On July 2, media reports speculated that Dou Huijuan might replace Guo Yongfeng as the Executive Deputy General Manager of FAW-Audi Sales Co., Ltd. However, recent insights from Kan Che, sourced from within FAW-Audi, confirm that these rumors are baseless. Guo Yongfeng is currently engaged in a significant Sino-foreign conference at the FAW-Volkswagen headquarters in Changchun.

Amid the deep restructuring and transformation within the automotive industry, executive shifts are often subject to exaggerated interpretations. Instead of dwelling on speculative rumors of a "personnel earthquake," our focus should shift to the present and future, examining the solid defense that Guo Yongfeng has orchestrated for FAW-Audi amidst the turbulence of the luxury car market.

If a single keyword were to encapsulate FAW-Audi’s journey this year, it would undoubtedly be "defending and reshaping."

On September 1, 2025, Guo Yongfeng officially succeeded Li Fenggang as the Executive Deputy General Manager of FAW-Audi Sales Co., Ltd., assuming full responsibility for sales, after-sales services, channel management, and brand marketing across the entire business spectrum.

Guo Yongfeng, Executive Deputy General Manager of FAW-Audi Sales Co., Ltd.

A seasoned veteran of FAW-Volkswagen, Guo Yongfeng joined the company after graduating from Jilin University in 2004. His career trajectory includes roles as Deputy General Manager of FAW-Volkswagen and General Manager of its Sales Company, Deputy General Manager of the Digitalization Department at China FAW Group, and General Manager of FAW Fuhua. He brings a wealth of experience in marketing digitalization, intelligent transformation, new energy business, and dealer network operations—qualities that are crucial for FAW-Audi as it navigates the balance and breakthroughs between its traditional fuel vehicle base and electrification transformation.

Guo Yongfeng took the helm during a period of unprecedented upheaval in the Chinese automotive market, where new energy vehicles (NEVs) are rapidly encroaching upon the traditional luxury car segment. Amidst the pressures faced by major luxury brands, some of which have experienced significant declines, FAW-Audi has showcased remarkable resilience.

Firstly, FAW-Audi has successfully defended its luxury "core base." Since Guo Yongfeng's appointment, he has initiated a series of marketing system reforms, constructing a "customer-centric" value marketing system. This system dismantles the barriers between marketing and sales, driving the entire organization to engage customers in more innovative and efficient ways, thereby enhancing the customer experience at every touchpoint.

Data reveals that in 2025, FAW-Audi's retail sales surpassed 570,000 units, with the A6L and Q5L maintaining stable performance in their respective segments. The Audi A6L sold 172,000 units throughout the year, retaining its title as the best-selling luxury C-class sedan. The Audi Q5L sold 140,000 units, securing its position as the top-selling luxury B-class SUV in the fuel vehicle market. That same year, FAW-Audi reclaimed the top spot in fuel luxury car market sales and share after six years, while its domestically produced fuel vehicle sales and share continued to lead.

In January 2026, FAW-Audi reached a significant milestone by acquiring 10 million customers, becoming the first domestic joint-venture luxury brand to achieve this feat. Against the backdrop of Mercedes-Benz and BMW experiencing sales declines of over 10% in China in 2025, the significance of this achievement cannot be overstated.

Secondly, FAW-Audi has made significant strides in the "new luxury" segment, achieving practical implementation of new energy and digitalization. Faced with competition from new automotive forces, FAW-Audi did not blindly follow trends but adopted a strategy of "steady progress and systematic advancement." In April 2026, the flagship A6L e-tron, built on the PPE platform and equipped with Huawei's intelligent driving system and an 800V high-voltage platform, was launched to compete with other luxury new forces.

More critically, FAW-Audi's digital transformation has begun to yield tangible results. From the promotion of the OTD personalized customization system to the establishment of a direct-to-consumer (2C) operational model, FAW-Audi is quietly transitioning from a "traditional wholesaler" to a "customer service provider." This subtle yet significant system upgrade holds more long-term value than a sudden surge in sales of a single NEV model.

Meanwhile, Guo Yongfeng has led FAW-Audi in deeply implementing the strategic direction of "co-advancing fuel, electric, and hybrid vehicles with full intelligence," continuously deepening cooperation with Chinese technology companies like Huawei. Intelligent driving solutions are being integrated into models on both the PPE pure electric platform and the PPC fuel intelligent platform, attempting to break the industry bias that "fuel vehicles are not intelligent."

Finally, Guo Yongfeng has withstood the dual pressures of external market forces and price wars, demonstrating remarkable strategic resolve. Over the past two years, the automotive industry has been embroiled in fierce price competition. As a leading brand, FAW-Audi has faced the dual challenge of maintaining brand premium and ensuring sales volume. However, Guo Yongfeng has minimized the damage to brand equity caused by price distortions by optimizing inventory structure, strengthening regional marketing authorization, and enhancing service value, thereby maintaining the health of the dealer channel. In the current market environment, keeping the channel viable and profitable is itself a remarkable achievement.

Rumors and gossip in the automotive industry often reflect market anxiety and concern about the future of leading brands. For a trillion-dollar "luxury giant" like FAW-Audi, the stability of its leadership and the continuity of its strategy are paramount.

The market does not need to overinterpret rumors of personnel changes. We only need to recognize one fact: under Guo Yongfeng's leadership, FAW-Audi has not only defended its glory in the fuel era but is also accumulating strength for the electric era. In a time of "raging growth," expansion is the greatest achievement; but in a time of "retreating tides," maintaining stability amidst change is the greatest accomplishment.

Operations | Su Hongying

Produced by | Kan Che