On February 10th, a "Circular on Adjusting the Division of Leadership of Chang'an Automobile Co., Ltd." triggered various conjectures of the media on Chang'an's internal adjustment.
In this announcement, Deng Zhiyou, who was rumored to be taking over Chang'an Automobile earlier, did not appear on the list. Chang’an’s chairmanship will remain with Xu Liuping. In the increasingly fierce situation of the “fourth-strong†battle between Chang’an and Beijing Auto, Xu Liuping’s retention has been interpreted by the outside world as a signal to stabilize the military.
For Changan, who has been in the “fourth industry†position for a long time, internal stability is the key to success in the absence of the need to grow and expand its own business.
Xu Ping continue to supervise <br> <br> according to personnel changes announcement issued by Chang, Xu Ping, chairman of Changan will continue to serve China and chairman of Changan Automobile; Wang rebirth due to his age since January 29 no longer served as a director, vice president Positions, supplemented by Ren Qiang are directors of the Chongqing Changan Automobile Board of Directors. He recommended He Chaobing as the deputy general manager of Changan Automobile. He has a probation period of one year and is responsible for coordinating company quality work.
Prior to this, Wang Zhongsheng also served as deputy secretary of the Changan Automobile Party Committee, secretary of the Disciplinary Committee, chairman of the labor union, and general legal adviser. He also served as director of Chang'an Suzuki's board of directors and director of Changan Mazda's board of directors. After this adjustment, the position of general counsel is served by Ma Jun, vice president. The deputy party secretary, secretary of the Disciplinary Committee, and labor union chairman are served by vice president Ren Qiang; Cui Yunjiang will take over as director of Changan Suzuki's board of directors; Zhou Bo is the chairman of Changan Mazda's board of directors.
In addition, Zhu Huarong will no longer serve as chairman or director of Chongqing Changan New Energy Automobile Company; Liu Bo, vice president of Changan Automobile, will take over the above positions and will also be responsible for the company's project promotion, innovation in technology management, and planning for new energy technologies. At this point, the senior vice president of Chang'an Automobile also reduced from 13 to 11.
Although in this adjustment, Deng Zhiyou, who was reported to be succeeding Xu Liuping, did not appear on the list, but according to media reports, Deng Zhiyou’s appearance has frequently appeared in various important conferences in Chang’an, and it was already at the end of 2013. Has been one after another inspected Hafei Motor, Ningjiang Shanchuan, Ningjiang Showa and other Chinese Changan Automobile's vehicle and parts companies. It is speculated by industry insiders that such important positions as the chairman of the board of directors can only be announced at a time when the time is ripe for a smooth transition. This is not unrelated to the current seat of the "Fourth Strong" in the Chinese auto market that is still competing with Beiqi.
It is well-known that the competition between Changan and BAIC has already entered a period of intense heat. The data shows that last year Changan Group sold a total of 2.2 million new cars, which was 700,000 units from the third-placed FAW. However, the gap between them and Beiqi behind them was not much at 90,000. However, as early as 2009, the gap between Chang'an and the Dongfeng ranked third at the time was only about 30,000 vehicles. It can be seen that Chang'an has to reach a stage of growth and expansion both in its own business and in joint ventures in recent years.
At the working conference of China Chang'an Group in mid-January of this year, “Consolidating and enhancing the status of the first camp and ensuring the industry’s fourth†has become the first proposed goal of Xu Liuping, which shows its determination.
However, Changan Automobile also faces fierce competition in all passenger car segments. For example, in the mini-vehicle segment, Chang’an, which is ranked second, has been further away from the first SAIC-GM-Wuling. According to the brand data released by the China Automobile Association, the Changan brand microcar dropped 16.6% in 2013, and Hafei brand fell 58.5%. On the other hand, competitors, SAIC-GM-Wuling's Wuling brand micro-vehicle increased by 11.6%, and BAIC's Weiwang brand increased by 183.5%. At the same time, after BAIC Automobile is incorporated into Changhe Auto, it will also increase its competitiveness in sales statistics.
In the joint venture sector, Changan Mazda and Changan Suzuki are also in urgent need of strength. In addition to Changan Peugeot Citroen, which was incorporated into Changan Automobile's financial report last year, it is still in the stage of brand cultivation. Things are just around the corner, so this has forced Changan to chase after the autonomous cars.
According to an insider of Chang'an Automobile, a reporter of the Times Weekly revealed that the target of the self-owned brand sedan of the Changan Automobile Division this year is 600,000 vehicles, which has almost doubled the target of last year. Since 2012, Changan Auto’s own-brand sedan has been one of the fastest growing self-owned brands. In 2013, its own-brand sedan sold a total of nearly 400,000 vehicles. In 2013, Beiqi's own brand sold only 200,000 vehicles.
According to Chang'an's plan, by 2020, Chang'an's overall production and sales scale will reach 5 million to 6 million vehicles, of which 60% will be self-employed and 40% will be joint ventures.
By 2016, Changan’s own-sedans will be planned to form four major platforms and 15 products, and the full spectrum of cars, SUVs, MPVs, and crossovers will be deployed. The average price will exceed 100,000 yuan, and the quality level will reach the level of mainstream joint ventures.
In the future, whether Changan Automobile can achieve the balance between autonomous and joint venture “two legs†not only raises higher requirements for independent research and development by Changan Automobile, but also tests Xu Liuping’s strategic wisdom.
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