. “Korean cars can not, not as independent brands,”
Every time I hear such remarks, I even once suspected: Korean cars really die ? Dignified Hyundai-Kia Automotive Group as the world’s fifth largest, able to produce engines, transmissions, actually worthless keyboard Man in the mouth, and it is quite interesting thing.
But you go spray you spray, Kia has practical action to tell you: I’m OK I can! At 15 December 2019 China Touring Car Championship (CTCC) finals, the team successfully defended KIA Super Bowl championship group. It’s also since 2015, KIA 4th Team Champion aspirations. This used to build models based on the new generation K3, while retaining the basis of production models and vehicle chassis structure, equipped with Kia’s own 2.0T engine. I do not know the keyboard Xia know the news, is choose to ignore it, or choose to ignore it?
KIA has been able to achieve such success in the CTCC, behind the strong technical support is essential. In fact alone technology cars, the Hyundai-Kia group or some of the family property, I do not believe the number to you. Current common types of power naturally aspirated, turbocharged, EV, HEV, PHEV were found in five, complete with Hyundai and Kia all to you, also comes with a hydrogen energy.
Of course, the Hyundai-Kia Group’s engine is not shoddy, fool trouble. Its 1.4T, 1.6T, 3.3T Ward also won over top ten engines, when it comes to 3.3T engine, as well as Kia Stringer it, that’s a five-seconds to Pobai little beast. Not long ago, Kia also released the first mounting CVVD “continuously variable valve period” system of the engine –Smartstream G1.6T-GDi, the cylinder can achieve a compression ratio of 4: 1 to 10.5: 1 between the free switch, adjustable range far beyond Nissan’s VC-Turbo.
not capable engine buoyant energy, this generalCar can do, while making the gearbox is not easy. Hyundai-Kia Group is the world of the few R & D and production of AT, DCT, CVT gearbox car prices at the same time. Although not as good as Hyundai and Kia Aisin gearbox, ZF, Getrag and other claim to fame, but the reliability is still quite good. You ask yourself, Hyundai and Kia gearbox had a large area of negative news it?
In addition to the engine, transmission and other technology cars, Kia also reserves quite good, but most people do not know there is a Kia K9 flagship sedan nothing. As for reliability, quality, Dongfeng Yueda Kia ranked first “J.D.Power 2019 China Initial Quality Study”, rolling a public Japanese brands. If you then move backwards five years KIA also J.D.Power regulars in the top five rankings of China Initial Quality Study, after-sales satisfaction survey. Therefore, the “technology-free Korean system of” it’s time to take a rest, its own brand half past one would really keep up.
family property is not only reflected in the technical, sales KIA also had a quite brilliant when in 2016 its annual sales reached 650,000 peak More than FAW Toyota, Guangzhou Honda, Dongfeng Honda, Guangzhou Toyota. So whether it is in production, sales network, or the ownership aspect, KIA has enough clout with the first-line joint venture brands Bai Bai wrist.
I always thought that Kia is in the country was underestimated, which it slowly have lined up a joint venture brand of Mo Liu, even forced to compete with its own brand. “There is no reason to love, there is no reason to hate,” Kia is undervalued, excusable.
Although Kia’s core technology is good, but the lack of blockbuster exclusive advantage. For example, from the public, consumers will think EA211, “golden combination of power” EA888 + 7DSG of; Speaking of Honda, consumers will think of VTEC; Speaking Buick, American consumers will expect luxury; Speaking of Toyota, consumers will think that close to the quality reliability of metamorphosis. So when it comes to Kia, what consumers think of it?
consumers can think about is “cheap”, while talking about their own brands, we also think of the “cheap”, which is probably KIA knot. Although the “cheap” really the word for the last few years Kia has won significant market share, but “cheap” impression seared in the minds of consumers. “XX Sambo, cable eight K5 Mai Rui Bao”, which is probably since then, Kia and two real fields, Volkswagen, Buick and other brands to draw a line.
technical reserves is good, but you can not blow out to consumers (xi) (nao); the fuel economy is good, but not the Japanese have done so extreme; reliability, quality is good, but not so well-known Toyota ; configuration and quality was okay, but no American car so kind. KIA in total domestic feel some underachievement, can not tell where the good, can not tell where the bad, and eventually to consumers pay only the price, this is very sad.
that “cheap” is not the advantage it exactly? On this point too dialectical perspective, the current domestic car consumption is still a great factor in the face, if a brand has always been “cheap” is known, it is essential that the “face” on no relationship. You can sell cheap, but you can not let my children down the surface, this is a science, and Kia enough in thoroughly.
such as Nissan generally cheaper than the two fields sold, but people are “moving large sofa,” Nissan owners and others can say I bought this car because of comfort, not because of price. But if you buy a Kia, and others say is to fuel-efficient, quality, configuration, that day, Ashkenazi, the US Department each are stronger than your place in the final analysis it is not that bad money. No way, this is the domestic ways of the world.
This is the first “wine is also afraid of deep alley,” obviously you can eat by the strength of Kia in the country but abruptly win on price of the hybrid joint venture brand, it is a little loss. Especially in today’s consumption upgrade trend is clearly everyone’s general increase in car budget, KIA attractive price also will be reduced, it is time to do something.
