Entering 2022, car companies have begun a new round of personnel adjustments.
E Auto exclusive news, the former FAW Besturn Car Co., Ltd. sales branch deputy general manager Zhao Dong has been officially transferred to FAW Toyota, adding bricks and tiles to FAW Toyota's million vehicle target. Lan Xiaobing, former director of the planning department of FAW Toyota Motor Sales Co., Ltd., will be transferred back to FAW Group, and it is said that he will be transferred to Hongqi.
(Lan Xiaobing)
According to the data, in 2021, with a variety of high-quality new cars and continuously upgraded service experience, FAW Toyota maintained continuous sales growth, with cumulative sales of 860019 vehicles, an increase of 8% year-on-year, once again outperforming the market, especially a number of new cars in December sales hit a new high, highlighting FAW Toyota's ultra-high user recognition and market appeal.
In 2022, FAW Toyota will launch a number of new TNGA products that have not yet been unveiled, such as the Corolla Ruifang, and at the same time, the bZ4X, the first pure electric SUV of the TOYOTA bZ pure electric exclusive series created by the BEV exclusive platform of FAW Toyota's new energy factory, will also be officially launched to the market in 2022.
According to the information, Zhao Dong joined FAW Car Co., Ltd. in August 2001, joined FAW Mazda in 2010, and served as the director of the customer and market research department of FAW Mazda Automobile Sales Co., Ltd., and was promoted to the position of deputy general manager of the sales company in March 2018.
In February 2019, Zhao Dong was transferred to FAW Besturn Car Co., Ltd. as the deputy general manager of the sales company, responsible for intelligent network connection and customer operation.
During his tenure at Besturn, Zhao Dong played an important role in the development of FAW Besturn. When Zhao Dong took over FAW Besturn, it coincided with a period when FAW Besturn's sales volume was at the bottom and its reputation declined. At this time, Zhao Dong took office, reflecting the affirmation of FAW's personal ability. After taking office, Zhao Dong did not live up to expectations, and the overall sales of New Pentium in 2019 increased by 33% year-on-year.
In May 2020, Zhao Dong took over the marketing promotion and brand public relations of FAW Besturn Car Company. During this period, FAW Besturn launched a series of customer care and youthful marketing measures, such as "free return and replacement of new cars within 30 days", cross-border marketing activities jointly signed by Besturn and National Tide brand Li Ning, etc., making Besturn's image increasingly young and vibrant.
In fact, as early as 2020, faw Toyota's normal personnel changes were advancing rhythmically.
In April of that year, Huang Yong, former director of the Organization and Personnel Department of FAW Group, officially succeeded Wang Gang as the secretary of the party committee and executive deputy general manager of FAW Toyota. In Charge of personnel and production; in October, Hu Shaohang, who had previously presided over the brand public relations department of FAW Group, succeeded Tian Qingjiu as the party secretary and general manager of FAW Toyota Motor Sales Co., Ltd., focusing on marketing and sales.
So far, Hu Shaohang and Huang Yong have formed a new leadership group of FAW Toyota's Chinese side, leading FAW Toyota to buck the trend, and the most obvious work result is in sales.
On the first day of 2022, FAW Toyota announced its annual sales in 2021: more than 860,000 units.
Despite the serious impact of the epidemic in 2021, chip tension, energy saving and power rationing, and extreme weather, FAW Toyota has strengthened the integration of production, marketing and research, production, supply and marketing coordination, broken the norm, and achieved the best level in history in production and sales, operating income and profit.
In addition, in the past year, FAW Toyota is also worth mentioning in the richness of its product matrix. In 2021, FAW Toyota has successively launched heavyweight new vehicles including Crown Land Release, Asia Lion, new Corolla, Rongfang PHEV and Lingfang.
Taking the strategy of revamping crown and renewing the crown brand as an opportunity, FAW Toyota has taken advantage of the momentum to expand its product range, leading the FAW Toyota brand upwards, while also providing Chinese consumers with higher value product choices and meeting the needs of consumption upgrading. On the other hand, in the dimension of high-end, FAW Toyota has a number of high-end product lines such as crown and Prado, which also occupies an absolute advantage over GAC Toyota.
From the data point of view, the cumulative sales of Crown Land Release since its listing in August have reached 25,173 vehicles; the cumulative sales of Lingfang, which focuses on exquisite and elegant routes, have reached 7,929 vehicles since its listing in November, exceeding expectations; the cumulative sales of the Rongfang family are 203,410 vehicles, compared with 117% in the same period; the cumulative sales of Asia Lions since its listing in April are 33,165 vehicles; the cumulative sales of the Yize family are 47,011 vehicles; and the cumulative sales of the Asian Dragon are 123525 vehicles, compared with 111% in the same period. The cumulative sales of the Corolla family are as high as 330,280 vehicles.
These three data show that high-end and new energy have become the main sales force and potential development driving force of FAW Toyota.
Write at the end:
In the increasingly competitive environment, improving product layout and accelerating product updates have become the main theme of the automotive market.
For veteran Zhao Dong, how to grasp the current good upward momentum of FAW Toyota, while using the marketing rhythm to better serve products, is the top priority of the moment; on the other hand, standing at a new sales height, FAW Toyota is bound to impact the million sales target this year, in a new historical stage, the addition of fresh thinking, but also let us this down-to-earth brand, full of expectations.
The future can be expected.