On November 9, Changan Automobile issued a personnel announcement confirming an adjustment within its marketing division. Under the announcement, Liu Bin, formerly Deputy General Manager of the Kaicheng Automobile Marketing Center, takes up the post of Executive Deputy General Manager of the Changan Mazda Automobile Sales Branch effective today. Wu Xuxi, who previously held that position, is moving on to a new assignment as part of a broader work adjustment. Qiche Badan has learned that, in recognition of his outstanding performance and sales results, Wu Xuxi has been recalled to Changan Automobile headquarters in Chongqing and promoted to Vice President of Chongqing Changan Kaicheng Automobile Technology Co., Ltd. and General Manager of its Marketing Center, where he will continue to oversee marketing.

Wu Xuxi Laid the Cornerstone for Changan Mazda's Transformation

According to insiders, Wu Xuxi's transfer followed an exceptionally long tenure. "He was originally due to return after his five-year term ended last year, but company leaders held him back for fear of hurting performance." Changan Mazda is now relatively stable across the board, and in the first three quarters of this year it posted the best sales target completion rate of any unit in the group.

In fact, when Wu Xuxi took office six years ago, he was thrown into the breach amid the merger of the "two Mazdas." In April 2020, he was transferred from Executive Deputy General Manager of Changan Oshan Automobile Sales Company to Changan Mazda to head its sales branch. That same year, domestic automakers saw a wave of executive reshuffles, with marketing positions at the center of the change.

The first test of his tenure was the merger of the "two Mazdas." In August 2021, a joint statement by Mazda, Changan Automobile and China FAW was implemented, with FAW Mazda's business folded into Changan Mazda. On August 30, FAW Mazda issued a "farewell letter," and the north-south split of Mazda officially became history. Two sets of sales channels, two user bases and two sets of discourse systems had to be integrated, and Wu Xuxi led his team smoothly through the transition.

After the integration was completed, the pace of transformation did not slow. Wu Xuxi led the marketing team to capture user needs from the market frontline, translate research findings into product definitions, and then coordinate with R&D and manufacturing. In October 2024 and September 2025, two global models—the MAZDA EZ-6 and the MAZDA EZ-60—were launched, giving Changan Mazda's new energy product matrix a clear skeleton. Then, in September this year, the MAZDA EZ-60 Laser Edition was officially launched. Equipped with Hesai ATX lidar, together with high-definition cameras, millimeter-wave radar and ultrasonic radar, the new car achieves full-scenario intelligent assisted driving on highways, in urban areas and for parking, completing the brand's capabilities in the high-level intelligent driving field while retaining Mazda's signature driving character.

At the same time, changes at the Changan Mazda system level advanced in parallel. "Yue Ma Xing Kong," launched at the end of 2020, was Changan Mazda's first user-exclusive platform, with a mini-program and APP subsequently launched. The Fan Festival, founded in 2016, had covered 4 million Chinese users by 2025, with its theme fully turning to new energy for the first time. The dealer network simultaneously completed upgrades across the full chain of new energy sales, delivery and after-sales capabilities.

Moreover, substantial progress was made in overseas markets. In April 2025, the MAZDA 6e, built on the EZ-6 pure electric version, rolled off the line at the Nanjing plant. That month, the first batch of 600 vehicles was loaded onto ships in Shanghai for Europe, and the Nanjing plant was subsequently upgraded to Mazda's global new energy vehicle export center. Public information also shows that the EZ-60 won the joint-venture new energy mid-size SUV sales championship for six consecutive months, and the EZ-6 won China's first World Car Design of the Year award for a joint-venture new energy vehicle.

It is also understood that Changan Mazda was the brand with the highest sales target completion rate within the Changan system in the first three quarters of this year. Viewed in the context of the evolution of China's joint-venture automobiles, the significance goes beyond sales.

Behind these achievements is an upgrade of Changan Mazda's operating model. With the support of Changan Automobile, the Changan Mazda management team led by Wu Xuxi integrated Changan's intelligent electric technology with Mazda's car-making experience on the product side, shifting the joint-venture relationship from one-way technology introduction in the past to value co-creation in which both sides leverage their strengths. This approach is also seen as a new operating model in the era of Joint Venture 2.0. During the same period, Changan Mazda's overseas layout also advanced rapidly under the company's overall coordination. It can thus be seen that the achievements Wu Xuxi made during his nearly six-year tenure laid a solid foundation for Changan Mazda's subsequent development.

