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According to several media reports, SAIC Volkswagen and SAIC Audi will usher in major personnel changes. According to the interface report, Jia Mingdi will soon become deputy general manager of Shanghai Automotive Industry sales Co., Ltd., replaced by Yang Siyao, party secretary of SAIC Volkswagen sales Co., Ltd. And executive director of SAIC Volkswagen brand marketing department. In other words, Yang Siyao will serve as SAIC Audi's general manager of marketing.

As of press time, neither SAIC Volkswagen nor SAIC Audi announced the personnel change. In response to the above news, the relevant head of SAIC Audi told the media: "there is no relevant information at present." However, it did not directly deny the above personnel changes.

According to the inquiry of "Automotive Industry concern", Jia Ming dysprosium and Yang Siyao have worked together in SAIC Volkswagen for many years, and they are both veterans of SAIC Group. Jia Mingyi was born in January 1975 and graduated from Tongji University with a bachelor's degree in architecture in 1998. He joined Shanghai Volkswagen Automobile Co., Ltd. in the same year and received a master's degree in business administration from Tongji University in 2006. In April 2021, Jia Mingdai left SAIC Volkswagen and transferred to SAIC Audi, responsible for marketing affairs. Jia Ming dysprosium's entry is considered to be the best trader to lead SAIC Audi from 0 to 1, and can be said to be the experience of SAIC Audi brand from scratch.

Before joining SAIC Audi, Jia Ming dysprosium held a number of positions and had a rich resume. Since graduating in 1998 and taking root in SAIC Volkswagen Jia Mingyi has been the manager of the Dealer Business Management Section since 2005, the General Manager of Northwest sales and Service Center in 2006, the Manager of Network Development and Management Department in May 2007, the Executive Deputy Director and sales Director of Volkswagen Brand Marketing Division of Shanghai Volkswagen Co., Ltd., SAIC Volkswagen sales and Marketing Executive Deputy General Manager and General Manager of SAIC Volkswagen Automobile sales Co., Ltd., With the establishment of Audi Brand Division in the second half of 2018 with SAIC-Volkswagen Jia Ming dysprosium is also the head of SAIC Audi brand, and has not been promoted since then.

During his tenure, SAIC-Volkswagen sales grew significantly, rising from 1.15 million in 2011 to 2 million in 2016, becoming the first domestic car company to sell more than 2 million vehicles a year. With annual sales of 2 million vehicles for four consecutive years since 2015, Jia Mingdhi is also known as "Mr. 2 million" and is the only three-faced SAIC Volkswagen brand, Skoda and Audi brand.

As for Yang Siyao, there is no news related to him in the market, but from his work experience, he also has a wealth of employment experience in the automotive field. Yang Siyao has held different positions in SAIC-Volkswagen, SAIC passenger car and SAIC Group, among which he worked in SAIC system for 18 years.

Since then, Yang Siyao has been at the helm of one of the most important territories of SAIC Group, but during his tenure, due to the impact of the epidemic and supply chain, SAIC-Volkswagen sales failed to return to its peak, with sales of 1.5055 million vehicles, 1.4571 million vehicles and 1.2435 million vehicles respectively from 2020 to 2022. For comparison, SAIC-Volkswagen sold more than 2 million vehicles for four consecutive years from 2016 to 2019, including 2.0651 million in 2018 and 2.0018 million in 2019.

The pressure on sales has also led SAIC-Volkswagen to make a series of changes urgently. In March 2022, SAIC-Volkswagen adjusted its marketing system, and SAIC-Volkswagen set up SVI (ID. Series of electric vehicles), SVH (high-end fuel vehicles) and SVV (mainstream fuel vehicles). Each organization is divided into four sections: research customers, research market, research products and research transactions, which are responsible for product research at the national level, product strategy research, national marketing strategy, and pricing strategy implementation. At the beginning of this year, SAIC Volkswagen adjusted the marketing system again, including the adjustment of the national sales and service center network of the Volkswagen brand, such as reducing the original 12 marketing regions to 8, and strengthening the authority of the marketing regional team. at the same time, regional personnel structure has also been adjusted to strengthen front-line market personnel to form an "iron triangle" of market, sales and after-sales.

In addition, SAIC announced a major personnel change last month. Chen Xianzhang, general manager of SAIC Group, was transferred to deputy chief economist and deputy director of the Technical Committee of SAIC Group, and no longer served as general manager of SAIC Volkswagen. Jia Jianxu, former general manager of Yanfeng Automobile Accessories system Co., Ltd., took over the post of general manager of SAIC Volkswagen.

It is undeniable that when Yang Siyao was at the helm, the electrification of SAIC-Volkswagen made rapid progress, and SAIC-Volkswagen quickly built SAIC-Volkswagen ID series product matrix in 2021. According to the official website, SAIC-Volkswagen is currently selling pure electric models, including ID.4X, ID.6X and ID.3. Data show that SAIC-Volkswagen's ID in 2022. The cumulative sales of pure electric family series for the whole year is 75000 vehicles, although the sales volume is lower than that of new energy leading car companies such as BYD and Tesla, but compared with SAIC Audi, SAIC Volkswagen electric vehicle sales growth is particularly obvious.

In April 2021, the SAIC Audi brand was officially launched. in the following two years, SAIC Audi successively launched Audi A7L, Audi Q5 e-tron and Audi Q6 models, but during the reign of Jia Mingdi, SAIC Audi's development was very mediocre. The insurance figures show that SAIC Audi sold only 6143 vehicles in 2022, and the industry believes that the reason for SAIC Audi's unsatisfactory sales may be related to the unclear positioning of Audi A7L, the first product. Audi A7L sold only 3714 vehicles in 2022, failing to stir up spray in the car market. However, Jia Mingdai has said bluntly that for SAIC Audi, the sales target for 2022 is not the most important, and SAIC Audi hopes to continue to build and consolidate its brand image and positioning.

"Automotive Industry concern" believes that personnel changes often mean the arrival of "big action", so the industry is also very concerned about personnel changes. For the young SAIC Audi, although it has more room for development, the early sales have not yet been popularized. It is urgent for SAIC Audi to reshape the image of the brand in the hearts of consumers and launch more competitive products.

If the above news is true, the relatively young Yang Siyao (post-80s) who took over SAIC Audi may make the young SAIC Audi get closer to the young consumers more quickly. Of course, the work in front of Yang Siyao is not easy, which also means that Yang Siyao, who takes over the position of general manager of marketing, will also face more challenges. As for whether Yang Siyao can show a broken and backward situation after dominating SAIC Audi brand, it will take more time to verify the influence of SAIC Audi.

At present, neither SAIC Volkswagen nor SAIC Audi has announced the personnel change, and the above news still needs further official verification.

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