2024.0412

Number of words in this article:812, reading time is about 1 minute

introduction：极越汽车营销端大洗牌，用户发展负责人杨振已离职。

** Author| ** First Finance Xiao Yisi

On April 12, First Financial Reporter was exclusively informed that Baidu-Geely cooperation project Geyue Automobile is undergoing drastic reforms on its marketing and sales sides. Yang Zhen, head of the marketing UD-user development department, and several directors and other executive levels have been "dismissed", and CEO Xia Yiping is currently in charge of the department. The head of the sales end UO-user operation department was also transferred from Luo Gang, the former head of operations, to Andy Gao from Tesla. Since the end of March, there have been intensive personnel movements in the two major departments of UD and UO.

The predecessor of Geyue was Jidu Automobile, which was a car brand jointly established by Baidu and Geely Automobile in January 2021, and released the first concept car ROBO-01 in June 2022. In August 2023, Jidu Automobile changed its name to Geyue, and accordingly, Jidu ROBO-01 also became Geyue 01.

▲摄影记者：任玉明

Gotsu was originally born with a gold spoon in his mouth, but after this "name change" controversy, there was a publicity break. This is also one of the important reasons for the poor sales performance of Geyue 01 after its official launch at the end of October last year. Public data shows that in the nearly six months after its launch, the cumulative sales volume of Geyue 01 was only more than 2300 vehicles. At the end of November last year, Geyue 01 had reduced the price of the entire series by 30,000 yuan just over a month after it was launched. In addition, the reporter learned from the terminal that Geyue also introduced multiple discounts, including insurance subsidies, financial discounts, and free charging rights, etc., in an attempt to resist the decline in sales, but this move had no obvious effect. On March 25, Geo Vietnam held the AI DAY 2024 Technical Conference. After the press conference, Geotsu Automobile CEO Xia Yiping pointed the finger at marketing when reflecting on the reasons for the sluggish sales. he said:"As a new brand and a new category of products, when a user enters a Kiyue store, the first question he thinks about is not that I want to buy a car, but what brand it is. This requires us to solve the problem." Xia Yiping said that starting from January this year, the entire marketing and sales team has undergone a major overhaul, and he personally led the team to initiate changes in the marketing and sales side. The painful period of change for the Yueyue sales team will last for another month or two, but internal sales are gradually improving. But in fact, the market pressure faced by the company is even greater this year, and all car companies are accelerating their internal circulation, such as price, configuration, traffic, etc. Public data shows that the cumulative sales of Geo Yue in the first 12 weeks of this year were less than 700 vehicles. **