In fact, KIAAlso we recognized this problem in the past ignored the shape for the brand, and now to have it all make it up! That rebranding theme how determined? Yingzisashuang the CTCC whole new generation of Kia K3 has given the answer.
According to Li Feng, general manager of Dongfeng Yueda Kia Motors Description: Kia will re-branding, to solve a series of system problems before, to achieve a steady rise in sales. Next year, “sports, fashion” will be the theme of the spread of Kia models, and actively move closer to the younger consumer groups. Are set to take the Super Bowl championship of the CTCC, you can not exercise it?
on how to build young people like cars, KIA recently several products one knew quite accurate. Take 2.0, all are young dish just listed a whole new generation proud to run, the body color, LED lamps, 8-color interior ambient lighting, intelligent interconnect systems. Second-generation 1.5L Gamma engine + analog 8-speed CVT gearbox although they can not bring ample power output, but lower 100 km fuel consumption at the same level quite eye-catching, even pulling away from the Japanese competitive products. Most young people’s economic strength is not strong, watching sports, fashion enough, usually still have to plan carefully to live.
officially listed as next year a whole new generation of K5, KIA main models basically completed a large generation, can be called a force in recent years Kia Motors Products the highlight moment. Then for KIA, it is the best chance to catch up joint venture brands of major units. In the minds of consumers can enhance Kia’s brand value, are critical next year.
how marketing will KIA to sports, fashion, younger direction the upper abutment, is a not a small problem. But if this move to go well, it will make KIA benefit in the coming years. Although that is still cheap and affordable Kia Kia, but the reason for consumers to buy will no longer be a simple price factor, but the Kia brand fancy sports, fashion, young property, the face will no longer have any justified place.
It’s like you ask a person to buy a Volvo S90 Why not buy the same level of BBA, he BachengAnd you would say that he saw in the Volvo safety and environmental protection, as Volvo’s no wonder these two characteristics. But the real truth may simply be because the S90 T5 model has fallen below the 30 million people there, always give yourself the steps under.
to keep up with product and marketing, distribution channels should not be ignored. Two years ago a sudden case of cold sales may have let KIA dealer physically and mentally fatigued. Once people scattered, the team with the bad, stabilize the military for the current Kia is a priority.
In this regard, deputy general manager of Dongfeng Yueda Kia sales of the Minister – Cheng Chun-yuan said the future will be to make changes in channel inventory, sales assessment, business policy and new retail.
In terms of stock, currently has more than 400 KIA dealers, stock average depth of about 2 to 1.5 for the end, after years of steady at 1.5 or less. Sales assessment aspects, Dongfeng Yueda Kia sales market ability to adopt assessment methods, pull manufacturing, the dealer does not set sales targets, in order to assess market share based. Business policy, will increase the dealer’s fixed rebate, rebate accounting change reduced. The new retail will take into account sales model of the Internet, but in order to make and store the line segment, the main marketing vehicle and not a network marketing, or clear the old section of the library models worth trying.
“relax more effective than repression”, on this point, Toyota has made an example for Kia. Highlander, Camry and other models reason why prices continued to firm after the listing, because a large part of the Toyota dealer “laissez-faire.” Not blind dealers Yaku, dealers prevent loss Paohuo, the result not only let the dealer’s profit has improved, but also greatly enhance the car’s residual value, it can be said to be happy.
In addition to share a set of data in 2010, the sixth generation Camry has 2.5-3 million in cash benefits in the Shanghai area, and the eighth-generation 2019 Camry sales almost parity in the Shanghai area. Which in addition to the role of the force factor of product promotion, channel inventory, sales assessment, business policy and so should not be ignored.
this year’s Guangzhou Auto Show, Dongfeng Yueda Kia whole new generation of proud to run on the market, the introduction of “premium package” is the industry called a major marketing innovation. “Unfortunately, the premium package can not be patented,” Li Feng, general manager of Dongfeng Yueda Kia slightly sorry too, said. Indeed, in the past in addition to individual dealers launched the premium package, but there are few car companies provide premium packages for just the new car market.
Ash found by querying the official website, the new generation K3 has followed up the car the way premium package, I have to say this is the KIA on a bold marketing test the water, so that consumers more confidence, peace of mind. As for the channel, the premium package can effectively increase the amount of customers to shop, to the customer, car prices, dealers tripartite win-win results.
comprehensive solid technical reserves, upgrading and updating the product portfolio, targeted brand positioning, full of sincerity channel construction, innovative and flexible marketing methods, today’s Dongfeng Yue of Kia can say that everything is ready. But “never led, disease go away on foot,” KIA in the country’s rise can not be achieved, the sense was good products, marketing, channel, Dongfeng unsolicited.
back to the opening sentence, I have always thought that the Kia brand is underrated, on technology, on design, on quality, on the configuration, on cost-effective, in fact, Kia not bad. Kia is now aware of its shortcomings, plastic brand, stable channels to mention positioning, heavy marketing, quite a kind of “prodigal son,” the boldness of vision. You or your friends and family in the presence or absence of the owners of Kia, Kia Motors in their eyes what do you think how can we better get Kia collapsed?