Liu Bin Takes Over with Years of Marketing Experience

Liu Bin, who takes over Changan Mazda marketing, is a senior marketing manager grown within the Changan system, with more than 25 years of automobile sales and marketing experience. In his early years, he served as Director of the Distribution Center of Changan Automobile Sales Co., Ltd., where he built up his basic skills in regional channels in the frontline market.

After that, Liu Bin joined the Changan Oshan business unit as Director of the Guangzhou Service Support Center of the Sales Company, participating in Oshan's transformation from commercial vehicles to passenger vehicles. After being transferred to Changan Kaicheng, he served successively as Deputy General Manager of the Marketing Center and Customer Officer, overseeing marketing strategy, market sales and user operations.

During his tenure at Changan Kaicheng, he promoted the F70 pickup's completion of overseas certification. The model passed TÜV Rheinland certification and obtained market access qualifications for wireless products in 11 countries. During the 10th Global Fan Festival in January 2026, he attended an owner exchange meeting as Customer Officer, communicating face to face with users about vehicle performance and service suggestions. The arduous experience of overseas certification, together with the operational practice of direct user connection, formed the two main threads of this part of his resume.

Looking at these experiences in the context of Changan Mazda's current work, there are many areas that correspond. He has years of hands-on accumulation in channel sinking and terminal operations. He has fully practiced direct user connection and fan co-creation at Changan Kaicheng. For overseas market access and export implementation, the 11-country certification obtained by the F70 is a ready example. What Liu Bin brings is not a single skill, but a marketing playbook covering both B-end and C-end, domestic and overseas. The running-in of the joint-venture system still requires a process, and his pace of adaptation will be more intuitively answered by several key market moves in the future.

Two Major Brands to Enter a New Stage of Development

Changan Kaicheng's development over the past two years has already built a relatively solid foundation. In November 2024, the brand completed a strategic renewal, positioning itself as a digital-intelligent new energy commercial vehicle technology brand, and made clear that from 2025 it would only launch all-new new energy products. Operating data also gave positive feedback: in 2025, Kaicheng's full-year sales reached 260,648 units, up 17.8% year on year, with exports of 87,495 units, up 31.1% year on year.

In terms of product rhythm, the super extended-range digital-intelligent pickup Hunter K50 has been launched, and subsequent facelift models are also being introduced as planned, keeping the product lineup updated. A longer-term layout has been rolled out. The logistics segment, based on the SDA architecture, plans two major product platforms, Robovan and Robotruck, which will form a product cluster of more than ten segmented models covering urban distribution scenarios of different volumes.

The pickup segment, relying on the Wuyue platform, has formulated a global-oriented 12324 development plan. In the next three years, 3 to 4 globalized models will be launched successively, covering the B, C and D-class full-size markets. Together with the Photosynthesis Forest plan's layout for low-carbon smart logistics and the goal of entering the top three in domestic pickup sales and the top ten globally by 2030, Kaicheng's product roadmap and overseas direction are already relatively clear. Wu Xuxi has complete experience in joint-venture brand integration, user operations and new energy marketing, and these accumulations have room to combine with Kaicheng's passenger-vehicle and globalization processes.

On the Changan Mazda side, the transformation story likewise continues. The "Double Hundred Doubling" strategy has been clearly defined, and the export plan for 2026 was proposed when the EZ-60 was launched, named CX-6e overseas, and the Nanjing plant's role as an export center will continue to strengthen. The focus after Liu Bin takes over is to continue the system foundation laid by Wu Xuxi, maintain the market rhythm of the two global vehicles, and further enhance user value and operating quality. The in-depth advancement of joint-venture new energy and the upward breakthrough of independent commercial vehicles are unfolding simultaneously. Two marketing veterans are now in their respective positions, and this internal talent allocation within the Changan system reflects a personnel approach of leveraging each person's strengths.

The transformation of joint-venture automakers tests not the ability of a single car or a single person, but the tug-of-war between system and time. Wu Xuxi's six years at Changan Mazda blazed a path for integration, transformation and overseas expansion. Liu Bin stands at a new starting point with 25 years of composite experience. Personnel change with time, but the chess game never stops. Subsequent market performance will be the more concrete yardstick for measuring this adjustment.