AutoBeta(AutoBeta.net)07/07 Report--

Sales have plummeted, and in the face of the declining Chinese market, Dongfeng Renault, a French joint venture car company, has undergone personnel changes one after another. On July 7, Dongfeng Renault officially announced that, on the recommendation of Dongfeng Automobile Group Co., Ltd., the board of directors of Dongfeng Renault Motor Co., Ltd. confirmed that Wei Wenqing became director and executive vice president of Dongfeng Renault Motor Co., Ltd., replacing Weng Yunzhong.

Data show that Wei Wenqing has more than 30 years of experience in the automotive industry, joined DPCA in 1995 and served as the main person in charge of many departments. including the Minister of production, Deputy General Manager of Dongfeng Citroen Commercial Department, General Manager and Deputy Commercial General Manager of Shenlong Automobile Co., Ltd., and joined Dongfeng Automobile Group Co., Ltd in 2014. He has served as vice minister of strategic planning, deputy chief engineer and general manager of operation and management department.

In addition, on April 1 this year, Dongfeng Renault hired GE Shuwen, who once worked in Audi China, as president of Dongfeng Renault Motor Co., Ltd. and vice president of strategic coordination of Renault Group in China, seeking to reverse the declining performance of the Chinese market.

Dongfeng Renault said that Wei Wenqing will work with Dr. GE Shuwen to promote the overall development and all-round progress of Dongfeng Renault's business. Wei Wenqing's excellent industry experience and leadership skills will help Dongfeng Renault steadily achieve its career vision.

Some netizens said, "when you go back and forth, you always change your soup without changing your clothes!" Where is the root? have you found it? " At present, Dongfeng Renault is facing greater market pressure, brand awareness is not high, products can not keep up with, lack of marketing publicity.

Dongfeng Renault, founded in December 2013, is a joint venture vehicle production enterprise established by Dongfeng Automobile Group Co., Ltd. and France Renault according to 50:50 equity proportion on the basis of restructuring Sanjiang Renault Automobile Co., Ltd. The Dongfeng Renault vehicle plant, located in Wuhan, is currently in production of only two SUV models that went on sale in 2016, namely, Correa and Coreao, with part of the technology coming from Dongfeng Nissan.

Since the launch of domestic models, Dongfeng Renault has had the opportunity to develop rapidly, with sales reaching 36525 units in 2016 and jumping to 72000 units in 2017, reaching an all-time peak. As China's car sales entered a declining stage, Renault brand and product problems were gradually exposed. Dongfeng Renault obviously stalled in 2018, and sales fell to 50,000 units that year.

In 2019, with increasing market competition and accelerated knockout stages, Dongfeng Renault fell off a cliff, falling by 91.6% in April and 80% to 1008 vehicles in May. The cumulative sales in the first five months of this year were only 7398, down 77.2% from the same period last year.

It is saddening that Dongfeng Renault sales have fallen so badly. Even if Dongfeng Renault makes a big change to the front-line management, the strategic layout of the whole brand is not clear, the new car launch plan has not made progress, and the road of development has a long way to go.

As a matter of fact, under the stock competition in the Chinese market, legal car companies are facing greater pressure and narrower and narrower living space. According to statistics, the total sales of French cars in May was only 9800, accounting for 0.63% of the total passenger car sales, with the lowest market share among all foreign brands. At the same time, it is also known by industry insiders as the darkest moment since French cars entered the Chinese market.

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