Chen Binbo Executive VP of Dongfeng Honda

　　The Executive Vice President of Dongfeng Honda Liu Yuhe has been retired for a period of time. Finally his successor was determined. Dongfeng Auto and Dongfeng Honda announced the personnel adjustment on January 5. The former Vice Director of Sales Department of Dongfeng Nissan Chen Binbo now becomes the Executive Vice President of Dongfeng Honda.

　　According to sources, the Sales Department has begun to adjust the management since last year. Previously there was a Japanese leader and a Chinese vice directors. Now there is a Japanese head and two Chinese vice directors. Besides Chen Binbo, the former Director of Level Career Department Chen Wei is another Vice Director of Sales Department. After Chen Binbo was transferred to Dongfeng Honda, Chen Wei will be responsible for the work which was previously done by two Vice Directors.

　　Chen Binbo' Resume:

　　■ Born on May 1 1964.

　　■ Educational Background:

　　He graduated from the management engineering graduate class in Huazhong University of Science and Technology in 1987. He graduated from the major of ship internal combustion with a bachelor’s degree in Huazhong University of Science and Technology in 1985.

　　■ Working Experience

　　2005: Vice Director of Sales and Marketing Department of Dongfeng Nissan Passenger Vehicle Company, Director of the Sales Department.

　　2003: Vice President of Sales and Marketing Department of Dongfeng Nissan Passenger Vehicle Company, President of Network Development

　　Department.

　　2002: Supervisor of General Manager's Office in Guangzhou Fengshen Automobile Co.

　　2000: President of Investment Department in Shenzhen Dongfeng Property Co., Ltd.

　　1996: General Manager's Assistant in Wuhan Shenlong Industrial Development Corporation.

　　1992: Public Relations Department in Shenlong Automobile Co., Ltd.

　　1989: Preparatory Office of Dongfeng Cars.

　　1987: Policy Research Office of Dongfeng Co.

　　Chen Binbo's key performance:

　　Chen Binbo took office and undertook the sales of Dongfeng Nissan in 2003. Faced with a sales system which needed promotion, Chen Binbo conducted bold reforms. He implemented strict regulations towards dealerships and unified the logo, layout and so on. In addition, Chen Binbo developed specific assessment criteria for the bidding of dealerships.

　　There was a difference between two sides' concepts of management. However, in 2004, Chen Binbo responded to all the challenges from the automotive industry with steady and increasing sales. The annual sales of 2004 were 60,000 units. The sales in 2005 were 150,000 and that of 2006 is 200,000. In 2007, the sales surged to 270,000. Dongfeng Nissan refined the layout of products in 2008 and several models enjoyed booming sales. In 2009, the annual sales totaled 517,000 units, up 47% year on year.

　　As to the marketing system, Chen Binbo suggested in 2009 that large-district management should become the major trend. Therefore he began to devise a new system with large-district directors.

　　Liu Yuhe's Resume:

　　■ Born in 1948.

　　■ 1971: worker in engine plant of China's Second Automobile Factory(the former body of Dongfeng Auto). He worked for seven years in that plant.

　　■ 1978: admitted to the graduate class of heat treatment of metal materials in Tsinghua University.

　　■ 1981: he went back to Dongfeng and engaged in technical work for 12 years.

　　■ 1994: he engaged in the negotiation process between Dongfeng and Honda including the talks about auto parts, engines and vehicles. In 1998, Liu Yuhe became the Chinese leader of Gunagzhou Dongfeng Honda Engine Co. In 2003, he took charge of Dongfeng Honda Auto Co., Ltd.

　　Liu Yuhe's key performance:

　　Based on the previous cooperation about auto parts, Liu Yuhe built the cooperation project of vehicles between Dongfeng and Honda in 2003. CR-V and Civic introduced by Dongfeng Honda won high degree of market recognition. In particular, CR-V has held the top position in SUV market for a long time. Liu Yuhe was good at developing specific market and he stick to the idea of winning a big share in a small market. In 2009, Dongfeng Honda introduced a high-end sports car and Liu Yuhe left a perfect ending to his career. (Translator: Qinghua/Hanxin)

　　See Original Chinese Report Please Click:

　　http://auto.sohu.com/20100106/n269404174.shtml