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According to the national enterprise credit information publicity system, industrial and commercial changes have taken place in Dongfeng Motor Co., Ltd., Zhu Yanfeng stepped down as legal representative and chairman, and Yang Qing took over. At the same time, a number of managers of the company also changed. According to the data, Dongfeng Motor Co., Ltd. was established in May 2003, with a registered capital of 16.7 billion yuan, jointly held by Dongfeng Group shares and Nissan (China) Investment Co., Ltd., and Dongfeng Nissan passenger car Company, which is specially responsible for passenger car business.

After the change of Dongfeng Motor Co., Ltd., Zhu Yanfeng has no job information under his name. Dongfeng Motor Group, as the controlling shareholder, announced on October 27, 2023. Yang Qing was appointed chairman and party committee secretary of Dongfeng Automobile Group Co., Ltd., and was relieved from his post as general manager of Dongfeng Automobile Group Co., Ltd. Zhu Yanfeng, former chairman of the board, was removed from the post of chairman and party committee secretary of Dongfeng Automobile Group Co., Ltd on March 3, 2023. On November 2, 2023, Dongfeng Group shares announced on the Hong Kong Stock Exchange that Zhu Yanfeng had reached the retirement age and would no longer hold the post of executive director and chairman of the company from November 2, 2023, and Yang Qing would take over.

Zhu Yanfeng was born in March 1961, joined Communist Party of China in May 1982 and worked in August 1983. He graduated from the Department of Chemical Automation and Instrumentation of Zhejiang University. He successively served as General Manager of China first Automobile Group, Chairman of FAW Group and Chairman of Dongfeng Automobile Company, and retired in March 2023.

Yang Qing was born in July 1966, joined Communist Party of China in August 1993 and worked in June 1988. she graduated from Wuhan University of Technology (formerly Wuhan Institute of Technology) and joined Dongfeng Motor Company in July 1988. he has served as vice president and general manager of Dongfeng Commercial vehicle Co., Ltd., chairman of Dongfeng Automobile Group Co., Ltd.

Yang Qing, chairman of Dongfeng Motor Co., Ltd., also bears the heavy burden of Dongfeng Nissan turning around the disadvantage. At the moment, life is not easy for Dongfeng Nissan. Dongfeng Nissan passenger cars are mainly engaged in Nissan, Infiniti and Qichen brands, among which Nissan brands account for the majority of Nissan's sales in China, including Xuanyi, Teana, Qijun, Xiaoke, Touda, Jinke and other models. New and old Xuanyi is the sales support, with a cumulative sales volume of 376100 vehicles in 2023, accounting for 56% of Dongfeng Nissan's total sales. Dongfeng Nissan has fallen out of the top 10 in the list of manufacturers' sales released by the CAS, with only two Japanese joint ventures, Guangzhou Auto Toyota and FAW Toyota, in terms of sales in the TOP10.

Nissan is also well aware of the difficulties encountered in the Chinese market. In November 2023, Nissan Senior Vice President, Chairman of Nissan China Management Committee and President of Dongfeng Motor Co., Ltd. announced that 10 locally developed new energy vehicles will be launched to the Chinese market by the end of 2026, including Nissan, Qichen and Dongfeng brands. Among them, Nissan brand's first independent research and development of new energy vehicles will be launched in the second half of 2024.

With the rapid rise of independent brands, and under the tuyere of new energy vehicles, the advantages of joint venture brands are becoming less and less obvious, and the decline of German-Japanese joint venture brands has become a consensus. In the view of the industry, there are still opportunities for joint venture brands, but changes must be made, especially at the marketing and technical level. Germany and Japan account for 40% of the Chinese market, indicating that Chinese consumers are not far away from joint venture brands, joint venture brands still have great opportunities for development in the Chinese market, and changes in technology and marketing are inevitable. however, if it is still unchanged, enjoy its success, do not adapt to the times for iteration and upgrading, then it is also doomed to be eliminated by the market. For joint ventures such as Nissan, the transformation in the Chinese market has only just begun.

Today, with the rapid rise of independent brands and under the tuyere of new energy vehicles, the advantages of joint venture brands are becoming less and less obvious. The replacement of new energy vehicles for fuel vehicles will accelerate in 2024. BYD is the first to start a comprehensive price reduction sale after the Spring Festival of the year of the Dragon. Qin PLUS and Destroyer 05 launched a glorious version of the model, with a price of only 79800 yuan, and shouted the slogan "electricity is lower than oil" to face the competition for joint venture fuel vehicles. Accelerate to replace joint venture fuel vehicles. Since then, including Chery, Geely, Tesla, Changan Qiyuan and so on have launched a new policy of preferential car purchase.

For Nissan and other Japanese brands, it is very important to stabilize the original basic set of fuel vehicles and at the same time launch new energy products that can support sales growth as soon as possible, but Japanese brands have long been betting on gas-electric hybrid and hydrogen fuel technology. there is a lack of technical reserves in the direction of pure electric, so it is difficult to narrow the gap in the short term.

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