In the early morning of July 4, Zhao Changjiang, general manager of BYD BYD's sales division, posted an "open letter" on Weibo, confirming the news that he would soon take up his new position.
The day before, there was news from the outside world that according to BYD's rotation system: Zhao Changjiang was transferred from the general manager of the BYD Denza Sales Division to the general manager of the BYD Denza Fangchengbao direct sales division; Li Hui was transferred from the general manager of the BYD Denza Fangchengbao direct sales division to the general manager of the BYD Denza Sales Division, and the two swapped positions.
BYD has always had a rotation system, and analysts believe that such adjustments can empower different business segments through diversified management experience and further strengthen organizational vitality. However, there are also views from the outside that this job transfer is also due to the fact that the high-end development process of Denza has not met expectations.
In 2022, Zhao Changjiang took the lead in launching a strategic renewal for the BYD BYD brand. In his open letter, he stated that the three-year brand renewal has successfully completed the first two phases of goals, "not only achieving multiple blossoming in domestic and overseas markets, but also achieving double breakthroughs in brand and sales." However, judging from the current models of the BYD BYD brand, Zhao Changjiang has been under considerable pressure after the success of the BYD BYD D9. A series of subsequent models such as the BYD BYD N7, BYD BYD N8, and BYD BYD Z9/Z9 GT have been accused of "high opening and low closing upon launch", and have not achieved the established goals, resulting in the BYD BYD brand currently "unable to support itself".
Zhao Changjiang (left) and Li Hui (right)
BYD's sales target for 2024 was 200,000 units, and its actual sales volume was 126,000 units, with a completion rate of 63.02%; in 2023, its sales target was 150,000 units, and its actual sales volume was 127,800 units, with a completion rate of 84.6%.
It is reported that the new head coach of BYD, Li Hui, is also a veteran of BYD. He joined BYD in 2004 and has served as assistant to the general manager of BYD Auto Finance Co., Ltd. and general manager of BYD's rail business. In 2024, he became the general manager of the BYD Formula Leopard direct sales business unit.
This round of personnel adjustment is also the second major adjustment of BYD this year. In May this year, BYD's brand public relations department was incorporated into the group system and was managed by Li Yunfei. It is understood that BYD's sales target for 2025 is 300,000 vehicles. From January to June this year, the cumulative sales volume was about 79,000 vehicles, a year-on-year increase of 34%, but only 26% of the target was achieved in the first half of the year, and the sales pressure in the second half of the year is not small.
