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Our reporter Zhang Jiazhen reports from Wuhan

The factory gate of Dongfeng Peugeot Citroen Automobile Co., Ltd. Image source: Company official website

"Be confident, work hard, and promote the implementation of the strategic transformation of 'made in Dongfeng Peugeot Citroen and sold globally' with high quality." On the night of July 15, several heads of public relations, administration, marketing and other departments of Dongfeng Peugeot Citroen Automobile Co., Ltd. (hereinafter referred to as "Dongfeng Peugeot Citroen Company") forwarded a news about the company's personnel changes on social media, and they all posted this text in unison.

On the same day, Dongfeng Peugeot Citroen Automobile Company held a cadre announcement meeting and announced that Song Hanming would concurrently serve as the general manager of Dongfeng Peugeot Citroen Automobile Company. This also means that just four days after the former general manager Chen Bin was transferred to the position of member of the Standing Committee of the Party Committee and deputy general manager of China First Automobile Group Co., Ltd. on July 11, Dongfeng Peugeot Citroen Automobile Company welcomed a "new leader" to lead the company to overcome difficulties and forge ahead against the trend.

China Business News reporter learned in an interview that on July 10, Dongfeng Peugeot Citroen Automobile Co., Ltd. announced its "midterm exam" report card for the first half of this year: domestic terminal retail sales outperformed the general trend, overseas exports increased by 32% year-on-year, and strategic transformation is progressing steadily. However, Dongfeng Peugeot Citroen Automobile Co., Ltd. did not disclose specific sales data in domestic and foreign markets.

Facing a more "involuted" auto consumer market, Dongfeng Peugeot Citroen Automobile Co., Ltd. is meeting the challenges of the second half with an overall transformation strategy of "expanding externally and turning internally". According to relevant Dongfeng Peugeot Citroen Automobile Co., Ltd. officials, Dongfeng Peugeot Citroen Automobile Co., Ltd. established an international business department in the first half of this year to enhance the strategic position of its export business, and has achieved breakthroughs in 11 regional markets. In the domestic market, Dongfeng Peugeot Citroen Automobile Co., Ltd. is pressing the "accelerator" for its new energy transformation. Currently, three new energy vehicle models are being promoted, and the first new energy vehicle model will be officially put into production in 2025.

Taking over the transformation “baton”

July 15, Monday. According to industry insiders close to Dongfeng Peugeot Citroen Automobile Co., Ltd., the Dongfeng Peugeot Citroen Automobile Co., Ltd. announced the meeting late, after get off work. The official media platform of Dongfeng Peugeot Citroen Automobile Co., Ltd. also officially announced the candidate for the company's new general manager at 21:21 that evening.

At the meeting, Zheng Hongyi, head of the Organization Department of the Party Committee of Dongfeng Motor Corporation (hereinafter referred to as "Dongfeng"), announced the decision to adjust the leadership team of Dongfeng Peugeot Citroen Automobile Co., Ltd.: Song Hanming was recommended to concurrently serve as the general manager of Dongfeng Peugeot Citroen Automobile Co., Ltd.; Chen Bin will no longer serve as the general manager of Dongfeng Peugeot Citroen Automobile Co., Ltd. The appointment and removal of relevant positions shall be handled in accordance with relevant regulations.

Song Hanming, Party Secretary and General Manager of DPCA. Image source: DPCA official website

Zhang Zutong, member of the Dongfeng Motor Corporation's Party Committee, deputy general manager, and chairman of Shenlong Company, demanded at the meeting that the new leadership team should strengthen its sense of mission, give full play to the team's synergy, and promote the implementation of the "Shenlong manufactured and sold globally" strategic transformation with high quality; all cadres and employees should strengthen their confidence, unite and strive, continue to maintain the spirit of "everything for winning", and make every effort to achieve the annual operating goals.

It is worth noting that Zhang Zutong likened the position of General Manager of Dongfeng Peugeot Citroen Automobile Co., Ltd. to a "class leader" at the meeting, shouldering the important task of leading the Sino-French joint venture automobile company to transform under heavy pressure and break through the trend. "All cadres and employees of Dongfeng Peugeot Citroen Automobile Co., Ltd. should, under the leadership of the leadership team headed by Comrade Song Hanming, continue to carry forward the spirit of hard work, continue to maintain the tenacity to overcome difficulties, continue to muster the courage to fight tough battles, continue to strengthen the confidence to win battles, and work tirelessly for the development of Dongfeng Peugeot Citroen Automobile Co., Ltd." Zhang Zutong said.

