Deep Blue Auto Personnel Changes? Former Glory Executive Jiang Hairong Proposed as CEO

According to media reports, on September 5, Jiang Hairong, former Chief Marketing Officer of Honor China, joined Deep Blue Auto, the new energy vehicle brand under Changan Automobile, and is expected to assume the position of CEO; the former CEO of Deep Blue Auto, Deng Chenghao, will be promoted to Chairman of the company. As of the time of reporting, Jiang Hairong has not responded to media inquiries, and Deep Blue Auto has not issued an official announcement.

Based on public records, Jiang Hairong is a seasoned professional in the communications and smart terminal industry, with over 20 years of experience. He joined Huawei in 2005, initially working as a R&D engineer before gradually shifting to product and marketing roles. Within the Honor brand system, he was successively responsible for key departments such as Product Marketing and Overseas Marketing. After Honor became independent from Huawei in 2020, Jiang Hairong served as the CMO of Honor China, overseeing brand building, product marketing, and market promotion. He was one of the key figures in helping Honor return to the mainstream market. During his tenure at Honor, he led several high-profile marketing cases, such as the live demonstration of dropping 10 new devices at the Honor X50 launch event to showcase the product’s durability. This model later became an Android best-seller in the Chinese market, with sales exceeding ten million units. However, in January this year, following a high-level internal adjustment at Honor, Jiang Hairong resigned from his position as China CMO. His joining Deepal Auto marks his first public career move since leaving Honor.

For Deep Blue Auto, the introduction of Jiang Hairong may be closely related to its current development needs. As a new energy brand established just three years ago, Deep Blue Auto quickly captured the market with its "Super Range Extender" technology, achieving the Deep Blue Speed, delivering over 240,000 units in the year 2024, and reaching the milestone of the 400,000th vehicle off the production line in just 29 months. Since 2025, sales have continued to grow. However, former CEO Deng Chenghao publicly mentioned the brand's shortcomings, noting that over 85% of the team consists of R&D personnel, resulting in the brand having "good products but unable to tell a story." The key challenge is how to translate hardcore technology into brand language that users can easily understand. From an industry perspective, Jiang Hairong's accumulated experience in refined marketing in the consumer electronics field might provide new insights for Deep Blue Auto's brand communication.

Deng Chenghao, who is proposed to be promoted to chairman this time, is one of the core founders of Deep Blue Auto. Born in 1986 and a Tsinghua University master's graduate, he is regarded as a "new generation force" within the Changan Automobile system. Not only does he have a technical background, but he also possesses keen judgment of market trends. He is active on social media with a distinctive style and naturally attracts attention. He upholds the philosophy of frugality and focuses on maximizing resource efficiency. He once led Deep Blue Auto to achieve break-even in a single month in the fourth quarter of 2024. If promoted to chairman, according to industry norms, he may step back from daily operational management and focus more on top-level corporate design, long-term strategic planning, and resource coordination.

As competition in the new energy vehicle industry becomes increasingly fierce, effectively integrating the marketing methods of the consumer electronics sector with the technical development logic of the automotive industry remains an unresolved issue. Whether Jiang Hairong's joining can provide effective solutions to address the brand shortcomings of Deep Blue Auto and promote the conversion of technical advantages into user-perceived value still requires further clarification from official announcements.