On September 5, multiple media outlets reported that Jiang Hairong, former CMO of Honor China, has joined Changan Automobile as CEO of its subsidiary Deep Blue Auto. According to the reports, following Jiang’s appointment, former Deep Blue Auto CEO Deng Chenghao has been promoted to Chairman.
Weibo profiles appear to support the shift: Deng Chenghao’s account now shows the title “Chairman of Deep Blue Auto,” while Jiang Hairong’s profile remains labeled as “Tech Blogger.” As of press time, neither Deep Blue Auto nor Jiang himself has officially responded to the reports.
Jiang Hairong has over 20 years of experience in the mobile phone industry as a senior executive in communications and smart terminals. He joined Huawei in 2005, holding positions such as Chief Engineer of Huawei Terminal’s Mobile Product Department and Head of Honor’s Overseas Marketing Department. He also served concurrently as Head of Honor’s Western Europe Marketing. In 2021, when Honor spun off from Huawei, Jiang became CMO of Honor China, responsible for brand building, product marketing, and market promotion, until his departure in January 2025.
Deng Chenghao, born in 1986 in Sichuan, holds a PhD in engineering and is a senior engineer. After earning his master’s degree in mechanical engineering from Tsinghua University in 2011, he joined Changan Auto and later served as Assistant General Manager, Deputy General Manager of Power Development, General Manager, and Party Secretary at Changan New Energy. In April 2022, Changan launched its new NEV brand “Changan Shenlan” (later renamed Deep Blue Auto), with Deng appointed as CEO.
Since its founding in 2022, Deep Blue Auto has launched models including the SL03, L07, S07, G318, S05, and S09—covering mid-size sedans, SUVs, urban off-roaders, compact SUVs, and large SUVs in the RMB 150,000–350,000 price range, targeting younger consumers. The Deep Blue S09, launched in May 2025, is a six-seat large SUV equipped with a 1.5T range-extended powertrain, priced at RMB 239,900–309,900 (RMB 204,900–274,900 after subsidies).
In addition, Deep Blue’s new L06 model will debut on September 8. The mid-size sedan measures 4,830/1,905/1,480 mm with a 2,900 mm wheelbase, adopts a new design language, and features the world’s first 3nm automotive-grade cockpit chip. It will come standard with LiDAR and offer range-extended and pure electric variants. The EV version will feature a 200 kW motor, while the range-extended version will combine a 1.5L generator (72 kW) with a 175 kW motor and a 28.39 kWh battery, delivering a pure-electric range of 180 km.
According to official data, Deep Blue Auto sold 28,200 vehicles in August, up 40% year-on-year, with cumulative sales of 198,600 units so far in 2025. The company has set an ambitious full-year target of 500,000 units, aiming for over 100% year-on-year growth.
