The general manager of BYD Great Wall PR resigned： he has only been employed for less than three months.

Important senior executives of Great Wall Motor leave their jobs, in the "time of war";

General Manager of Group Brand Public Relations — — Goldilocks, resigned and left. The Great Wall also responded:Personal reasons.

On the whole, he is the head of public relations marketing introduced by the Great Wall at the beginning of this year, and is also one of the important components of the comprehensive innovation strategy.

The moment when he was exposed to leave his job was an important pass for the Great Wall to "fight" BYD.

Who is Guo Tiefu?

When Guo Tiefu left, Great Wall Motor responded: I resigned for personal reasons.

However, he only joined Great Wall Motor in February this year as the general manager of brand public relations.

At most three months before and after, the executive with comprehensive experience in high-end, high-tech and new-force automobile marketing left the Great Wall.

Guo Tiefu has previously served luxury brands such as Audi, Bentley and Jaguar Land Rover. After that, he joined Baowo Automobile in charge of marketing.

In 2018, Guo Tiefu joined Chinese Express as the Senior Director of Gaohe Automobile Market and Public Relations Communication, and was fully responsible for public relations and communication. The brand tonality of high-tech sci-fi, advanced and luxurious is created by Guo Tiefu.

In 2022, Guo Tiefu briefly joined Lotus Motors.

Guo Tiefu’s resume is actually the core reason why the Great Wall took a fancy to him and introduced him. Long-term high-end brand marketing, and have more successful experience in building scientific and technological brands.

Wei, the high-end brand of the Great Wall, has been performing poorly in the past few years. In addition, for the new energy track, the Great Wall is also suffering from "technology without sound" and is suppressed by BYD in all aspects.

Therefore, Guo Tiefu joined the Great Wall. On the one hand, he cooperated with Liu Siying, who was dug from Geely Link, and made a breakthrough in the high-end brand Wei; And his main business is corporate brand and technology brands construction.

That is, since this year, Great Wall Motor has made a major change in external marketing, which is to emphasize the self-research and accumulation of technology as BYD, to shape its image as a leader in new energy and smart car revolution technology, and at least to form a double-walled image with BYD.

In fact, the post of general manager of brand public relations did not have a special post at Great Wall before, but only after the reform of the whole marketing system. Guo Tiefu became the first user of this new title.

In fact, this is part of the Great Wall’s strategy of learning from a painful experience and comprehensively transforming new energy sources.

Now, with the departure of Guo Tiefu, the construction of the Great Wall technology brands has become uncertain again.

Great Wall Motor and BYD’s "Public Relations War"

At present, the Great Wall is at the key node of the "war" with BYD.

Things, you have been clear:

Great wall purchased and sent for inspection by BYD, and mixed sales crown Qin PLUS DM-i and song PLUS DM-i,It is found that the low-cost atmospheric fuel tank is used, which makes the evaporative emission of the whole vehicle non-compliant.

So Great Wall Motor reported BYD to the regulatory authorities. BYD responded that the Great Wall is unfair competition, the inspection procedures are not standardized, and its own atmospheric fuel tanks also have technology to ensure emission compliance. The regulatory authorities did not declare the data evidence of the Great Wall invalid, but attached great importance to it and put it on file for investigation.

It’s not clear yet. It’s still fermenting. Netizens stood in line one after another, quarreling as a bee.

There is no doubt that the report itself was prepared and collected by the Great Wall a long time ago. Guo Tiefu, who has been talented for more than two months, is hardly the leader. His departure had little effect on the storm.

In fact, the fuel tank problem itself is an environmental protection issue, and the regulatory authorities are very concerned about it, butFor ordinary users, there is not much impact.

Judging from the results, if BYD really has a problem and is punished and recalled, it is equivalent to being slowed down objectively, which is also unfavorable in public opinion and has nothing to say.

If the supervision did not find out BYD’s problems, the Great Wall would not suffer. Return to the focus of new energy through BYD’s popularity and public opinion base.

In fact, it is better to understand this matter in this year’s Great Wall, a new energy strategy: new technology — — Hybrid electric four-wheel drive Hi-4, new brand channel — — Haval’s new energy and new products — — Hybrid dragon series, and new marketing promotion — — Advanced technology of great wall three power and hybrid technology.

The fuel tank problem was the first shot of the outpost and the counterattack against BYD.

Therefore, the impact of Guo Tiefu’s departure is medium and long term.

The sudden outbreak of BYD has been widely recognized by users. On the one hand, it is to make the hybrid car with low energy consumption and high configuration into cabbage price, which will form a dimension reduction blow to fuel vehicles.

On this basis, BYD spared no effort to preach its new energy leadership: battery acupuncture, DM-i, Yunqi, Easy Sifang and so on. With the expansion of new energy sales base, BYD has quickly established the impression of "the strongest technology" among ordinary consumers. Even if most ordinary users don’t understand technology at all, it is said that "it is not wrong to buy BYD with new energy".

At the same time, BYD also intends to portray itself as "the leader and hope of overtaking cars in corners in China". For example, Wang Chuanfu said with tears in his eyes that "it is not easy for us to make technological breakthroughs in recent years".

"We", Wang Chuanfu didn’t specify who it was. BYD, of course, and China automobile industry. In communication, BYD actively blurs the concept, and objectively, it is easy for ordinary people to have the impression that BYD is a new energy source in China, and even the only hope for China’s automobile to rise and overtake.

Not only the Great Wall, but also any independent brand with technical reserves, market scale and self-improvement ambition will not recognize BYD’s concept of shaping basic facts.

The fuel tank is an introduction. After the Great Wall, it will definitely emphasize its own technical reserves and self-research strength again and again, just like BYD did in those years, trying to compete with BYD in the wave of new energy and intelligence.

Guo Tiefu, who is the most critical to undertake this task, left his job at the juncture when the Great Wall is about to exert its strength.

The Great Wall’s counterattack and new energy strategy, now this variable comes somewhat unexpectedly and suddenly.