VW Mass Adjusts Import Rights of Executives in China

Yesterday (April 9th), Volkswagen Group (China) (hereinafter referred to as Volkswagen China) announced the appointment of eight senior executives. Among them, including the marketing business executives of Volkswagen China sales and marketing executives, Volkswagen (China) chief marketing director, etc., also includes the return of Hu Bo and other public "old generals." Of particular concern is that the eight executives also included a deputy general manager of FAW-Volkswagen Sales who was “airborne” from Volkswagen's headquarters in Germany.

It is reported that although the senior management level adjustment is based on the integration of imported vehicle resources, the brand management structure of Volkswagen Automotive in Huaxin has already begun to present a model, namely, the vertical total reported by the general manager of each brand to the general manager of the imported vehicle at the operational level. The managerial system, at the business level, forms the system where the chief marketing director directly manages the level with the various brand marketing directors.

Su Weiming, Executive Vice President of Volkswagen China Field and Sales, stated that Volkswagen has been operating in this market in other markets. Resource integration is conducive to unified management, and efficiency is improved while reducing group costs. In this regard, the automotive industry analyst Jia Xinguang told the "Daily Economic News" reporter, "Uniformly coordinating resources and saving management costs are on the one hand, and more importantly, Volkswagen China can gain more profits through revenue."

Marketing executives shuffled It is reported that the adjustment of the management team involved a total of eight new appointments of senior managers. Among them, the post adjustment for the Volkswagen Group China headquarters involved three items, namely, the sales and marketing executive director of Volkswagen (China), chief marketing director of Volkswagen Group (China), and director of brand marketing of Volkswagen China Volkswagen.

In addition, there are four personnel appointments that are all directed at Su Weiming’s drastic restructuring of the Volkswagen import car business. They are the general manager of VWIC (China) Sales Co., Ltd. (abbreviated as “VWIC”) and each General manager of imported car brands, including general manager of Volkswagen brand imported cars, general manager of Bentley Greater China and general manager of SEAT brand Greater China.

In terms of joint ventures, Stephan Wllenstein, the current head of marketing strategy for Volkswagen Group, will “airborne” directly from Germany and will assume the position of Executive Deputy General Manager of FAW-Volkswagen Sales Co., Ltd. on June 1. .

In this regard, Su Weiming told reporters: "The Volkswagen Group's business continues to grow and develop. We must appoint the best talent to enrich the management team. The appointment of these senior management personnel is yet another latest step in our commitment to serving our Chinese customers. ”

In fact, Su Weiming has a long history of reorganization of the mass-imported car plates. From the integration of the import car business to the control of the North-South Volkswagen JV through the introduction of vehicle models, the public's right to receive sales channels has been continuously advancing. However, due to the strong position of the two partners of FAW and SAIC, VW’s channel gains in the Chinese market have not shown significant results.

Imported Car Business Receiving Rights and then Selling In order to boost channel revenue, VW's brand organization structure in China has taken the lead in starting with the import car business segment.

In November last year, "Volkswagen Imported Vehicle Sales Co., Ltd." was renamed "Volkswagen Group (China) Automobile Sales Company". Subsequently, Bentley's agency rights were collected by Volkswagen Group (China) Automobile Sales Company. This is considered to be the prelude of a new round of "power-up movements" launched by Volkswagen China in China.

According to the reporter of “Daily Economic News”, since Bentley officially entered the Chinese market in 2002, DCH of Hong Kong received the exclusive distributorship rights, product import rights, spare parts deployment rights and brands of Bentley in the mainland and Hong Kong. Promotion rights. Until June 3, 2009, Bentley also signed an importer agreement for the next five years with Shanghai Bentley Automobile Sales Co., Ltd., a subsidiary of the DCH Holdings Group. Bentley China is responsible for Bentley's development in the mainland market. As of 2011, 4 of Bentley's 18 dealers in China are owned by Hong Kong DCH, and sales accounted for one-third of Bentley's total sales in China. In addition to car sales and leasing business, DCH also plans to start Bentley's used car business and revitalize the entire value chain in the circulation.

At present, Volkswagen Group has eight imported passenger car brands, including Lamborghini, Bugatti, Bentley, Porsche, Volkswagen, Audi, Skoda and Seat. According to Volkswagen China's assumption, except for Audi, the general agent of the imported car brands in the Chinese market will be attributed to them. It is worth noting that the newly appointed major brand executives will also report to Su Weiming.

As the highest executive of this strategy, Su Weiming believes that “such changes will facilitate the unified management of all imported models, including the wholesale of models. In the future, each brand will have its own general manager who will report to the general manager of the group. The terminal sales channels are still independent, and they do not sell these imported cars through a single exhibition hall. Instead, they are managed in a wholesale manner from the perspective of wholesale.

Some analysts believe that last year Volkswagen Group sold more than 2 million vehicles in the Chinese market. With the advantages of the Chinese market, Volkswagen surpassed Toyota to become the second largest automotive group in the world. This year's major adjustment of the Volkswagen China executive team will undoubtedly be more conducive to the development of the Volkswagen Group in the Chinese market.