Hyundai in recent years, the Chinese market encountered some problems. If the words may be summed up as follows: 1. put in a lot of new cars, but no explosion models, especially the best-selling car, at least before popular time very different. 2. Globalization few models, models developed for the Chinese market and more, and to develop models for the Chinese market is actually shrinking in some respects, it may not be good to introduce authentic effect. 3. The current kingpin of the older models, such as the ix35, and the new models of small explosion models, especially the aspects of the car. 4. The new models update is slow, I mean the global models, such as Sonata, Santa Fe, is the overseas market has been a long time before domestic, missed the best time to market. 5. brand influence as before, good models also not sell on price, reduced to second-tier joint venture brands, and even compete on price with its own brand.
Therefore, the need for new models of modern vehicles, especially 1 to 2 models of globalization, increase sales, enhance brand influence. The most noteworthy this year is the new Sonata, Elantra Both new models. Both new models can be said to decide the fate of the modern future.
[01] 2020 new car plan, most of foil?
2020 Hyundai planning in the new car market in China, we can see the Sonata, map name, Tucson, lead move, the new MPV, Festa pure electric vehicles. In fact, there are a lot of foil.
one by one, we say, pure electric vehicles is still a niche market, no matter how good sales are basically no more than 100,000 a year, so Festa pure electric car is certainly special niche, selling do not go out a few.
Modern MPV models, probably hui wing car, which had been made in China, looks more like a large “van”, even in Korea is mainly used for courier cargo transport, business is not MPV positioning. So whether it is positioned, or the market, there is no way to compete with GL8 MPV of this joint venture.
figure is a name for the Chinese market entry-level midsize car, andNot global platform models, so this car is certainly a cost-effective entry point, is not much help to the modern brand promotion.
The new Tucson, the current South Korean market has not been released, but in view of its own brand SUV market share of more than 60 percentage Sino-German joint venture brand Department of Japanese occupied the first several, so I do not think there is a modern new Tucson chance of victory. So on top of several cars that are foil, can not play a fundamental role in helping Hyundai Motor.
The rest is the new Sonata, the new collar move (abroad generation Elantra, hereinafter referred to as the new lead move) Both the sedan.
[02] The new Sonata, the new collar moving modern the most critical piece
I think Sonata , a new generation of dynamic collar is very important for Hyundai Motor. The following reasons: 1. The compact car, mid-size car sales before the 10 is basically a joint venture brands, own brands can hardly compete, so this is a joint venture brand competitive arena, independent brand is not, in fact, the most important thing is not competition price, but product strength.
2. The new Sonata, leading these two cars are moving modern world car, although made after the change will be configured for the Chinese market, but the Big Three, the basic platform is globally consistent, I do not is that the global synchronization is good for is the difference between domestic research and development. The current situation is already listed overseas edition with a new Sonata platform, 1.6T + 8AT gearbox ratio Festa is for the domestic market development, the name of the map, much better ix25.
3. At present China market, whether it is the A-Class or B-Class, many of the best-selling models are obvious shortcomings, such as the Accord, Camry, Avalon Oil increased Passat poor security. Of course, many manufacturers have been recalled, but the credibility greatly reduced. If the new Sonata, the new move can lead foot effort in product quality and safety up and down, get a good reputation and sales in the B-Class and A-class car market has a chance.
4. With the rise of young consumers, in recent years, we can clearly feel that consumers buy Magotan, Passat This business style of fewer models, but to buy the Accord, Camry this movementStyle models and more. The new Sonata is a movement style in the design of the car is very obvious. After including the new move, including the collar, with a new platform architecture, product strength has greatly improved.
[03] China has developed secondary market disadvantages
However, there is still faced with Hyundai Motor many problems. For example, last year’s listing of the modern Santa Fe or Sonata, time to market too late this year to be listed in overseas markets. In fact, this is also very common, mainstream manufacturers are doing a joint venture. But the difference is that for example, like Magotan, domestic long axis and short-axis version version is almost the same time research and development, and research and development beginning to consider the Chinese market. Modern research is the first in South Korea end, and then get the Chinese market for secondary development, so we see the victory of this movement is the front, the rear is very bloated, simply lengthen and shape strange design. In fact, South Korea is a very athletic big five mid-sized SUV.
[04] lean, the emergence of new generation of products tomography
The same is true for the new Sonata, in fact, Sonata 2019 has been available in South Korea, and domestic not kept pace, even worse is that the old Sonata in the country after six policies, there is no country of the six models. So after Hyundai Motor from mid-2019, in fact, there is no mid-size car sales, and lean there is a fault. This joint venture midsize car market is rare. And the current mid-size car market has basically been German and Japanese cars to seize over, tearing a hole in this market is very difficult. So I think the new Sonata missed the best market timing.
[05] ix35, collar moving platforms and other old models can not support too long?
At present Hyundai models in the sale, the sales volume is still relatively good, $ 100,000 and above models (the model will not bring 100,000 yuan to help the brand Modern) is probably the ix35 and collar Both moving car. However, these two cars are very bad product strength, ix35 itselfThe previous generation platform, has a quite old. Work materials is also far advanced and active safety in general, product strength has lagged far behind domestic Changan CS75plus, the more these own brand of Bo. Collar move had a facelift in the Korean market, but the domestic market does not change the appearance, just put on a new 1.5L engine, but also in the late replacement. If not because of the price advantage, it is not recommended to buy. So now Hyundai eager to launch a new car. And we also said above, other new models are basically a foil, a new collar move, the new Sonata is most important.
Finally, I believe that, for 2020, Hyundai Motor, is a very critical year, if the dynamic new leader, the new Sonata is not successful, Hyundai Motor in China really Xiecai.