solving the problems at the end of the market, achieve a month-on-month increase in sales as soon as possible, and strengthen the confidence of all parties. At the same time, do a good job in the key work of the whole value chain, improve the capability of the enterprise system, and better support the sales work.

Chen Bin put forward three requirements for all cadres of DPCA: first, to carry forward the spirit of "living toward death, hard struggle, and actions speak louder than words"; second, to establish "crisis thinking, collaborative thinking, and innovative thinking"; third, to adhere to "customer orientation, problem orientation, and performance orientation."

The performance of the DPCA auto market has continued to decline this year. DPCA's annual sales fell to 253400 in 2018, down 31.88% from the same period last year; cumulative sales in 2019 were 113579, down 55% from the same period last year. The cumulative sales of DPCA from January to July in 2020 were only 26782, a sharp drop of 64 per cent compared with the same period last year. According to the China Automobile Association, the market share of French brands in China has fallen to 0.3 per cent.

According to the performance report, in the first half of 2020, the operating income of DPCA and Dongfeng Peugeot Citroen Motor sales Co., Ltd. was 3 billion yuan, down 57.5% from the same period last year, and recorded a loss of 1.3 billion yuan, down 48.66% from the same period last year.

In the first half of this year, Citroen has launched new Peugeot 2008/e2008 and Citroen C3L models. At the Chengdu auto show in July, Dongfeng Peugeot 4008 mixed version went on sale at a price of 24.97-259700 yuan, while Dongfeng Citroen Tianyi plug-in mixed version also went on sale at 23.47 yuan to 264700 yuan. The lack of market competitiveness of new products is a dilemma that DPCA is still unable to get rid of.

PSA Group has repeatedly stressed that it will not withdraw from the Chinese market, and that increasing sales is the primary goal. Olivier stressed that the month-on-month increase in sales is crucial to the survival of DPCA.

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