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Editor-in-Chief | Zhang Kehuan
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Author | Fu Yu
Reports from The GreatAuto
The rise of new energy and the sweeping of the chip crisis have made fuel vehicles that have begun to turn from an incremental market to a stock market face a new round of crisis. Under various crises, we can still see the firmness and courage of the helmsmen of traditional car companies in 2021. At the beginning of 2022, looking back on the past year, many key people, key moments are worth recalling.
GREATAUTO
Dongfeng Nissan Zhang Jihui
Venucia rose and the battle of transformation began
2021 is still a year worthy of special attention for Dongfeng Nissan. The 18-year-old "adult" is also the first year after he has just struggled to get up from the epicenter of the epidemic, and it is also the first year after Venucia announced his return. In the eyes of Zhang Jihui, the current deputy general manager of Dongfeng Nissan Automobile Sales Co., Ltd. and the deputy head of the headquarters of the Venucia business of Dongfeng Nissan Passenger Vehicle Company, this is a new stage from "division" to "joint force".
As the saying goes: The emperor loves the eldest son, and the people love the son. As a marketing veteran for many years, Zhang Jihui naturally has his eccentricity under the dual brand strategy. Although Dongfeng Nissan is not a "mortal son", in Zhang Jihui's eyes, it seems that it also has its own unique "Yi'er filter" for Venucia.
At the previous e-POWER Xuanyi price conference, he once jokingly said: "There will be several people who will focus on e-POWER later, so I will take a little more time to focus on the Venucia brand." This is also enough to see that in the first year of the return, Zhang Jihui attached great importance to Venucia. Under this high hope, Venucia also lived up to expectations, and its sales began to break through continuously, among which in November, it set a record for the wholesale sales of all models and terminal sales of both broke through 10,000, and sales began to show a substantial growth trend.
After the "adult", Dongfeng Nissan has also ushered in a new direction of development, that is, the transformation road triggered by the general trend of electrification and intelligence, which in addition to the introduction of Nissan's important technology e-power models, in terms of Venucia, this will also be one of the important directions for the future development of the brand.
"In the future, the automotive competition will mainly focus on intelligence and electrification. As an independent brand rooted in the Chinese market, Venucia is a pathfinder for Dongfeng Nissan to explore intelligence and electrification, and is also a powerful grasp for Dongfeng Nissan to explore the field of new energy and intelligence. Zhang Jihui once expressed the future development direction of Venucia to Auto Pan. In addition, overall, dongfeng Nissan in 2021 is still the same as in the previous six years, and has completed the million sales target ahead of schedule. While sales are still growing at a high speed, we need to see the transformation of Dongfeng Nissan after 2021.
Dongfeng Honda Zheng Chunkai
Victory is not arrogant and defeated, keep the clouds open to see the moon
Like Dongfeng Nissan, 2021 is also the first year that Dongfeng Honda has broken free from the epidemic. In the case of nearly two months of suspension of production in 2020, Zheng Chunkai still led Dongfeng Honda to achieve a year-on-year growth of 6% with sales of more than 850,000 vehicles, which was not easy in the case of three consecutive years of decline in the automobile market and the dual pressure of the epidemic.
In 2021, after gradually recovering from the epidemic, Dongfeng Honda began to attack new challenges. "We, Dongfeng Honda, are enterprises that have experienced the baptism of wind and rain, and are accustomed to solving any difficulties when encountered." Zheng Chunkai has said. After experiencing wind and rain, Dongfeng Honda in 2021 ushered in a year of product outbreak.
From the CR-V plug-in hybrid version of the SUV market at the beginning of last year, to the 11th generation Civic listing in the young car market, and the listing of the Yingshipai in the B-segment car market, to the debut of e:NS1 on the road to electrification transformation. Every quarter, there is no shortage of blockbuster products on the market and debut, and in this year, it also opened the beginning of Dongfeng Honda's electrification journey.
Among them, in addition to the present, Dongfeng Honda has begun to plan for the future. As dongfeng Honda 'future', e:NS1 represents the goal and direction of the brand's future electrification development. The curtain has been opened, and dongfeng Honda's electrification layout will also be fully launched. "Dongfeng Honda will focus on product electrification, management digitalization and brand warmth, and plans to launch more than 10 electrified models by 2023, and the market share of electrified models will reach more than 50% by 2025." When Zheng Chunkai was previously introduced and interviewed, he had clearly revealed the development plan of Dongfeng Honda.
Sitting in Dongfeng Honda for four years, Zheng Chunkai not only led the brand to a new high from the epidemic in 2020, but also stood at the intersection of the brand's journey of electrification. Moving forward in the storm and finding new vitality in the difficulties seems to have been the norm of Dongfeng Honda in the past few years, and now that electrification is still the trend of the times, Zheng Chunkai seems to be ushering in a good situation in Dongfeng Honda.
