Core Viewpoint - The departure of Zhao Changjiang, a key executive at BYD, marks a significant shift in the company's high-end brand strategy, particularly for the Tengshi brand, which has seen both growth and challenges during his tenure [1][2][3]. Group 1: Zhao Changjiang's Career at BYD - Zhao Changjiang joined BYD in 2009 as a regional sales manager and rose through the ranks to become the youngest sales company general manager in BYD's history at the age of 31 in 2017 [2]. - He played a crucial role in establishing the high-end foundation for the "Han" and "Tang" series, which were pivotal in BYD's entry into the market above 200,000 yuan [2]. Group 2: Challenges Faced by Tengshi - In 2021, Zhao was appointed as the general manager of Tengshi, which was struggling with low sales and brand recognition, having sold only 4,783 units that year [3][4]. - Under his leadership, Tengshi underwent significant brand, product, and operational transformations, including the launch of the Tengshi D9, which disrupted the market previously dominated by the Buick GL8 [4]. Group 3: Performance and Market Position - The Tengshi D9 achieved cumulative sales of over 250,000 units, raising the brand's average selling price from 250,000 yuan to 380,000 yuan [4]. - Despite these successes, the brand faced structural challenges, with the D9 accounting for 75% of Tengshi's sales, indicating a lack of product diversity [4][7]. - Tengshi's sales in the first three quarters of 2025 reached 108,800 units, trailing behind the Fangchengbao brand's 113,100 units, but significantly outperforming the Yangwang brand [9]. Group 4: Future Outlook - The market for new energy MPVs is expected to grow, with Tengshi D9 holding a 32% market share in the 300,000 to 500,000 yuan segment [10]. - However, the introduction of new models like the Tengshi N7 and Z9 series has faced challenges, with significant drops in sales for these vehicles, highlighting the need for a more robust product lineup [8].