Since this year, Toyota, Ford China, SAIC Volkswagen, Great Wall Motors, Xiaopeng Motors and other auto companies have successively started personnel adjustments... They have overcome the impact of the epidemic and survived the supply chain crisis and other difficult times. Facing the tide of the century of electric and intelligent transformation, the auto companies have not been able to relax, hoping to cope with new changes in the market through personnel adjustments.

　　According to Yang Xiaolin, co-founder and editor-in-chief of Car One Media, the current round of car companies' handsome change is mainly divided into several categories: "first, the transformation is too slow, such as Toyota; second, the transformation is too urgent, such as Great Wall Motors; third, the normal transition, such as Ford China and SAIC Volkswagen."

　　In the era of great changes in the industry, the senior managers of automobile enterprises always attract special attention, "For an industry giant like Toyota, it may not be easy to change the position of head. In fact, Akio Toyoda has not quit the management, and is not completely handed over to the person in charge of Lexus, Hideki Sato. Of course, in the face of the transformation of global market electrification, especially in the Chinese market, it is beyond doubt that Toyota has not made a forward-looking layout." Pei Dajun, the chief editor of "Pei Chat in the Car Market&Military Car Shop", said meaningfully.

　　Pei Dajun, editor-in-chief of Pei Chat in Car Market

　　Huang Chunmian, executive editor of China Economic Network Auto Channel, also said that Akio Toyoda is still the chief product officer of Toyota Motor, and still has the right to speak in terms of products. "The transformation of Toyota and other traditional giants must be slow, and the change of manager has little impact on the overall strategy. It is more symbolic to let younger managers stand in front of the stage, and convey a determination and signal of change to the outside world."

　　He further said that at the end of 2021, Toyota had released 15 new electric vehicles at one go, which showed that its technology transformation ability was very strong; The volume and performance of the Volkswagen ID. series are also outstanding. Although their current input and output are relatively low, in the long run, traditional brands rely on the advantages of mature production, R&D and supply chain systems, and the transformation speed will be faster and faster.

　　Huang Chunmian, Executive Editor of China Economic Network Auto Channel

　　Great Wall also lacks electric products in the past two years. Pei Dajun said that Great Wall Motors faces huge market and sales pressure after its rapid development, and its multi-brand strategy has also caused internal consumption and involution of products. "In recent years, Great Wall Motors has rushed to buy too many products in a desperate manner. It wants to occupy the market quickly, but it is not quick. Great Wall Motors should focus its resources on core effective products suitable for the market."

　　From a more macro perspective, the current Chinese car market has entered the stock market. From taking incremental bonus to zero-sum game, the competitive pressure of car companies has increased sharply, "However, the era of relying on star professional managers to change the fate of enterprises is gone. With the continuous maturity of the market and the improvement of consumer awareness, consumers' requirements for products are not simply 'yes or no', but 'good or better'."

　　Yang Xiaolin, co-founder and chief editor of Cheyi Media

　　Yang Xiaolin also expressed a similar view. Taking Wang Fengying's joining Xiaopeng Automobile as an example, Yang Xiaolin believes that Xiaopeng Automobile does have major problems in team and operation, resulting in the performance of new products that are less than expected, and needs people who are more familiar with the market and products to operate. However, what can be changed by changing the manager is more the back end of the business chain, namely sales and market operation. To fundamentally reverse, we need to have insight into user needs, make products right and well, and uniformly adjust user operations, sales policies, production capacity and other factors.

　　"The automobile industry is more product-oriented, and the sales and operation sectors are relatively secondary. The quality of a car has been determined in the early stage of market research, research and development, design and procurement. If a product has problems, sales and operation can only make up 30% - 40%." Yang Xiaolin said.

　　In this regard, Pei Dajun agreed, "In the face of electric transformation, enterprises should change their product owners and product managers. The thinking of electric transformation is completely different from that of fuel vehicles. The annual iteration changes greatly. It needs the product owners to drive the system to co-evolve, and it is the first to produce products that are more suitable for the market."