DPCA Chen Bin
The battle for revival has begun to bear fruit
After more than a year in command, Chen Bin was one of the important generals who led the Divine Dragon to launch a comprehensive revival war. Only a month after arriving in office, Chen Bin stood at the 2020 DPCA Automobile Culture Festival and released the "Yuan +" plan with great momentum, which launched the first gunshot of the revival war.
At that time, many people expressed doubts about Chen Bin, and even the employees inside DPCA were openly challenged in the circle of friends. But after more than a year, standing at the end of 2021, you may know how much pain your face hurts at that time. In the first half of this year, DPCA achieved free positive cash flow and restored its self-"hematopoietic" ability. On December 18, DPCA once again issued an announcement that after three consecutive months of sales exceeding 10,000, the annual sales target set by the brand this year has been successfully completed, and has achieved positive year-on-year sales growth for 13 consecutive months, which is very difficult for the situation of French cars in the Chinese market in the past two years.
Under the "Yuan +" plan, DPCA accelerated the pace of new product launches in 2021, which is a scene that has not appeared in French cars for many years. A number of models, including the 2021 C6 Comfort Edition, the 2021 Tianyi, the all-new 4008, the all-new 5008, the new C3-XR, and the annual blockbuster Versailles C5X, have been launched in 2021, laying a solid product foundation for sales boost.
Among them, especially the Versailles C5X, as the first flagship model of the brand to launch a revival war, is even more with the characteristics of entry and high matching, completely bidding farewell to the impression of the French car "under the top match". "The Versailles C5X is the decisive battle for the revival of the DPCA Company, comparable to the Red Army's Long March to 'fly to capture the Luding Bridge'." Chen Bin, general manager of Shenlong, commented on the Versailles C5X.
In addition to product reforms, DPCA also continues to innovate in terms of strategy. After last year's "Yuan +" plan, In 2021, Chen Bin continued to launch DPCA's attempts in China. Last year, Chen Bin once again put forward 1 transformation, 2 doctrines, 3 spirits and 4 pillars, and on the basis of firmly "customer-centric", he once again gave a shot to the long-term development of DPCA.
Hyundai Motor Lee Hyuk-hee
Continuous innovation, continuous challenge
Some people have already created a prosperous world, and some people are preparing to create a prosperous world, such as Hyundai Motor's Li Heyuan.
Unlike the above leaders, Li Heyuan is the president of Hyundai Motor China, who just took office on December 17, 2021, in fact, he has not created any value that we can see with the naked eye in this position, but we are still looking forward to the new "China Pass".
A graduate of the Jilin Institute of Economics and Management, Li Heyuan has also studied at Peking University and Chinese Min University, two of China's top universities, and has held various positions within Hyundai Motor since 2001. Unlike his previous leaders, Li Heyuan not only knows the interior of Hyundai Motor very well, but also benefits from his rich Chinese education and professional experience, he also has his own views on the Chinese market, which may create a different spark for the further localization of Hyundai Motor in the Chinese market.
In addition, the new president also has a career experience worthy of our attention, Li Heyuan also served as the chairman of Hyundai Hydrogen Fuel Cell System (Guangzhou) Co., Ltd., which coincides with Hyundai Motor's long-term development goals. At last year's Guangzhou Auto Show, Hyundai Motor's booth had already exhibited hydrogen energy models in multiple market segments such as commercial and passenger markets, and began to tentatively show the direction of the brand's future development.
In January last year, Hyundai Motor signed an investment agreement with Guangzhou Development Zone in Guangzhou and established the Group's first overseas hydrogen fuel cell production base. In addition, Hyundai Motor's NEXO hydrogen fuel cell vehicle has also held its first road test drive in China recently, and the brand's hydrogen fuel vehicle layout in China is gradually being realized. In addition, China's Ministry of Finance, the Ministry of Industry and Information Technology, the Ministry of Science and Technology, the National Development and Reform Commission, and the National Energy Administration jointly issued the Notice on Launching the Demonstration Application of Fuel Cell Vehicles, which further promoted the development opportunities of hydrogen fuel vehicles.
Under the gradual support of the policy, Hyundai Motor's hydrogen fuel vehicle layout in China has been fully opened, and after Li He's new position, it may further promote the development of Hyundai Motor in China and challenge the new track.
Write at the end:
Without experiencing wind and rain, how do you know how beautiful the rainbow is.
The development of any industry is for human beings, and it is also promoted by human beings. For fuel vehicle brands in 2021, whether it is the chip crisis in the industry environment or the rise of the new energy vehicle market, it is a year of "bloody rain". Among them, there are still many soul figures who stand up to bear this pressure and lead enterprises to continuously innovate and make breakthroughs. Looking at the above key figures, 2021 is almost a key year for them to stand at the intersection of transformation. There are such generals and soldiers at different times, which may also be the key to the enduring and sustained upward development of the automotive industry in the past century.
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