SAIC Volkswagen Volkswagen brand changed coaches, Fu Qiang, Xie Shiqi are one of the second in command

Abstract: Xie Shiqi not only served as the deputy manager of SAIC Volkswagen brand, but also remained as the manager of ID model group, highlighting the increasing importance of new energy products in SAIC Volkswagen

Text | Guo Huaiyi 

Edit | Zhao Cheng

Entering 2023, SAIC Volkswagen ushered in another personnel adjustment.

Caijing Auto (ID: caijingqiche) exclusively learned that on March 17, SAIC Volkswagen released the pre-employment announcement of the manager and deputy manager of the marketing business department of the Volkswagen brand.

It is reported that Fu Qiang, the current manager of SAIC Volkswagen's brand sales and channel (SVS) department, intends to be the manager of SAIC Volkswagen's brand marketing division, replacing Yang Siyao, who was previously transferred to the general manager of SAIC Audi's marketing business.

Xie Shiqi, currently manager of SAIC Volkswagen brand ID marketing (SVI) department, will be the deputy manager of SAIC Volkswagen brand marketing division, the manager of Volkswagen brand sales and channel (SVS) department, and the manager of SAIC Volkswagen brand ID marketing (SVI) department.

▲ Fu Qiang (left), Xie Shiqi (right)

Source: Network

According to public data, in 2022, SAIC Volkswagen will sell a total of 1.32 million units, of which the Volkswagen brand will sell 1.273 million units, accounting for 96.4%. Therefore, the personnel arrangement of the manager of the brand marketing division of SAIC Volkswagen has become one of the core personnel layout of SAIC Volkswagen.

Some analysts pointed out that the position of deputy manager of the SAIC Volkswagen brand held by Xie Shiqi seems to be a new position, and it seems that there has not been a position of deputy manager or executive deputy director in the previous history of the SAIC Volkswagen brand.

Regarding the personnel adjustment of the SAIC Volkswagen brand and whether the deputy manager is a new position, SAIC Volkswagen told Caijing Auto (ID: caijingqiche): Fu Qiang is the manager of the marketing business department of the Volkswagen brand; Xie Shiqi is the deputy manager of the marketing business department of Volkswagen brand, and formulates the department positions according to the actual business situation.

The aforementioned analysts pointed out that in the reform of SAIC Volkswagen's model group in 2022 (exclusive|two split three!) SAIC Volkswagen's marketing structure was overhauled), and Xie Shiqi served as the head of the ID model group, specializing in the marketing and sales of the ID. family. At present, the ID. family is an important product support for SAIC Volkswagen's electrification transformation. In 2022, the SAIC Volkswagen ID. family sold 74,000 units, and the total historical sales exceeded 100,000 units.

Therefore, while remaining as the manager of the ID model group, Xie Shiqi also served as the deputy manager of the newly established SAIC Volkswagen Volkswagen brand, which undoubtedly highlights SAIC Volkswagen's emphasis on electrification transformation and is also a full affirmation of Xie Shiqi's work performance in 2022.

With the rapid development of China's new energy vehicle market, major traditional car companies are accelerating their transformation. In 2023, SAIC Volkswagen will introduce the ID. family's first electric sedan, the ID. Aero, and further refines the marketing network of the ID. family. Fu Qiang once told the media that SAIC Volkswagen will continue to accelerate the layout of new energy city showroom ID. Store, upgrade the energy replenishment solution, to bring ID. users better marketing services and pure electric travel experience.

By the end of 2022, SAIC Volkswagen's new energy city showrooms have opened more than 200 ID.Store and landed in 88 cities across the country. According to the plan, the future ID. The number of stores in the store will reach 300.

▲ SAIC Volkswagen ID located in Taikoo Li, Chengdu. Store X

Source: Network

Since entering 2023, SAIC Volkswagen has undergone several rounds of personnel adjustments.

On February 20, SAIC Motor announced that due to work needs, Chen Xianzhang was transferred to the deputy chief economist and deputy director of the technical committee of SAIC, and no longer served as the general manager of SAIC Volkswagen. Jia Jianxu, former general manager of Yanfeng Automotive Trim Systems Co., Ltd., took over as general manager of SAIC Volkswagen.

A person from SAIC Volkswagen once told Caijingqiche (ID: caijingqiche): "The former general manager of our company was transferred to the group due to his age. ”

In mid-March, some media reported that Jia Mingdi, general manager of SAIC Audi's marketing business, was about to become deputy general manager of Shanghai Automotive Industry Sales Co., Ltd. Yang Siyao, former Party Secretary of SAIC Volkswagen Sales Company and Manager of SAIC Volkswagen Brand Marketing Division, will succeed Jia Mingdi as General Manager of SAIC Audi's marketing business.

For the change of manager of SAIC Audi, some industry observers believe that this may be caused by the sluggish sales since the establishment of SAIC Audi. According to the data of the risk volume, in 2022, the annual insurance volume of SAIC Audi will only be 6,143 vehicles, which is a huge gap from Jia Mingdi's previous target of monthly sales of 3,000 to 5,000 vehicles.

In order to promote sales growth, in early March 2023, SAIC Audi has started employee in-purchase activities, and the employee prices of its three products, A7L, Q6 and Q5 e-tron, have been reduced by 70,000 to 160,000 yuan compared with the official guidance price.

Although SAIC Audi sales are sluggish, Dr. Wen Zeyue, president of Audi China. Jürgen Unser) said it is working with SAIC Motor to agree on future development plans for SAIC Audi.

In Wen Zeyue's view, the establishment of a new joint venture is not easy and requires a certain amount of time to grow, which is a very normal phenomenon in the automotive industry, "In the process of implementing the plan, it will also be necessary to constantly adjust the plan due to various new situations." We are working with SAIC Motor Audi on its priorities for the future. ”

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Responsible Editor | Zhao Cheng

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