(Yicai Global) April 3 -- Ever more executives with 'new car-making forces' are returning to conventional carmakers because these new energy vehicle players are encountering bottlenecks, industry insiders said.
'New car-making forces' refers to new and emerging carmakers which are mainly internet-based, such as Nio, Enovate Motors, Xiaopeng Motors Technology and Hozon Auto. Cars they produce are smart and internet-connected NEVs. New car forces have a new mindset and methods that many traditional carmakers lack. Conventional carmakers also produce NEVs, however, and talent from the new fringe will form a novel propeller of the design, manufacturing, marketing and services of their EV business, said Luo Lei, deputy secretary general of China Automobile Dealers Association.
Steven Zhao, vice president of the user center of Shanghai-based NEV maker Nio where he oversaw its expansion to optimize user benefit via experience stores from March 2017 to May, joined Great Wall Motor as general manager of its customer center at the end of last month, the auto maker confirmed to Yicai Global yesterday. He jumped ship because the Hebei province-based firm is pushing its electric vehicle business and will produce many new electric vehicle models this year, a firm insider said on condition of anonymity.
Recent new appointments in Hyundai Motor Group's Chinese companies also involve two executives from China's new auto forces. Kia Motors under Hyundai Motor has named Jochen Paesen as its vice president of Interior Design. Paesen had worked since 2016 at Nio, where he oversaw the interior design of the Nio EP9 and ES8 models. Beijing Hyundai Auto has appointed Xiang Dongping, co-founder and former chief marketing officer of Enovate Motors, as its deputy general manager and marketing director.
Deng Ling, former vice president of Marketing for the Hozon Auto marque of Zhejiang Hezhong New Energy Automobile, joined SAIC Maxus Automotive, and Chen Xi, Bordrin Motors' ex-vice president of marketing and sales, switched to Chery Automobile.
Editors: Xu Wei, Ben Armour