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Chery car ushered in a general! According to media reports, Li Haigang, former general manager of Dongfeng Peugeot, has joined Chery Automobile and will be responsible for the new retail business, reporting to Jia Yaquan, deputy general manager and general manager of marketing company of Chery Automobile Co., Ltd.

Li Haigang is a veteran of the automotive industry with more than 20 years of market experience. According to the data, Li Haigang joined Shenlong Automobile Company in 1996 and successively served as Minister of Sales Department of Dongfeng Peugeot Commerce Department, Deputy Minister of Marketing Department of Dongfeng Peugeot Brand Department, General Manager of Dongfeng Peugeot, etc., responsible for promoting Dongfeng Peugeot 4008 and other important products.

After leaving office in September 2107, Li Haigang joined Jingdong Auto Mall as CEO in 2018, mainly engaged in new car sales business, providing new retail platform for 4S stores and second-network dealers in tier 3-6 cities, and providing automobile insurance, finance and other after-market services for C-end users. In addition, Li Haigang also promoted a number of traditional automobile enterprises to cooperate with Jingdong Automobile Mall, including Great Wall Motor's new energy automobile brand Euler Automobile.

It is understood that new retail is also one of the key points of Chery automobile development. According to the official website, Chery Automobile began to explore the "new retail" of automobiles with Jingdong Auto Mall, Youxin, Ping An International, Peanut Good Car and other platforms at the beginning of 2019 to further explore the new volume market.

Industry insiders said that Li Haigang has rich experience in traditional automobile market and new retail field, Chery Automobile is also interested in this point, Li Haigang's participation or will bring new growth to Chery Automobile.

According to the data of the Passenger Association, the retail sales volume of Chery Automobile in November 2020 was 75319 vehicles, with a year-on-year growth of 38.0%, which is close to the top 15 passenger car manufacturers. In terms of products, it mainly benefited from the continuous hot sale of Ruihu 8, with 20677 new cars sold in November and 114106 sold in the previous November. In addition, the cumulative sales volume of Ruihu 5X is 60836 units, Ruihu 7 is 54922 units, and Arize GX is 67857 units.

In contrast, the current development of Shenlong Automobile is not very optimistic. According to Dongfeng Motor Company data show that Shenlong Automobile sold 5668 vehicles in November, down 21.95% year-on-year. 1-11 Cumulative monthly sales were 43870 units, down 59.40% from 108055 units in the same period last year.

In September this year, Chen Bin was transferred from Dongfeng Motor Co., Ltd. to Shenlong Automobile as executive deputy general manager. On September 17, Chen Bin was promoted to the general manager of Shenlong Automobile Company, and Chen Bin took charge of the management power of Shenlong Automobile alone.

On October 19, DPCA issued an open letter saying: Now DPCA has made preparations for "burning the boat" and "fighting against the water". On October 24, DPCA announced the "Yuan +" plan at the 2020 Cultural Festival, including efforts in four aspects: product, marketing, service and operation. Industry insiders said,"It is likely to be the 'last fight' of Shenlong Automobile."

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