It is understood that before taking up the post of General Manager of Dongfeng Peugeot Citroen Automobile Co., Ltd., Song Hanming served as Secretary of the Party Committee, Secretary of the Discipline Inspection Commission, and Chairman of the Labor Union of Dongfeng Peugeot Citroen Automobile Co., Ltd. Thus, at the critical moment of Dongfeng Peugeot Citroen Automobile Co., Ltd. overcoming difficulties and striving for transformation and development, Song Hanming has completed the "shouldering" of both the Party and government.

The reporter found that since graduating from university in July 1996 and joining Dongfeng Company's Business Planning Department as a comprehensive planner, Song Hanming has worked in Dongfeng for 28 years, of which 23 years were mainly engaged in the company's production and operation business. Specifically, he worked for Dongfeng Truck, Dongfeng Commercial Vehicle, Dongfeng Xinjiang Automobile, etc.

Since May 2021, Song Hanming has been transferred from Dongfeng Xinjiang Automobile's Party Committee Secretary, Discipline Inspection Committee Secretary, and Labor Union Chairman to Dongfeng Peugeot Citroen Automobile's Discipline Inspection Committee Secretary and Chief Compliance Officer, and has participated in Dongfeng Peugeot Citroen Automobile's revitalization and revival efforts. Two years later, at the Dongfeng Peugeot Citroen Automobile Company's cadre meeting held on April 9 this year, Song Hanming was promoted again to Dongfeng Peugeot Citroen Automobile Company's Party Committee Secretary and Discipline Inspection Committee Secretary, and Labor Union Chairman Candidate.

In just over three months since April 9, Song Hanming has taken over the baton of Party Secretary and General Manager of Shenlong Automobile Company from Chen Bin. In his statement, Song Hanming said that Shenlong Automobile Company is getting closer and closer to achieving the strategic transformation goals established by shareholders, and the responsibility is getting heavier. Together with the team members, he will unite and lead all cadres and employees to strengthen their confidence, continue to carry forward the bloodiness, wolf nature and tenacity of Shenlong people, work together to promote the high-quality implementation of Shenlong's strategic transformation.

Explore a way out of joint ventures

Just as Song Hanming said, as the helmsman of the Sino-French joint venture automobile company Dongfeng Peugeot Citroen Automobile Co., Ltd., the automobile market will be increasingly stormy and the responsibilities of managers will become increasingly heavier.

Chen Bin was appointed to the position at a critical moment when Dongfeng Peugeot Citroen Automobile Co., Ltd.'s sales were declining and it was in urgent need of revitalization. On September 2, 2020, Dongfeng Motor Corporation announced that after the company's party committee had studied and decided, Chen Bin would serve as assistant to the president of Dongfeng Motor Group Co., Ltd. and executive vice president and party secretary of Dongfeng Peugeot Citroen Automobile Co., Ltd. Half a month later, on September 17, Dongfeng Peugeot Citroen Automobile Co., Ltd. held a cadre meeting and announced that Chen Bin took over the position of general manager of Dongfeng Peugeot Citroen Automobile Co., Ltd. from French shareholder representative Massimo Roserba.

Chen Bin has been transferred to the position of member of the Standing Committee of the Party Committee and deputy general manager of China First Automobile Group Co., Ltd. Image source: Dongfeng Peugeot Citroen Automobile Co., Ltd. official website

At that time, Dongfeng Peugeot Citroen Automobile Co., Ltd. was in a critical period of "getting back on track". According to the "Yuan" revival plan released by Dongfeng Peugeot Citroen Automobile Co., Ltd. in 2019, it is divided into three stages: "cultivating the Yuan", "consolidating the Yuan" and "expanding the Yuan", which will be implemented in 2019, 2020-2021, and 2022-2025 respectively, striving to bring Dongfeng Peugeot Citroen Automobile Co., Ltd. back to the track of healthy development.

Changes also come from this. At the "2020 Dongfeng Peugeot Citroen Automobile Culture Festival" held on October 24, 2020, Chen Bin, who had just taken office as the Party Secretary and General Manager of Dongfeng Peugeot Citroen Automobile Company for more than a month, took the stage to announce the upgraded "Yuan+" plan and launched the "Five Hearts Guardian Action", upgrading the strategic actions to "more Chinese products", "more precise marketing", "more reliable services" and "more efficient operations".

Guided by the "customer-centric" concept, Dongfeng Peugeot Citroen Automobile Co., Ltd. has joined hands with its two French car brands, Dongfeng Citroen and Dongfeng Peugeot, to co-create product development with users from the aspects of product development, user experience, and brand building, and "play together" with car owners and fans.

