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Personnel change! Yu Fei returned to the east wind

2024-03-03 Update From: AutoBeta autobeta NAV: AutoBeta > News >


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According to Dongfeng insiders, Yu Fei will become the general manager of the e π division of Dongfeng passenger car sales company and report to Chen Hao, deputy general manager of Dongfeng company.

According to the data, Yu Fei was born in 1985 and graduated from Wuhan University of Technology in 2009. since then, he has worked in the automotive industry for more than 4 years, and has successively served as Jiangling Automobile sales Manager, pickup Brand Manager and other positions. In May 2019, Yu Fei joined Great Wall Motor as commodity planning director; in October 2019, he served as deputy general manager of Euler brand; in July 2020, he became general manager of Euler brand marketing; in October 2011, he became general manager of WEY brand car brand.


In July 2022, Yu Fei "transferred to Dongfeng Group", joining Lantu Automobile as Chief Brand Officer (CBO). Judging from his work experience, Yu Fei has a lot of experience in the automotive field, of which the most brilliant achievement should be during his tenure as General Manager of Euler Brand Marketing. According to reports, Yu Fei participated almost all the time in this position.

In May this year, Lanfeng Automobile issued a notice of personnel appointment and dismissal. Yu Fei, sales general manager of Lantu Automobile Technology Co., Ltd., resigned, and Shao Mingfeng, assistant to Lantu Automobile General Manager, temporarily took the post of sales general manager. At the same time, he also adjusted the general supervisor level management posts in marketing and other fields.

Dongfeng Automobile Group Co., Ltd. (hereinafter referred to as "Dongfeng Automobile") also carried out comprehensive brand integration in the middle of last month. Dongfeng Motor announced the launch of Dongfeng passenger car new energy strategy and made major management system adjustments to the new energy cause of independent passenger vehicles. After the adjustment, Dongfeng Motor will integrate the management of Dongfeng Fengshen, Dongfeng e π and Dongfeng Nano. In short, Dongfeng Fengshen, Dongfeng e π and Dongfeng Nano will no longer fight on their own, and the headquarters will directly operate independent passenger cars.


Among them, Dongfeng Fengshen will accelerate the transformation from a fuel vehicle to an energy-efficient vehicle, and Shi Jianxing will be the general manager of Dongfeng Fengshen; Dongfeng e π will position itself as an electric brand oriented to the mainstream market; Dongfeng Nano will launch on August 23, and Dongfeng Nano will focus on the small electric car market, and Chen Meng will be the general manager of Dongfeng Nano. With Yu Fei joining Dongfeng e π this time, the marketing leaders of the three sub-brands of Dongfeng passenger car have all been seated.

This year is the key year for Dongfeng Motor to implement the "three-year Action of Transformation and upgrading". For this reason, Dongfeng Motor has also accelerated its new energy strategy. according to the plan, by 2024, Dongfeng's main independent brands will be 100% electrified; by 2025, the annual sales of its independent brands and joint venture brands will reach 2 million each, when independent brand new energy vehicles account for 50% of independent brands and 70% of independent passenger car brands.

In fact, Dongfeng Motor's new energy transformation is not too late, but its sales performance in the new energy vehicle terminal is not good. Data show that Dongfeng Motor sold a total of 470000 new energy vehicles in 2022, but most of the sales came from lower-priced ride-hailing cars. After entering 2023, due to the continuous decline in the joint venture non-luxury brand market, Dongfeng Motor sales continued to be under pressure. in the first half of this year, Dongfeng Automobile Group Co., Ltd. accumulated sales of 945500 vehicles, down 23.4% from the same period last year, subdivided into new energy brands. In the first half of the year, the cumulative sales of Lantu cars increased by 118.54% to 15000 vehicles compared with the same period last year, and easet New Energy increased by 35.47% to 50200 vehicles year on year. Although Lantu Automobile has greatly increased compared with the same period last year, it is still a far cry from the current mainstream car-building new forces in the car market, while Egett New Energy is mainly facing overseas markets.


After a series of adjustments, Dongfeng Motor has formed "Dongfeng" brand, "Lantu" brand and "fierce" brand in the field of independent passenger cars. These three major brands will face the mainstream market, high-end new energy market and luxury electric off-road market respectively. As for whether Dongfeng Motor can get a piece of the pie in the new energy market at that time, we will wait for the test of time.

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