AutoBeta(AutoBeta.net)03/12 Report--

On March 12, Hyundai Motor Group (China) issued a personnel announcement. According to the announcement, Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia, will no longer hold the post of general manager of Dongfeng Yueda Kia. The position will be replaced by Liu Changyi, while Li Feng will be transferred back to Hyundai Motor Group (China) as vice president, the appointment will take effect from March 15.

Li Feng is also a veteran of the automobile industry. According to the data, he served as deputy general manager and marketing company general manager of BAIC Foton Motor from 1996 to 2004; deputy general manager of Chery Automobile from 2005 to 2008; Li Feng joined Beijing Hyundai in 2009 as executive deputy general manager. During his tenure, Beijing Hyundai's sales increased from 570000 in 2009 to 1.03 million in 2013. Li Feng was promoted to president of Beijing Automobile in 2013. In 2018, Li Feng left BAIC to become executive vice president of Baoneng Automobile. Guanzhi CEO; in 2019, Li Feng returned to Hyundai as vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia.

It is worth mentioning that Li Feng is the first Chinese general manager appointed by Kia Automobile Joint Venture in China, and is globally responsible for the localized production, sales and enterprise planning of Dongfeng Yueda Kia.

The appointment of Li Feng as general manager of Dongfeng Yueda Kia has a lot to do with his poor development in China. Dongfeng Yueda Kia's sales peaked at 650000 in 2016, falling to 360000 in 2017 and up 2.8 per cent to 368600 in 2018.

After Li Feng became general manager of Dongfeng Yueda Kia in 2019, he reformed various business end systems, including reshaping brand image, creating new products and restructuring sales channels, in an attempt to reverse Dongfeng Yueda Kia's decline in the terminal market. but the effect is not obvious. Data show that Dongfeng Yueda Kia sold 245600 vehicles in 2019, 241400 in 2020 and 17900 in January 2021.

For Dongfeng Yueda Kia, choosing to change at this time will not necessarily solve the problem. Liu Changyi will succeed Li Feng as general manager of Dongfeng Yueda Kia, officials announced. According to public information, Dongfeng Yueda Kia has had five general managers in the five years from 2015 to 2020.

Li Guangguo, president of Hyundai Motor Group (China), said: "Mr. Liu Changyi, the newly appointed general manager of Dongfeng Yueda Kia, is an expert in Hyundai / Kia brand construction and development in China. He has accumulated rich experience in sales, marketing and strategy. I believe it can promote Dongfeng Yueda Kia brand reshaping."

It is understood that Dongfeng Yueda Kia has a sales target of 255000 vehicles in 2021, an increase of about 2.4 per cent compared with Dongfeng Yueda Kia in 2020. This year, Dongfeng Yueda Kia will launch a number of new products, including Jiahua with brand new car logo and Zhirun Ace, and the burden of how to lead Kia to develop well in China will fall on the newly appointed general manager of Dongfeng Yueda Kia, Liu Changyi.

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