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Recently, Chery's high-end brand EXEED made low-key high-level defense changes. Cheyi has been confirmed from reliable sources. The former vice president of Dongfeng Renault has joined Qiruixing Road as the general manager of EXEED Star Road Brand Marketing Center, and Jia Yaquan, vice president of Chery Co., Ltd. and general manager of Chery Brand Marketing Center, will no longer be the general manager of Star Road Brand Marketing Center from now on.
However, since Jia Yaquan is in charge of Chery's domestic marketing sector as a whole, Chen still needs to report to Jia Yaquan after becoming the general manager of Xingtu Brand Marketing Center. At the same time, Cheyi also learned that Yang Ning, deputy general manager of Chery Marketing Company and brand director of EXEED Star Road Brand Marketing Center, has also been transferred from Star Road and returned to work in Chery Brand Marketing Center.
In May last year, due to the departure of Cao Zhigang, general manager of Xingtu Brand Marketing Center, Jia Yaquan was also the general manager of Xingtu Brand Marketing Center. Previously, Yang Ning, deputy general manager of Chery Marketing Company, was transferred to Xingtu brand to help this newly established high-end brand carry out marketing work. However, the frequent changes at the top make it difficult for Star Way Marketing to improve.
According to public information, since Chery released a brand-new high-end brand named "Star Way" EXEED on October 2018 10, the marketing executives in charge of the new brand have changed many times in just over two years.
In May last year, Cao Zhigang, general manager of Xingtu Brand Marketing Center, who had been working for six months, passed away. In August last year, Chery's "old man" who worked in Xingtu brand marketing center for less than half a year and Jia, executive deputy general manager of Xingtu brand marketing center, also "hung up his hat and left" and then joined the Great Wall WEY brand. A month later, the deputy general manager of Chery Automobile Sales Company took over Jia.
It is worth noting that Chen, who joined Starway this time and served as the general manager of Starway brand marketing center, and Chen, who joined Chery earlier and served as the deputy general manager of Chery marketing company, all worked for Dongfeng Citroen brand under Shenlong Automobile Company. Before joining Chery, Chen's last stop was Dongfeng Renault.
2065438+In March 2004, the senior management of Shenlong Automobile was adjusted, and Chen became the general manager of Dongfeng Citroen brand under Shenlong. Prior to this, Chen was the sales director of Dongfeng Peugeot. By April 20 16, the senior management of Shenlong automobile was adjusted again, and Chen stepped down as the general manager of Citroen brand.
Two years later, from 2065438 to May 2006, Chen moved to Dongfeng Renault as the vice president and marketing director. 20 18- 10, replacing Chen as the vice president of Dongfeng Renault, fully responsible for the marketing, sales, after-sales, channel management and system construction of Dongfeng Renault.
Under the leadership of Chen, Dongfeng Renault, a rising star, once ushered in a "small spring" of sales growth.
In August, 2065438+07-/kloc-0-,Dongfeng Renault sold 46800 vehicles. Compared with many well-established brands, Dongfeng Renault jumped 3 1 1% year-on-year. In 20 18, Dongfeng Renault sold 50 109 vehicles in the whole year, and the established relegation was 70,000 vehicles, and the goal of challenging 90,000 vehicles basically failed. In June of that year, Chen was transferred from Dongfeng Renault.
At this time, I embarked on a new star path and told Chen Lai that I was "ordered in a crisis". Due to the frequent adjustment of marketing executives and the need to sort out the internal system, Xingtu brand faces great practical challenges in marketing promotion and channel construction. According to the earliest sales target released by Chery executives, Starway will reach "654.38+10,000 vehicles" in the first year of listing in 2065,438+09, but so far Chery has not released the annual sales report card of Starway brand in 2065,438+09.
According to the sales data of Xingtu brand released by the owner's home, since the first new car TX/TXL of Xingtu brand went on the market in April last year, the sales volume of Xingtu brand was only about 65,438+05,000 vehicles in the eight months from April to February last year, which was far from the set target of "654,380+10,000 vehicles" expected by Chery's senior management.
It will take time for the senior management team to give the final answer whether it can seize the sales of Starway and establish the high-end brand of Starway.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.