Will it be healthier for Changan Ford to adjust its personnel four times a year and a half?

Automatic Priority of Steam Potential | Liu Tianming

NDSD, known as the most turbulent sales organization, once again announced new appointments. Can the new "Iron Triangle" and "Yang" lead Changan Ford out of the quagmire after Gu Jiaying, former chief marketing officer of Chrysler China Automobile Sales Co., Ltd., took over as vice president and marketing director?

On August 2 1 day, Changan Ford National Sales Organization (NDSD) announced the appointment and dismissal of personnel. According to the announcement, Xiong Yi, vice president and marketing director of Changan Ford's national sales and service organization, no longer holds the current post, and Gu Jiaying, former chief marketing officer of Chrysler China Automobile Sales Co., Ltd., took over, and the appointment took effect on September 1 day.

Since Ford released the "Ford China 2.0" strategy in April, 2065438+2009, the personnel adjustment of Changan Ford NDSD has become more and more frequent. In April this year, Wang Jinhai, then the executive deputy general manager of Changan Mazda Sales Branch, was transferred to the executive vice president of NDSD of Changan Ford. In August, Chen Xiaobo became vice president, sales director and operation director of NDSD of Changan Ford.

At this point, Changan Ford NDSD made three high-level personnel adjustments in 2020. Can "Yang" and "New Iron Triangle" help Changan Ford break through the dilemma behind the personnel adjustment of NDSD's top management?

"Yang" helps Changan Ford return to the track?

One year after Song Yang, former president of Baowo Automobile, parachuted into Changan Ford NDSD, in April this year, Wang Haidi, former executive deputy general manager of Changan Mazda Sales Branch, was transferred to Changan Ford NDSD as executive vice president. Together with Song Yang, they formed a "young king combination" to help Changan Ford out of the predicament.

20 19 changan Ford did show some signs of recovery after Song Yang took over as the president of NDSD. According to statistics, the sales volume of 20 19 Changan Ford showed an upward trend in May, June and July, and the average growth rate in May and June exceeded? 30%。

Changan Ford's 20 19 annual sales volume (unit: vehicles)

However, due to the long-term management turmoil and product iteration, Song Yang did not pull Changan Ford back to the "track". According to statistics, the cumulative sales volume of Changan Ford in 20 19 was184,000 vehicles, down 5 1.3% year-on-year, and the sales data were basically similar to that in 2008.

After entering 2020, affected by the COVID-19 epidemic, Changan Ford's sales are still in a downward trend. In February, Changan Ford saw a year-on-year and quarter-on-quarter decline in sales. In this context, Song Yang and NDSD of Changan Ford are in urgent need of marketing talents to "save the market", and Wang Jinhai is the marketing veteran of "saving the market".

As an old car marketer of Changan Automobile, Wang Jinhai worked in Changan Automobile and Changan Mazda successively, and completed the second generation? CX 5, CX 3, CX 8, Mazda 3? Marketing of four main models of Angkor Sela.

After Song Yang and Wang Jinhai formed "Yang", the sales of Changan Ford did show a trend of month-on-month growth, but it may take time to test whether it can get back on track.

Is Xiong Yi's transfer a "win" or a "guarantee"?

In May of this year, a reporter broke the news to the media that in the results of public relations bidding for Changan Ford in 2020, Junxin Public Relations won the public relations bidding for Changan Ford product series. The car companies served by Junxin Public Relations over the years are highly consistent with Song Yang, President of Changan Ford Sales Company, Xiong Yi, Marketing Director of Changan Ford Sales Company, and Huo Jing, Vice President of Ford China Public Relations.

The reporter also said that in the public relations bidding of Changan Ford in 2020, the iron triangle composed of "Yang Xionghuo" asked the public relations company to "return the goods" for various reasons. In addition, the whistleblower also claimed that during Song Yang's tenure in Baowo, the strategic cooperation between Baowo and Tmall was suspected of profit transfer, while Xiong Yi was suspected of using backdoor for personal gain during his tenure in Baowo.

