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According to media reports, Xiang Dongping has joined Ford China as general manager of Jiangling Ford passenger car Marketing Company, with overall responsibility for brand, marketing, sales and service.

Data show that since 1998, Xiang Dongping has successively entered SAIC-Volkswagen, Skoda, Volvo and the new car-building force Skyline Automobile, serving as SAIC-Volkswagen brand executive director, Volvo China sales company executive deputy general manager, Skyline automobile director, chief marketing officer and other positions. On March 22nd, Xiang Dongping became Vice President of Hyundai Motor Group (China), deputy general manager and sales minister of Beijing Hyundai, responsible for the brand's marketing, marketing network and other business. According to the announcement of personnel appointment and removal issued by Hyundai Motor Group on March 22nd, 2021, Hyundai Group (China) Vice President, Deputy General Manager of Beijing Hyundai and sales Minister Xiang Dongping will no longer hold relevant positions in Beijing Hyundai for personal reasons.

Ford China is composed of Changan Ford, Ford imported cars, Jiangling Motor, Lincoln Brand and other businesses, of which Jiangling Motor accounts for the largest proportion of sales. Data show that Ford sold 306700 vehicles in China in the first half of the year, including 116000 Ford-branded passenger cars, 42300 Lincoln-branded commercial vehicles and 147900 Ford-branded and Jiangling-branded commercial vehicles in the first half of the year.

Ford brand passenger car sales in the first half of the year totaled 116000, most of which came from Changan Ford, Jiangling Ford passenger car sales accounted for a very small proportion. At present, the models sold by Changan Ford include Forrest, Ruijie, Ruiji, Taurus, Explorer, Fox, etc., while Jiangling Ford has only three models on sale: frontier, roadshaker and Lingyu, of which Lingyu is the brand-new model launched by Jiangling Ford in March this year, positioning as a medium-and large-scale SUV, with a price range of 18.98-219800 yuan. In terms of power, Ford is equipped with a 2.0T engine with a maximum power 163kw and a maximum torque of 360N ·m, matched with a six-speed wet double-clutch transmission. In terms of sales, Leader is the best-selling model, with sales of more than 5000 vehicles in recent months, while roadshakers and the latest Leiyu are very mediocre.

It is worth mentioning that in April this year, Ford China adjusted the management mode of its business operations in China, and the core layout of its automotive business in the Chinese market in the future will be mainly reflected in the equal emphasis on Ford brand passenger cars and commercial vehicles. Further strengthen the Lincoln brand, and quickly promote the electric car business.

The passenger car division of Ford China brand was established, and Lyle Watters, the current president of Ford Motor South America and international markets, served as the general manager of the division, reporting to Chen Anning, president and CEO of Ford China. Ford China appoints he Xiaoqing as president of Changan Ford, which is fully responsible for the operation of Changan Ford. Ford China will also set up a China Commercial vehicle Division, and Wang Wentao, president of Jiangling Motor, will serve as the general manager of the newly established Ford China Commercial vehicle Division and also report to Chen Anning. Xiong Chunying, executive vice president of Jiangling Motor, joined Ford China to succeed Wang Wentao as president of Jiangling Motor and was fully responsible for the operation of Jiangling Motor.

Generally speaking, the change of personnel and the adjustment of organizational structure must be one of the plans made by enterprises to achieve transformation, but for the current uncertain trend of the overall automobile industry, it is even more difficult to realize the transformation of car companies that were originally at a disadvantage. At the same time, the real impact on the sales of car companies is not only marketing and strategy, but also the product quality and the car companies themselves. It is still unknown whether Xiang Dongping can drive the growth of Jiangling Ford passenger cars from Beijing Hyundai to Jiangling Ford.

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