CHANGAN AUTOMOBILE-B(SZ:000625) 3 6 Ke·2025-09-05 11:56Core Viewpoint - The recent appointment of Jiang Hairong, former CMO of Honor, as CEO of Deep Blue Automotive under Changan Automobile highlights a strategic move to enhance marketing capabilities within the company, which has faced challenges in effectively communicating its product advantages [2][11][17]. Group 1: Jiang Hairong's Background and Experience - Jiang Hairong has a long history in the tech industry, having joined Huawei in 2005 and later becoming a key figure in Honor's marketing strategy, significantly boosting the brand's presence in international markets [5][11]. - Under his leadership, Honor achieved remarkable sales milestones, including breaking sales records for the Honor X50 smartphone, which sold over 10 million units by May 2024 [8][11]. Group 2: Deep Blue Automotive's Current Situation - Deep Blue Automotive, a subsidiary of Changan Automobile, has launched six models priced between 150,000 to 350,000 yuan, targeting young consumers [12]. - The brand has seen a significant year-on-year sales increase of 64.6%, with a total of 198,640 vehicles sold this year, although it has only achieved 39% of its 2025 sales target of 500,000 units [12][13]. Group 3: Marketing Challenges - Deep Blue Automotive has struggled with marketing, as highlighted by former CEO Deng Chenghao, who noted that the team is heavily focused on R&D, with marketing efforts only being systematically developed since 2022 [13]. - The company has faced public relations issues, including two apologies in May for controversial marketing practices, indicating a need for improved customer engagement strategies [14]. Group 4: Future Implications - Jiang Hairong's expertise in brand positioning and storytelling is expected to address the current marketing deficiencies at Deep Blue Automotive, potentially leading to more effective communication of product advantages [17].