FAW Jiefang(SZ:000800) 第一商用车网·2025-07-20 10:59Core Viewpoint - The article discusses the significant leadership changes and marketing transformation at FAW Jiefang, emphasizing the urgent need to adapt to market challenges and enhance competitiveness in the commercial vehicle sector [1][4][6]. Group 1: Leadership Changes - On July 1, 2025, Yu Guangjiang was appointed as the General Manager and Party Secretary of the Marketing Headquarters, tasked with overseeing sales services, customer operations, channel development, and brand marketing [1]. - Yu's extensive experience in various roles within FAW Jiefang equips him to tackle the challenges posed by international market fluctuations and domestic economic pressures [1][4]. Group 2: Marketing Transformation - The marketing transformation is seen as a necessary evolution rather than a complete overhaul, building on previous reforms to enhance the marketing system [7]. - The transformation aims to address underperformance in sales, particularly in the medium and heavy truck segments, and to boost new energy vehicle sales [7][9]. Group 3: Organizational Restructuring - Within five days of his appointment, Yu initiated a comprehensive organizational restructuring, including a marketing transformation conference and the immediate deployment of 87 sales managers to the front lines [4][6]. - The new structure includes five major regions managed by headquarters members, enhancing coordination across marketing centers [7]. Group 4: Strategic Goals - The company has set an ambitious target of selling 300,000 vehicles for the year, focusing on maintaining leadership in traditional sales while accelerating exports and enhancing new energy vehicle sales [9]. - The strategy includes launching over 40 new models in the second half of the year, showcasing the company's commitment to innovation and market responsiveness [14][16]. Group 5: Product Development and Market Positioning - FAW Jiefang recently launched four new smart power products, achieving or exceeding industry-leading standards in key performance indicators, particularly in fuel and energy consumption [10]. - The establishment of a new company focused on after-market services aims to drive industry upgrades and create a comprehensive green service ecosystem [12].