Although Changan Ford, Song Yang and Junxin PR released statements on social platforms to clarify the bidding process of Changan Ford's agency rights, they did not seem to be recognized by Ford.

In June this year, some media reported that the high-level department responsible for internal anti-corruption and fraud prevention of Ford Motor Company settled in Changan Ford to carry out relevant audit work. It is understood that Ford's GAO department will generally enter the enterprise for investigation after receiving the report, mainly to investigate economic problems, and can report directly to Ford's global CFO.

It is understood that Xiong Yi will be transferred to Jiangling Ford to be responsible for the related business of Jiangling Ford passenger car market. At present, there are only three kinds of passenger cars in Jiangling Ford, namely Lingjie, Road Shocker and Turuiou, and the main business focus of Jiangling Ford is in the field of commercial vehicles.

In the opinion of public opinion, Xiong Yi's transfer may be to "avoid the limelight" and ensure that Changan Ford can achieve rapid and stable growth in the sales season in the second half of the year. Perhaps the deeper reason is that Ford can take the lead in completing the corresponding planning and layout when the share ratio of passenger cars and commercial vehicles is liberalized in the future.

Veteran Gu Jiaying returns again.

As a newcomer to the NDSD "iron triangle" of Changan Ford, Gu Jiaying has rich marketing experience.

According to public information, Gu Jiaying once worked for Ford Motor Company China Co., Ltd. and General China Investment Co., Ltd., and was mainly responsible for public relations. On 20 10, Gu Jiaying joined Chrysler China as the public relations director and deputy director of the marketing department. 2065438+Returned to China as Marketing Communication Director of Chrysler China Automobile Sales Co., Ltd. at the end of 2005.

During his tenure at Chrysler, Gu Jiaying led many important marketing activities and achieved good market response. In addition to rich management experience in the field of public relations and communication, Gu Jiaying also has rich marketing management experience. During her tenure as Marketing Communication Director of Chrysler in China, she led the marketing activities such as "Extreme Photo Contest" and "Dark Horse Contest", which helped Chrysler achieve good sales growth.

Gu Jiaying, who has experience in public relations communication and marketing, is bound to make Changan Ford's "iron triangle" look brand-new. Perhaps the new "Iron Triangle" lineup will enable Changan Ford to quickly return to the first camp of the joint venture brand.

It will take time for Changan Ford to return to its peak.

Yang's organizational structure, new "iron triangle" and "2025 product strategy" seem to have created necessary conditions and good opportunities for Changan Ford to return to the peak, but it will take time for Changan Ford to return to the peak.

According to statistics, in July, Changan Ford sold 217,000 new cars, up 17% year-on-year. From June to July, the cumulative sales volume was 1 1.92 million, up by 2 1.7% year-on-year. In terms of sales volume, Changan Ford achieved year-on-year growth in both monthly sales and cumulative sales in 2020. However, it is worth noting that the double-digit growth of Changan Ford's sales volume is based on the low base utility in the same period last year, which does not mean that the Ford brand has fully recovered in China.

If we look at the low base of 20 19, the monthly sales data in 2020 is still at a low point. Compared with the peak period of 20 15, the sales volume in July was 30,000, and that in June1-July was more than 350,000.

Although the sales performance is far from the peak period, it is gratifying that the node of Changan Ford's recovery has emerged. At the same time, the implementation of "Ford China 2.0" strategy, "Product Strategy 2025" and the establishment of Changan Ford Research Institute may become the booster for Changan Ford to return to its peak.

On the way back to the peak, there are also many problems before "Yang" and the new "iron triangle". How to recapture the "cake" in the increasingly competitive China automobile market, and how to solve the word-of-mouth shortcomings of poor product quality control. Whether Lincoln brand can bring sales increment to Changan Ford and so on.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.