AutoBeta(AutoBeta.net)04/01 Report--

On April 1st, Ford China announced that Jia Mingyi would succeed Zhu Meijun as president of Lincoln China and report to Mr. Wu Shengbo, president and CEO of Ford China and Dianne Craig, global president of Lincoln. Zhu Meijun, president of Lincoln China, will officially retire on May 1. In the coming month, Zhu Meijun will report to Wu Shengbo as a senior consultant and assist in the smooth transition of the work.

According to Ford China, Zhu Meijun has worked at Ford for 28 years, and previously served as executive vice president of Lincoln China, vice president of marketing and sales director of Changan Ford's national sales and service agency. mainly responsible for Lincoln brand in China sales, after-sales service and network development and other business. In September 2022, Ford China announced that Zhu Meijun would succeed Mao Jingbo as president of Lincoln China, reporting to Chen Anning, president and CEO of Ford China, and Fan Zhaoyi (喜悦 Falotico, global president of Lincoln). Ford China said, "I would like to thank Zhu Meijun for his outstanding contribution to the business development of Ford in China and the Asia-Pacific region, as well as the Lincoln brand in China over the past 28 years."

His successor, Jia Ming dysprosium, is a "native" steam man who has been in the SAIC department for more than 26 years. It is understood that Jia Ming dysprosium joined SAIC Volkswagen in 1998, was born in 2010 as SAIC Volkswagen sales and Marketing Executive General Manager and SAIC Volkswagen sales Co., Ltd., and became General Manager of Audi Brand Division in 2018. When Jia Mingyi was in charge of SAIC Volkswagen, SAIC Volkswagen sales rose from 1.15 million in 2011 to 2.06 million in 2018, topping the passenger car market for four years in a row. However, starting from 2019, with the outbreak of the collision test incident in Passat and the upward breakthrough of domestic independent brands, Jia Mingdai's career at SAIC began to change.

In 2021, SAIC Audi finally landed, Jia Ming dysprosium transferred to SAIC Volkswagen Audi sales Division Executive Deputy General Manager, and strive to lead Audi to start again. However, the development of SAIC Audi brand has not been smooth, with sales of its first model, the A7L, not as expected after its launch, with sales of 3801 vehicles in 2022 and 20239 in 2023, followed by mass production of Q5 e-tron and Q6. In March 2023, Yang Siyao, then secretary of the party committee of SAIC-Volkswagen sales Co., Ltd and executive director of SAIC-Volkswagen brand marketing department, took over from Jia Mingdhi in Audi. Since then, Jia Mingdai began to "lose his voice" in the market. internal rumors that he was suspended without real power, or job-hopping to find a new way out.

Returning to Lincoln China, how to lead Lincoln to the right track in the Chinese market will be the main task for Jia Mingdai in the future. As a luxury brand of Ford, Lincoln started the process of localization in 2020, successively domestic adventurers, aviators, navigators, and launched the first car Lincoln Z. after the domestic Lincoln sales increased by leaps and bounds, Lincoln came to the fore in the second-tier luxury brands and won the favor of many consumers with excellent sales performance and brand image. In 2021, Lincoln sold more than 90,000 vehicles in China, surpassing the United States to become the brand's largest seller. Then, with the change of the market environment and the rise of competitors, Lincoln's product and brand advantages have been continuously weakened. at the same time, the layout of the electric vehicle market lags behind, and there is a lack of timely response and effective adjustment to the market changes. it gradually loses its advantage in the competition.

In the face of such a situation, Lincoln's future prospects have attracted much attention. How to find his own position and advantage in the market competition has become an important issue in front of Lincoln's new leaders. If Lincoln wants to rise again in the Chinese market, he must comprehensively enhance the strength of products, brands and services, keep pace with the times, innovate constantly, and win the trust and support of consumers. With the acceleration of the electrified and intelligent process of China's automobile industry, Lincoln will also usher in a more severe challenge in the electrified era, which lacks sufficient competitiveness compared with its competitors. Whether Lincoln can replicate the achievements of the fuel car era will also be the proposition of the times left to his successor Jia Mingdai.

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