The high-level blood change, Dongfeng Nissan fully "invaded" Infiniti

Recently, a major news of personnel changes has once again pushed Infiniti to the outlet of public opinion. Since May 2022, Xin Yu has concurrently served as the head of the Headquarters of Infiniti Business, and Wang Baojun has served as the deputy head of the headquarters. At the same time, Mao Limin took up the position of Vice President of Special Projects of Nissan (China) Investment Co., Ltd. and General Manager of Infiniti China Management Committee.

This round of personnel changes involves three core figures of Dongfeng Nissan, involves Infiniti's top executives in China, and is the first major adjustment after Dongfeng Infiniti returns to the Dongfeng Nissan system, which inevitably triggers a series of speculations in the industry. What is the intention behind this personnel change at Infiniti?

Personnel changes bring new changes

According to public information, from 2014 to mid-2022, Dongfeng Infiniti has changed its general manager five times. In fact, in the 2 years that Mao Limin was in charge of Infiniti, Dongfeng Infiniti actually had little achievements. Although the sales performance is not obvious, the introduction of the new QX60 and the repositioning of the brand have given Infiniti the opportunity to get back on track.

Mao Limin

The personnel adjustment this time is obviously dongfeng Nissan's increased emphasis on Infiniti, hoping to inject new impetus into its development. Judging from past resumes and achievements, The ability of Xin Yu and Wang Baojun is guaranteed. At the same time, Infiniti also has high hopes for the market development ability of these two generals.

Xin Yu

Specifically, as one of the heroes who led Dongfeng Nissan to be in the "Annual Sales Million Club" for many years, Xin Yu has more than 20 years of experience in the automotive industry, and he is a well-known marketing master in the industry. The legendary performance and the previous years of Dongfeng Nissan's work experience have made Xin Yu the best choice in the eyes of Dongfeng Infiniti. In the eyes of the outside world, Xin Yu's transfer to Dongfeng Infiniti confirms dongfeng Nissan's recognition of the executive's ability.

Wang Baojun

Like Xin Yu, Wang Baojun is also a veteran of the automotive industry. Since joining Dongfeng Nissan, he has held different positions, and most of his experience has not left the word "marketing". It can be said that in the years of Dongfeng Nissan's high-level work, Wang Baojun has accumulated a very rich experience in "marketing" and "development".

With Xin Yu, who has rich marketing experience, becoming the head of Dongfeng Infiniti headquarters, it is foreseeable that Dongfeng Infiniti will increase its marketing, its marketing and sales synergy will be more rational, and the management structure will be clearer, which will undoubtedly promote Infiniti's long-term development in the Chinese market.

After the change of coach, Infiniti moved

Judging from this personnel change, Dongfeng Nissan clearly hopes that a new team can bring some new changes to Infiniti. But in fact, the burden in front of Xin Yu and Wang Baojun is not easy, and it can even be said that it is full of dangers. In fact, whoever takes charge of Infiniti next will face countless "hard battles" to fight.

First of all, Infiniti still lacks "blockbuster" products. Since entering the Chinese market in 2006, Infiniti has performed very "Buddhist" most of the time, even if it began to introduce domestic products in 2014, it only has two domestic models, Q50L and QX50, to support overall sales, until this year, when another new model - QX60 was launched. Such a number of products is not dominant compared with luxury brands such as Cadillac and Jaguar Land Rover. The slow introduction of new models has become one of the reasons restricting infiniti's development.

At the same time, at the moment when the new energy track is hot, Infiniti's new energy layout has not seen results for a long time, which also makes it face great challenges. Although Infiniti has said it will accelerate the layout of electrified models and plans to cover most of the models on sale by 2030, it is already too late for the current Chinese new energy market.

What's more, at present, traditional car companies are vigorously developing electrification, whether it is the "elephant turn" of luxury brands such as BBA, or the continuous breakthrough of Cadillac and Lexus, which has caused a lot of pressure. In addition, new car-making forces such as Weilai, Ideal, and Gaohe have gradually gained a foothold in the high-end electric vehicle market, further encroaching on the market. Under such a violent attack, Infiniti's development is full of uncertainty.

The slow introduction of new products and the delay in the transformation of electrification are all objective crises in Infiniti. However, at the beginning of this year, Dongfeng Infiniti was included in dongfeng Nissan's management system as an independent business headquarters, which also gave people more confidence in the brand. It is reported that after Infiniti returned to Dongfeng Nissan, it handed over a report card of 320.37% year-on-year growth in the first quarter of this year, which undoubtedly made a good start for the brand. In short, with the "strength of the cadre" sitting in Infiniti, and relying on Dongfeng Nissan's more mature and powerful system, Infiniti has also ushered in an important turning point in the development of China.

In fact, Infiniti has been in China for more than 15 years, but it has never found a feeling. Dongfeng Infiniti's integration into the Dongfeng Nissan system may be a good start, and the down-to-earth and enterprising Dongfeng Nissan style can make it land smoothly. As for further development, we have to understand the new executives who are good at marketing.