In the automotive industry, Hongqi has long been associated with high-end vehicles. As a flagship brand of FAW Group, it once symbolized national pride and prestige. However, in recent years, its momentum has slowed, and public expectations have begun to wane. In response, FAW has initiated a series of sweeping personnel reforms, signaling a major shift in strategy. According to reports, over 8,000 employees are expected to be replaced within a single week, marking one of the most significant internal transformations in the company’s history. On September 25th, FAW Group, which has been undergoing frequent restructuring, announced new leadership changes. Xu Liuping, a key figure in FAW's transformation, is bringing in experienced talent from Changan Suzuki. Kuang Jinwen, who previously served as deputy general manager at Changan Suzuki, will now take on the role of assistant general manager at FAW Group and head of Hongqi Marketing Service. Sources close to Kuang confirm that his WeChat profile picture has been updated to the iconic red flag logo, hinting at his new responsibilities. At the same time, Dong Haiyang, formerly president of BAIC International, will also join FAW Group as an assistant to the general manager, focusing on FAW New Energy and Intelligent Networking initiatives. While both FAW and Changan Suzuki have not provided detailed explanations, FAW stated that it is deepening its personnel system reform and implementing full-time competition. For now, specific details about top-level appointments remain undisclosed. Industry analyst Zhong Shi notes that FAW’s current personnel overhaul is drastic and necessary. “Xu Liuping is bringing in proven expertise from Changan to revitalize FAW,” he said. “This is a bold move aimed at turning around the struggling brand.” Kuang Jinwen, known as the “firefighting captain,” has a strong background in the automotive sector, particularly in sales, marketing, and customer service. His previous success at Changan Mazda and Changan Suzuki—where he helped boost sales and brand recognition—has made him a valuable asset for FAW. His ability to reposition brands and drive growth aligns well with the needs of Hongqi, which requires a clear and modern identity. Meanwhile, Dong Haiyang’s return to FAW brings fresh energy and experience. Having worked across various departments, including FAW-Volkswagen and FAW Toyota, he is well-versed in the group’s operations. Analysts believe this move signals FAW’s commitment to change, hoping that new leadership will bring a renewed sense of purpose and innovation. The scale of the personnel adjustment is unprecedented. Over 6,000 employees have already gone through competitive recruitment, with the total number expected to exceed 10,000. The process was executed rapidly, with many employees waiting outside the chairman’s office late into the night. “The speed was essential to minimize external interference,” one insider revealed. For years, FAW’s own-brand development has struggled, with Hongqi facing criticism for its decline. Under Xu Liuping’s leadership, however, the focus has shifted toward revitalizing the brand. He has emphasized that Hongqi must become China’s premier luxury car brand, a goal that comes with immense pressure but also great opportunity. From R&D to production and sales, Hongqi is receiving top-tier support. This strategic realignment suggests that FAW is finally taking the brand seriously, aiming to restore its former glory. As the reforms continue, the future of FAW—and especially Hongqi—remains a topic of keen interest in the automotive world.

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