After more than a year of hard work, Dongfeng Peugeot Citroen Automobile Co., Ltd.'s sales volume has rebounded. Statistics show that in 2021, Dongfeng Peugeot Citroen Automobile Co., Ltd.'s cumulative new car wholesale volume was 100,567 units, achieving the annual sales target of 100,000 units set at the beginning of the year, and an increase of 100.07% compared with the same period in 2020. In 2022, Dongfeng Peugeot Citroen Automobile Co., Ltd. achieved a cumulative sales volume of 127,000 units, achieving a year-on-year growth of about 30% against the background of an overall decline in sales of joint venture brands.

On February 10, 2023, at the "2023 Dongfeng Peugeot Citroen Automobile Culture Festival" with the theme of "A New Beginning with a Soulmate and a Heartfelt Relationship", Dongfeng Peugeot Citroen Automobile Co., Ltd. launched the 2.0 version of the "Five Hearts Protection Action" for users, and officially launched a new user brand - Zhiyin, to better establish a soulmate partnership with customers and promote the transformation of the entire value chain of Dongfeng Peugeot Citroen Automobile Co., Ltd.

As the domestic automobile industry is in the midst of an era of "involution" and change, Dongfeng Peugeot Citroen Automobile Co., Ltd.'s transformation is still ongoing. It is understood that in October 2023, Dongfeng Motor Corporation and STELLANTIS Group clarified the strategic arrangements for the future development of Dongfeng Peugeot Citroen Automobile Co., Ltd., supporting Dongfeng Peugeot Citroen Automobile Co., Ltd. to take "Dongfeng Peugeot Citroen Automobile Manufacturing and Global Sales" as its strategic transformation direction, build a new pattern, and create a new Dongfeng Peugeot Citroen Automobile Co., Ltd.

According to relevant persons in charge of DPCA, in the first half of this year, DPCA has made breakthrough progress in overseas markets, with cumulative exports increasing by 32% year-on-year. "The company has established an international business department to enhance the strategic position of export business, and quickly improve the system and mechanism, build an international and high-quality business team, and has achieved breakthroughs in 11 regional markets."

In the domestic market, Dongfeng Peugeot Citroen Automobile Co., Ltd. launched a series of brand marketing activities in the first half of this year, including "New Season for Friends", "A Tribute to the East from the Forbidden City to the Palace of Versailles", and "French Wednesday - Dongfeng Peugeot Citroen Friends Day". At the same time, it reached cooperation with JD Auto and Country Garden Services to fill the service gaps, expand the service network, reach user needs more efficiently and accurately, and enhance user service experience.

In addition, since the beginning of this year, Dongfeng Peugeot Citroen Automobile Co., Ltd. has also accelerated the digital transformation of its marketing and further strengthened the operation of the new media matrix. With a younger brand image and easy-to-interactive brand communication method, it has strengthened connections between customers and better conveyed the charm of the French automobile brand.

In terms of new energy vehicle transformation, DPCA is also actively integrating into Dongfeng Motor Corporation's new energy transformation strategy. According to the plan, Dongfeng Motor Corporation is making full use of the superior resources and production capacity of DPCA's global benchmark factory, giving play to the synergy of Dongfeng Motor Corporation's manufacturing resources, accelerating the rapid implementation of the new energy "leap action", and promoting DPCA to press the "accelerator" for new energy transformation.

At present, three new energy vehicle projects are underway, and the first new energy vehicle will be officially put into production in 2025.

As the representative of the Chinese shareholder, Zhang Zutong said at the announcement meeting of the Dongfeng Peugeot Citroen Automobile Company's executives: "The Group will continue to attach importance to and support the development of Dongfeng Peugeot Citroen Automobile Company. The leadership team of Dongfeng Peugeot Citroen Automobile Company must unswervingly implement the strategies of both shareholders, strengthen the coordination with Dongfeng's independent business sector, accelerate the transformation to electrification, and improve the construction of the overseas marketing system."

"Seize opportunities in crises and create new situations in changing circumstances. The 32-year journey has made Dongfeng Peugeot Citroen Automobile Company more respectful of the market, more committed to the essence, more understanding of customers, and more courageous in self-innovation, to explore a path that is in line with the joint venture car companies and its own sustainable development." Dongfeng Peugeot Citroen Automobile Company said that in the future, the company will return to the essence of manufacturing, carefully create conscientious products that truly meet customer needs, and provide ultimate services that touch customers.

(Editor: Shi Yingjing Reviewer: Tong Haihua Proofreader: Zhai Jun)