FAW-Volkswagen Leadership Shakeup: Dong XiuHui Replaces Chen Bin as General Manager

[Personnel Change] FAW-Volkswagen has appointed a new general manager, with Dong XiuHui succeeding Chen Bin in the role.

⚡ Key Development: Dong XiuHui Returns to His Former Employer to Lead FAW-Volkswagen

Dong XiuHui will assume the position of General Manager at FAW-Volkswagen. He previously served as Executive Vice General Manager in charge of commercial operations and General Manager of the Sales Company from 2015 to 2021, during which the company achieved over 2 million vehicle sales annually for six consecutive years. Currently, he is Deputy General Manager at FAW Toyota, where he has led multiple product refreshes and emphasized user-centricity and forward-looking development.

📊 Critical Metrics: Sales Pressure Drives Another Leadership Adjustment

Under Chen Bin’s tenure, FAW-Volkswagen completed a consumer-facing (To C) organizational restructuring for the Volkswagen brand and finalized a plan to launch 10 new models starting in 2026. However, impacted by intense price competition, the brand’s market ranking dropped from 3rd to 4th. Although it achieved a strong start in January 2025 with 140,000 units sold, full-year performance remains under pressure.

🔍 Strategic Context: Shareholders Push for Accelerated Market-Oriented Reforms

This leadership change comes just one year after Chen Bin assumed the role in December 2024, reflecting shareholders’ heightened expectations for faster market responsiveness and improved sales performance. Dong XiuHui—bringing combined experience from both “Volkswagen legacy” and “Toyota practices”—may be the key to breaking through current challenges.