At that time, the Japanese cars launched a fierce attack on the top spot in the Chinese auto market. "Frustration" is the most profound feeling of Volkswagen at this time. But for Hyundai, which is still in the second echelon with the US, the chill that has been felt in successive years of market downturn is equally bitter. Especially when the brand image reconstruction, product matrix renewal and other measures have not been effective, the time left for Hyundai's reflection is really tightened.

　　Under such a premise, what else can Hyundai Motor do? This is a topic that the market throws at it, simple but deafening. When the results of several rectifications on the product side are very limited, high-level changes have become another way for Hyundai to actively respond to the downward trend of the Chinese market.

　　Since the beginning of this year, the successive resignations of senior Chinese leaders of Hyundai (China) Xiang Dongping, Li Feng, and Li Hongpeng are obvious to all. When Fan Jingtao, deputy general manager of Beijing Hyundai, can be transferred to BAIC New Energy to cut off the business of Beijing Hyundai, I think that Hyundai's determination to reorganize its business in China has reached an extremely firm stage.

　　No, just a few days after Li Hongpeng officially announced that he would leave Hyundai (China) and join Wanda Group, Hyundai Motor Group announced new high-level personnel appointments in China. It is reported that Mr. Li Hexuan, vice president of Hyundai Motor Group China, will take over from Li Guangguo on January 1 next year as President of Hyundai Motor Group (China), and will be fully responsible for the operation and management of Hyundai Motor Group (China) Investment Co., Ltd.

　　You should know that on October 31, 2019, according to Hyundai Motor Group’s public announcement, Lee Guangguo, then the head of Hyundai Motor’s Korea Business Headquarters and vice president, was promoted to President and was responsible for coordinating the overall affairs of Hyundai-Kia Motors’ China Business Headquarters. In other words, regardless of whether Li Guangguo has improved Hyundai's business in China in the past two years, the anxiety that Hyundai Motor has shown at this time is extremely obvious.

　　Reading Li Hechun’s resume, he graduated from the School of Economics and Management of Jilin University, and successively obtained an EMBA from Peking University and a doctorate degree from Renmin University of China. Director of Hyundai Motor Co., Ltd. Management Support Office, Executive Deputy General Manager of Hyundai Motor (China) Investment Co., Ltd., Vice President of Hyundai Motor Group China, Chief Government Affairs Officer, Chief Strategy Officer, and Hyundai Hydrogen Fuel Cell System (Guangzhou) Co., Ltd. Company chairman and other positions.

　　Not to mention anything else, compared with Li Guangguo’s understanding of the Chinese market, Li Hekyu’s “China Master” coordinating the future development of Hyundai Motor in China can still convince outsiders. However, from the established goals set by Hyundai (China) for previous senior executives, whether Li Hexu can turn Hyundai Motor over in the next two years will determine how long he can stay in his current position.

　　Looking back at Hyundai's performance in the Chinese market over the past year, from Beijing Hyundai and Yueda Kia, to the restarted import Hyundai business, and even Genises, which entered China for the first time, the lack of sales is only on the surface. The decline of its brand level has already cast a haze on Hyundai Motor's subsequent development. Then, Li Hexun, who was ordered in the face of danger, will have extremely heavy tasks on his back.