When the peak proves untenable, retracing one's steps becomes the only recourse. Finally, there's a glimmer of hope. A Shenlong employee residing in Wuhan's Zhuankou district expressed 'complex feelings' upon witnessing the return of a seasoned veteran. This is because, from institutional restructuring to strategic alignment, and from brand revitalization to market breakthroughs, Shenlong has no room for retreat.

After an eight-year hiatus, Lv Haitao, boasting over 33 years of industry experience, has returned to Shenlong to take the reins.

On October 28th, Dongfeng Peugeot Citroen Automobile Co., Ltd. convened a cadre meeting, announcing Lv Haitao's appointment as the General Manager of Shenlong.

In this personnel shake-up at Shenlong, in addition to the General Manager position, Cheng Jun was named Party Secretary and Deputy General Manager, Shi Jianxing as Deputy Party Secretary, and Ye Yongqing as Assistant General Manager.

It appears Shenlong is truly in a rush. Why do we say so?

In 2023, following a strategic consensus between shareholders Dongfeng and Stellantis, Shenlong clarified its strategic direction as 'Crafted by Shenlong, Sold Worldwide' and embarked on exploring new development avenues. Subsequently, Shenlong initiated plans such as channel consolidation, idle asset sales, export expansion, and 'embarking on a second venture.'

In June 2023, Shenlong revamped its marketing strategy by integrating the sales networks of Peugeot and Citroen.

In October 2023, Shenlong sold specific land use rights, buildings, and structures in Wuhan and Xiangyang to Dongfeng Group Co., Ltd.

In November 2023, Dongfeng Passenger Vehicle and Shenlong signed a strategic cooperation framework agreement for their inaugural model, announcing Dongfeng's intention to leverage Shenlong's idle capacity for new energy vehicle production. Shenlong commenced manufacturing new vehicles for Dongfeng's emerging brands, Dongfeng eπ and Dongfeng Nanomi.

In March 2025, Shenlong unveiled its new independent new energy vehicle brand, 'HEDMOS Shijie,' marking the commencement of its second venture.

In May 2025, the inaugural model of Shijie, the Shijie 06, was officially launched, signifying the culmination of Shenlong's new energy transformation strategy.

However, the Shijie 06's debut failed to deliver surprises for Shenlong. Data from Dongchedi reveals: from May to September, sales of the Shijie 06 were 80, 134, 97, 76, and 90 units, respectively, with cumulative sales falling short of 500 units.

Clearly, these measures have not effectively bolstered Shenlong's market performance.

Worse still, overall sales data indicates: In 2024, Shenlong's cumulative sales reached 68,319 units, a 15% year-on-year decline. From January to September 2025, cumulative sales stood at 38,358 units, a 27.9% year-on-year decrease.

Given the current scenario, Shenlong has missed the first decade of China's new energy era. If it fails to seize the second decade now, will it follow the trajectory of GAC Mitsubishi? It remains uncertain.

Hence, 2025 emerges as a pivotal year for Shenlong's strategic transformation. Stabilizing the domestic market and achieving independent new energy business objectives have become top priorities for Dongfeng.

Subsequently, the leadership team underwent adjustments, and a cohort of seasoned Shenlong employees returned. Why this particular group of veterans?

Public records reveal that Lv Haitao, born in 1970, joined Shenlong after graduating from Wuhan University in 1992. In May 2012, he assumed the role of General Manager of the Dongfeng Peugeot Brand Department; in June 2014, he was promoted to Deputy General Manager of Commercial Operations at Shenlong, a period during which Shenlong achieved a peak annual sales volume of 700,000 units. Lv Haitao has dedicated over 20 years to Shenlong.

Post-2017, Lv Haitao was transferred to Dongfeng Motor Group, serving sequentially as Deputy Director of the Dongfeng Motor Office, Deputy Director of the Strategic Planning Department (concurrently holding the position of Director of the Dongfeng-PSA Strategic Alliance Office), Dongfeng Motor Spokesperson, and Deputy General Manager of the Strategic Planning Department (Brand Management Department). He possesses extensive hands-on experience in strategic planning, brand development, and advancing joint venture cooperation projects.

Upon closer examination, it becomes evident that Lv Haitao's return this time is not solely as the General Manager of Shenlong but also retains his position as Deputy Director of the Group's Strategic Planning Department, overseeing daily communication with the Stellantis Group. This arrangement not only strengthens shareholder collaboration but also underscores the company's development strategy of taking root in China while integrating global resources.

Indeed, the Stellantis Group is also re-evaluating its stance in the Chinese market.

In July this year, merely a month after assuming the CEO role at Stellantis Group, Antonio Filosa led a delegation of executives to visit Dongfeng Group.

Subsequently, the global CEOs of Peugeot and Citroen under the Stellantis Group also paid separate visits to Wuhan and Shenlong.

According to sources, information regarding capital infusion by both shareholders of Shenlong may be disclosed by year-end. Both the Chinese and French factions are poised to fully support Shenlong's development, with plans encompassing the introduction of new Peugeot models, such as the 608.

Additionally, there are whispers that Dongfeng Motor and the Stellantis Group are in discussions to introduce the JEEP brand, potentially bringing fresh business opportunities to Shenlong.

In any case, this 'comeback' saga has officially commenced, and now it's all about execution. As for whether these rumors will materialize, let's wait and observe!