AutoBeta(AutoBeta.net)10/07 Report--

It is reported that Zhang Zhen, director of public relations of Lecker Automobile, has left his job and joined the new force of car building, Boxun Automobile. At present, the news has been confirmed.

Lectra is a brand jointly built by Geely and Volvo, while Boxun Automobile is one of the new car-making forces in China, and there is still a gap between the two companies because they have not yet achieved mass production. As a result, many netizens speculated that the departure of Zhang Zhen, director of public relations, may be related to the current situation of Lectra.

Zhang Zhen has previously worked for Ferrari, Guanzhi and other brands, responsible for market communication affairs, joined the newly founded Lectra brand, for Lecker to create a younger brand image. Since the launch of the first model-Lecker 01, the brand sales have continued to rise, and the January sales have been maintained at the level of about 10,000 vehicles for a period of time, seeing the hope that independent car companies will attack the high-end market. However, Lecker's sales growth has slowed since the second half of last year.

So far, Lectra has launched a total of three cars, including 01, 02 and 03. The four-cylinder 2.0T version of Lecker 02 and 03 has also been put on sale this year, and the product lineup has been enriched, but the sales of the Lecker brand have not continued to rise and hover at the level of 10,000 vehicles, of which Lecker 01 sales have dropped to more than 4000 units per month.

At the end of last year, Lac 01 broke out the "upgrade door". In order to optimize the smoothness of shifting at low speed, manufacturers asked 4S stores to upgrade the vehicle software system after sale, but car owners generally reported significant changes in driving feelings. including weakening power, increased fuel consumption, turning stutter and other problems. Under the pressure of public opinion, Lectra issued a relevant statement promising to provide a dynamic version of the software for users to choose. Lectra's move upset car owners who believed in the new brand.

Sales have not significantly improved, brand reputation has not yet been fully established, Lectra still has a long way to go.

Boxun, by contrast, was born in 2016 and is one of the new car-making forces in China, starting at about the same time as Lectra, but so far Boxun has not yet started producing cars.

At this year's Shanghai Auto Show, Boxun Auto exhibited Boxun iV6 and iV7 models, of which Boxun iV6 pre-sold 25-350000 yuan, officially announced a comprehensive range of 530-610km, scheduled for delivery in the first quarter of next year.

On September 27th, FAW Xiali formally established a joint venture with Nanjing Boxun Automobile Co., Ltd., Nanjing Boxun New Energy vehicle contributed 2.034 billion yuan in cash, held 80.1% of the shares, and also obtained Xiali's car-building qualification.

The departure of Zhang Zhen, director of public relations, may be a turning point in marketing and communication.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat