One year and two months after the acquisition of Nanjing Auto, it took only four months to complete the layout of executive personnel. SAIC conducted the first major adjustment of the internal structure of the company to Nanjing Auto Iveco (hereinafter referred to as “Nanweikeâ€).
The Iveco sales company internally issued a document: The company will set up a sales management department and a second department, which will be responsible for the marketing of Yuejin and Iveco brands respectively. Prior to this, Yuejin and Iveco were under the unified responsibility of the Marketing Department of South Weike Sales Company. Yuejin and Iveco's procurement and quality control are also separated.
The above adjustment is a formal implementation of the dual-brand strategy in the commercial vehicle sector after SAIC Motor Co. has adopted a dual-brand strategy. The Nanweike light truck is not only a supplement to SAIC's commercial vehicle business, but also an important support for SAIC's overseas strategy. In 2009, the goal of Nanjing Iveco's domestic market was to maintain growth, of which the Iveco brand had a target of 25,000 vehicles, an increase of 12.5%, and a leap of 52,000 vehicles, an increase of 10.1%. Stimulated by the good news of the country’s basic investment policy of RMB 4 trillion, such growth figures are not radical, but as a four-month period from SAIC’s transfer to general manager of South Weike’s sales company, Fu Liguo needs to adjust rapidly internally. Realizing this goal still faces major challenges.
The purpose of setting up the Sales Management Department is to introduce the multi-brand management model used by SAIC in other joint ventures and independent brand companies, adopt the minister (director) responsibility system, and position different brands in their respective markets, positioning, and marketing strategies. Different strategies and are directly responsible for the terminal sales of the product. However, there are not many experienced commercial vehicle talents in SAIC, and several major competitors such as Beiqi Futian, Jianghuai and Fujian Daimler commercial vehicle projects require large numbers of commercial vehicle talents to enter, which inevitably will give South Vicki’s Personnel stability brings new challenges.
In fact, before this, in the process of integrating Nanjing Automobile, this situation has been repeated many times: Wang Hongxi, former chairman of the former Nanqi UK company, Zhang Xin, former general manager of Nanqi MG, and Wang Qiujing, former president of the Nanjing Automotive Engineering Research Institute, etc. Leave one after another. They have different reasons for leaving, but one thing is that they are not unrelated to SAIC's integration. In respect of passenger vehicles, the implementation of the Roewe MG dual-brand strategy; commercial vehicle, to promote the leap forward Iveco dual-brand strategy - "four-legged walk" SAIC how to maintain a certain degree of speed coordination will be the key to the success of these strategies.
View related topics: SAIC commercial vehicle expansion
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