赵长江离职，比亚迪还在重新理解 “高端化”

Core Viewpoint - The departure of Zhao Changjiang, former general manager of BYD's Tengshi brand, raises questions about the brand's future direction and the challenges it faces in maintaining momentum after the success of the D9 model [3][5]. Group 1: Leadership Changes - Zhao Changjiang announced his departure from BYD on October 24, 2023, after being reassigned from the sales division to oversee direct sales for Tengshi and Fangchengbao [3]. - He has been with BYD since 2009 and played a significant role in the sales strategy, particularly noted for leading the D9 model to success in the MPV market [3][5]. Group 2: Sales Performance - Tengshi's cumulative sales reached 116,000 units in the first nine months of the year, marking a year-on-year increase of 28.2%, with average monthly sales around 10,000 units, which is below earlier projections [5][6]. - The D9 remains Tengshi's best-selling model, with stable monthly sales between 8,000 and 10,000 units, but subsequent models have struggled to replicate this success [5][6]. Group 3: Brand Strategy and Development - BYD has positioned Tengshi as a key player in balancing sales and brand presence in the high-end market, alongside its other brands like Fangchengbao and Yangwang [5][6]. - The company has established brand research institutes for its various brands to enhance product planning and management, although the fundamental engineering-driven product development logic remains unchanged [6][7]. Group 4: Market Challenges and Future Directions - The shift in market dynamics, with the mainstream market nearing saturation, places pressure on high-end brands to innovate and enhance brand image, limiting their room for error [7]. - BYD is adjusting its product development approach by empowering product departments to lead innovation, moving away from a purely engineering-driven mindset [7].