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On June 14, a picture of the personnel change of Xingtu Motor went out on the Internet. Judging from the exposed pictures, Huang Zhaogen was appointed as the assistant to the general manager of Chery Automobile Co., Ltd., the executive deputy general manager of Chery Marketing Company, and the general manager of Xingtu Marketing Center, reporting to Jia Yaquan. Li Dong Chun was appointed Deputy General Manager of Chery Marketing Company and no longer served as Executive Deputy General Manager of Xingtu Marketing Center. Qian Xiongsong was appointed as the deputy chief engineer of the manufacturing center and no longer served as the deputy general manager of Xingtu Marketing Center. Miao Gang was appointed as the Deputy Chief engineer of the Product Development and Management Center and no longer served as the Deputy General Manager of Xingtu Marketing Center. Ye Lei is no longer the general manager of Xingtu Marketing Center.

According to relevant materials, Ye Lei has worked for Dongfeng Fengshen, Dongfeng Nissan, Dongfeng Qichen, Dongfeng Yulong, Dongfeng Yueda Kia and other brands, joined Xingtu as executive deputy general manager of Xingtu Marketing Center in February 2021, and was promoted to General Manager of Xingtu Marketing Center in March. It is indeed a bit sudden that personnel changes have taken place in a short period of three months or so. However, since the establishment of Starway Motor, high-level changes have been very frequent. Its marketing center has undergone a number of senior executives' changes, including Cao Zhigang, Li Dong Chun, Jia Shouping, Chen Xi, Jia Yaquan (concurrently) and so on. And in this personnel change, Huang Zhaogen. According to relevant data, he joined Chery after graduating from university and has more than 20 years of working experience in the automotive industry.

In response to the major personnel change, Chery Automobile responded that the personnel adjustment is due to the strategic needs of the company. On the latest trend of Ye Lei, the former general manager of the marketing center, he said: "No relevant information has been received at present."

For this transfer, some netizens said that it may be related to the event that Lingyun S listed 100 km acceleration in April. In May, a video questioning Ling Yun S's suspected false propaganda was posted on Weibo, Douyin, bilibili and other platforms, sparking heated discussion among netizens. The car video of Weibo ID's "Keyboard Guru" said in a video posted by a media blogger that Lingyun S was specially fake, along with a test video of Lingyun S vehicle, saying that in the actual test, Lingyun S could not achieve the effect officially claimed by both zero acceleration and lap time. Question Lingyun S's 6.0-second 100-kilometer acceleration.

In addition, car reviewer No. 38 car Review Center also released a test video of Lingyun S. Its interior design, configuration richness, backrest angle and other aspects also gave high praise, but for the manufacturers to promote the track level is not recognized, it said that sports performance is the biggest weakness of this car. The manufacturer advertises the car's 0-100km/h acceleration score of 6s in many press releases, but according to the current weather test, the acceleration time can only reach 7.6s.

In response to questions, Chery Xingtu issued a statement saying: on April 17, Xingtu invited professional racing drivers and media to Zhuzhou International Circuit to launch a three-day webcast challenge, which set up a series of professional subjects such as Zero acceleration, Deer Test, track racing and so on. In the 0-100 acceleration course, driver Tao Pengfei won the first place with a time of 6.0 seconds. The achievement of this result is not only based on the superior dynamic performance of Lingyun S, but also strongly related to the subjective and objective conditions such as driver operation, vehicle adjustment weather, race track and so on. Not anyone can achieve it under any conditions. In the live broadcast of the race on the same day, the results of the six drivers also ranged from 6 seconds to 6.9 seconds. Then some netizens pointed out: Lingyun S ran a video recording of 6.0s zero score in the activity video, and the stopwatch on the screen had the phenomenon of P-graph fraud, and the stopwatch on the screen jumped from 4.7 seconds to 4.0 seconds, and finally suddenly changed to 6.0 seconds. However, Xingway has not responded to this claim.

It is understood that Xingtu is a high-end brand launched by Chery in 2018. Its first new car, the TX/TXL, went on sale in 2019 at a price of 12.59-175900 yuan. At the launch of the first new car, Chery Yin Tongyue proposed that the annual sales target of the Xingtu brand should reach 100000. However, according to the relevant data, Xingtu sold 14000 vehicles in 2019, 18000 in 2020 and 37154 in 2021. Although the figures seem to be growing, they are still a far cry from Geely Lectra and WEY. In 2021, Lectra sold 221878 vehicles and WEY sold 67681. There is a big gap with Yin Tongyue's earlier forecast of annual sales of 100000 vehicles.

It is not known what the reason for this high-level transfer is, but the performance is not ideal from the point of view of Xingway sales in recent years, and the senior management within Xingway has also been adjusted frequently many times. Some people in the industry have pointed out that the frequent internal personnel adjustment may be the reason why the development of Xingtu has not been smooth. After all, there is a great challenge for independent brands to rise, and frequent personnel transfers will make it difficult for Xingway to form a more stable market development strategy. In addition, Xingtu's investment in brand promotion is not big enough, and many consumers do not know enough about Xingtu. At the channel level, Xingtu adopts the traditional 4S store model and lacks investment in shaping the brand image. There is homogenization with the products of Chery's own brand, which is easy to cause internal friction to a certain extent.

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