昊铂、传祺新增CMO？广汽营销体系持续调整 冯兴亚：公司已全面进入“战时状态”

Core Viewpoint - GAC Group has appointed two new Chief Marketing Officers (CMOs) for its brands, GAC Trumpchi and Haobo, indicating a strategic shift towards professionalized marketing management and a focus on transitioning to new energy and intelligent vehicles [1][2][4] Group 1: New Appointments - The new CMOs, Ao Zhi Yi and Yin Shuang, are external hires with backgrounds in marketing from companies like Huawei, Xiaopeng Motors, and Extreme Yuedong [2][4] - Their recruitment is believed to be influenced by consultant Peng Gang, who has experience with various automotive companies [1][2] Group 2: Marketing System Adjustment - The establishment of dedicated CMO positions aims to inject professional and systematic management into GAC's marketing framework, allowing existing marketing personnel to focus more on market expansion [4] - GAC Group has initiated a comprehensive restructuring of its marketing system, which includes the formation of a new marketing department responsible for major client operations and the integration of marketing efforts across its brands [5][6] Group 3: Strategic Transformation - GAC Group is undergoing significant reforms, including management model changes, R&D restructuring, and marketing integration, as part of its "Panyu Action" plan set to begin in late 2024 [6] - The chairman has emphasized the urgency of addressing user needs, product value, and service experience as critical battles for the company's future [6] Group 4: Financial Performance - GAC Group has projected a substantial net loss for the first half of 2025, estimating a loss between 1.82 billion to 2.6 billion yuan, compared to a net profit of 1.516 billion yuan in the same period of 2024 [6][9] - The company attributes its poor performance to unsuccessful product launches, particularly in the new energy vehicle segment, and acknowledges past misjudgments regarding consumer concerns over range anxiety [9]