Manager reshuffle to rapidly boost growth

Chery's senior executives at the launch ceremony of the Qoros 3 City SUV.[Provided to China Daily]

Chinese carmaker Chery Automobile reshuffled its top management to improve development amid a market slowdown last week.

The company, which is based in the eastern city of Wuhu, said Guo Qian left the post of chairman and CEO of Qoros Auto, its joint venture with Israeli industrial investor Israel Group, and was promoted to vice-chairman of Chery.

In his new role, Guo will be responsible for Chery's overall strategic planning and investment management, including Qoros and Chery's other joint venture with Jaguar Land Rover.

Chen Anning, former vice-president of Chery, was promoted to executive vicepresident and will take over Guo's job at Qoros. Chen will be responsible for Chery's overall operations, including research and development.

Chen remains as chairman of Chery's joint venture with Jaguar Land Rover.

Italian Stefano Villani is due to leave his post as executive director of sales and marketing at Qoros. Sun Xiaodong, former vice-president of Chinese carmaker Geely, will take over Villani's job.

In the first 10 months of this year, Chery's sales grew 0.5 percent year-on-year to 384,789 vehicles, including its two 100-pecent owned brands Chery and Kerry.

Qoros only moved 5,246 cars. According to parent Israel Group, Qoros made a loss of $95 million in the third quarter of this year, up from $48 million last year.

Qoros was established in 2007 with registered capital of 3.4 billion yuan ($557.4 million) and the firm now has an annual production capacity of 150,000 cars in the eastern city of Changshu.

The brand has launched three models since last year. The latest was the Qoros 3 city SUV, which was rolled out into the market last week.

Qoros said its cars were designed to cater to young Chinese customers.

Qoros' sluggish sales could be attributed to its low brand awareness and insufficient marketing and communication with potential buyers, industry insiders said.

Following the management shake-up high hopes are pinned on Chen and Sun to rapidly boost sales at Qoros.