Two executives left in two months, can frequent changes of defense save Haval?

Less than January 2024 has passed, and Great Wall has another executive, this time Qiao Xinyu, executive vice president of marketing at Haval.

Lei Feng broke the news that Qiao Xinyu, executive vice president of Haval marketing, has left his post and his whereabouts are unknown. His personal Weibo account has not been updated for more than a month, and the position of vice president of Haval in his Weibo profile and the Golden V certification have also been cancelled.

However, this time it seems that it is not a voluntary resignation, but because of structural adjustments.

According to the data, Qiao Xinyu joined Great Wall in September 2018 and served as CMO, deputy general manager, and director of product planning department of Wei brand. In January 2023, he was transferred to Haval as Executive Vice President of Marketing at Haval, a position he has held for less than a year.

Prior to joining Great Wall Motors, Qiao Xinyu served as the head of sales at Beijing Benz Automobile Co., Ltd., as well as the marketing manager, regional marketing head and senior brand manager of Volkswagen China Phaeton. He is a professional manager with more than 10 years of experience.

However, whether it is the tenure of Wei or Haval, Qiao Xinyu does not seem to have been able to bring essential changes to the Great Wall product system.

During the tenure of the Wei brand, Qiao Xinyu successively experienced the suspension of production of VV5, VV7, Macchiato and other models, and the sales of the Wei brand developed from 100,000 units in 2019 to 36,000 units in 2022.

In any given year, Haval sold 715,000 units in 2023, a year-on-year increase of 16.0%. Among them, Haval New Energy sold 77,461 vehicles throughout the year, a year-on-year increase of 648.56%. It seems that the sales volume is okay, but only 490,000 units have been sold in the domestic market, and the shrinkage is difficult to curb for three consecutive years. Especially in the new energy sector, there was no sales directly after the launch of the Haval Thunder Dragon, and the Thunder Max, which had high hopes, also went all the way down, thinking that it could become a strong rival of Song PLUS, but it never thought that it would collapse rapidly from 6,000 monthly sales to 1,000 monthly sales.

The second-generation big dog PHEV and H6 new energy have also basically released one and collapsed. At present, the Raptors model, which has only been on the market for three months, has maintained a monthly sales level of more than 5,000 units.

It is the so-called iron Great Wall, a professional manager of flowing water. Now Wei Jianjun has personally sat in the Haval Dragon network, acting as a project manager to supervise the key matters such as resource coordination, model trial production, and listing, but it has not brought qualitative changes to the Haval brand.

Moreover, the aforementioned report also pointed out that in the first half of 2023, the decision-maker of the Haval brand is actually Mu Feng, the rotating president of Great Wall, and Qiao Xinyu will assist in the decision-making.

Therefore, in front of the chaotic product line of the Great Wall, Qiao Xinyu standing in front of the stage is just a migrant worker under the command of others.

It is worth mentioning that Li Xiaorui, the general manager of Haval, who left in December, was revealed to have joined Xiaomi after leaving Great Wall Motors. At the moment when the new forces are booming, Qiao Xinyu, who jumped out of the Great Wall, may be able to become the sweetheart of the new power car companies.