The personnel of automobile companies fluctuated frequently in March, with an average of senior management changes every two days.

Behind every senior executive change, there is a philosophy of corporate adjustment.

On the first day of April, officials of SAIC Volkswagen, a joint venture of SAIC, announced important personnel changes-Jia Mingdysi, general manager of SAIC Volkswagen sales Company, was appointed as the Chinese head of the Audi project of SAIC. The successor is Yu Jingmin, who attended the event as deputy general manager of the car the day before.

The deployment of troops was the norm in the past March. According to incomplete statistics, in March, at least 20 car companies experienced personnel changes, with an average of one senior executive leaving every two days or performing new duties or reassignment. Among them, some are normal rotation, some are new business layout, and some are a kind of helplessness.

"with the iron-made soldiers in the camp, the personnel changes in automobile enterprises are bound to continue. According to the situation at the beginning of this year, it is not impossible to surpass last year. " In the view of people in the industry, the frequent personnel changes of automobile companies show that the growth potential of the domestic automobile market is still huge, especially with the arrival of the era of electric cars, the flow of talents reflects the vitality of the industry.

SAIC Audi is about to be officially unveiled.

After the differences in the sales channel were resolved through consultation, the main person in charge of SAIC Audi finally surfaced.

On April 1, SAIC-Volkswagen officially announced that Yu Jingmin has been appointed Deputy General Manager of SAIC-Volkswagen sales and Marketing and General Manager of Shanghai SAIC-Volkswagen Automobile sales Co., Ltd since April 1, 2021. At the same time, Jia Ming-dysprosium was transferred to the executive deputy general manager of SAIC-Volkswagen Audi Marketing Division.

In fact, Jia Ming and dysprosium have long been transferred. Jia MingDi, who had planned to attend the SAIC Volkswagen ID.4 X media communication meeting on March 25, did not show up. "after all, the group has no official declaration yet." At that time, SAIC Volkswagen insiders told reporters, "did not participate in this communication meeting is also to avoid Jia Ming dysprosium embarrassment."

In April 2018, Chen Hong, chairman of SAIC Group, announced at the shareholders' meeting that Audi had subscribed 115 million yuan and held a 1% stake in SAIC Volkswagen, which was officially qualified to produce Audi brand models. In the second half of the same year, with SAIC-Volkswagen establishing Audi Brand Division, Jia Ming-Di also served as SAIC Audi Brand Director. During Jia Ming's term of office, SAIC-Volkswagen achieved a rapid growth from 6 million cars in October 2010 to 23 million vehicles off the line in October 2020.

"the (Audi A7L) auto show is about to be unveiled, and the sales team needs to be built quickly." Earlier, the SAIC Volkswagen insiders revealed to reporters that SAIC Audi's first domestic model, the A7L, will be officially launched at the Shanghai Auto Show in April this year.

In addition to traditional fuel cars, SAIC Audi will also put into production pure electric models in the future. On March 18, at Audi's 2020 fiscal year annual meeting, Audi executives said at the annual meeting, "in order to complete the electrified transformation of Audi, we will also introduce pure electric car products to SAIC Audi in the future."

The strategy of modern localization has failed for the time being.

Ten days after Li Feng was transferred back to Hyundai Motor Group (China) as vice president and no longer held the post of general manager of Dongfeng Yueda Kia, Hyundai Motor Group announced on March 22 that Xiang Dongping, vice president of Hyundai China and deputy general manager of Beijing Hyundai, will no longer hold relevant positions in Beijing Hyundai, but will continue to serve Hyundai's business in China.

"if the goal is not achieved, the performance is not up, and the development is not satisfactory, it is by no means a problem that can be solved by the transfer of personnel." The aforementioned industry insiders believe that whether it is Beijing Hyundai or Dongfeng Yueda Kia, its unsatisfactory sales in the Chinese market are caused in many ways. "judging from the existing results, the modern localization strategy has temporarily failed."

Figures show that Beijing Hyundai sold 502000 vehicles in 2020, down nearly 30 per cent from a year earlier. This figure is a far cry from the original sales target of 750000 vehicles, and it is also the fourth year in a row that Beijing Hyundai's sales fell year-on-year. Dongfeng Yueda Kia sold 249300 vehicles in 2020, down about 14 per cent from a year earlier and more than 20, 000 vehicles short of its reduced target of 270000.

In September 2019, Li Feng became general manager of Dongfeng Yueda Kia; in March 2020, Xiang Dongping became deputy general manager of Beijing Hyundai; and in June 2020, Li Hongpeng was appointed vice president of Hyundai China. At that time, China's local troika was given high hopes by the Hyundai Group. The purpose of Hyundai Group is very clear, that is, with the introduction of a series of local talents, it will help its overall development, stability and rise in China, and demonstrate its determination to further cultivate the Chinese market.

Now, Li Feng's "three-year appointment" is just halfway through, and the goal of "attacking Beijing Hyundai's annual sales of 750000 vehicles" to Dongping has not yet been completed, leaving only regret and regret for the outside world.

Chairman of Geely Automobile "second Entrepreneurship"

For the rapid development of the Blue Geely Action Plan, the pace of reform of Geely Automobile is unprecedented.

On March 23rd, Jiayue, a former senior director of operation and management of Geely Group, was "pushed" to the front of the stage, and took over an Conghui to become the new CEO of Geely Automobile Group. At the same time, Geely's new intelligent pure electric brand "Polar Krypton" has been officially released, which will positively participate in the competition in the intelligent pure electric vehicle market.

"the release of Polar Krypton is natural." Polar krypton CEO an Conghui, chairman of Geely Automobile Group, said that polar krypton needs more capital investment in both self-driving and intelligent aspects when building intelligent pure electric vehicles, so as to reduce supply chain costs and expand the company's economies of scale. "more importantly, Polar Krypton carries the heavy burden of Blue Action Plan 2 'Intelligent Pure Electric vehicles, set up a new Pure Electric vehicle Company, and directly participate in the competition in the intelligent Pure Electric vehicle market'."

According to the financial report, in 2020, total Geely car sales were 1.32 million, down 3 percent from the same period last year, while net profit was 5.57 billion yuan, down 32.4 percent from the same period last year. During the period, Geely sold more than 1.32 million vehicles, of which 68000 new energy models were sold, accounting for only 5.2 per cent of new car sales for the year.

"2021 will be the time for Geely to take off after entering the 4.0 era." In an Conghui's view, the achievements of Geely's CMA, SPA and vast SEA architecture built in previous years will be fully reflected this year, which will bring a huge boost to Geely's sales and revenue. "with the expansion of the scale of products in the 4.0 era, Geely's economies of scale will be further reflected. In the future, with the growth of sales, the realization of profits will be much faster than the growth of sales, and return to the track of rapid profit growth. "

Geely has set a sales target of 1.53 million vehicles this year, an increase of 16% over the same period last year, and continues to increase its market share. For Gan Jiayue, who has just taken up his new post, this is an arduous task; for an Conghui, who personally serves as the brand-new polar krypton CEO, the "second venture" for the era of smart electric cars has only just begun.