2019 Beijing Hyundai sold 686,390 vehicles, compared to 790,177 cars in 2018 fell 13.1 percentage, which fell in the joint brand is quite obvious, as compare to other brands of the joint venture, Dongfeng Honda sales grew 11.6 percentage, Guangzhou Toyota sales rose 17.6 percentage. , An increase of 0.5 percentage FAW-Volkswagen. Beijing Hyundai compared them decline is relatively large.
Although Beijing’s modern decline more obvious, but objectively speaking, the current Beijing Hyundai ranked 13 vendors in 2019 sales charts, the sales volume more than the Toyota Camry. So those who are bad-mouthing Korean cars can be the first stop for a while.
Although Beijing Hyundai 2019 sales results were good, but we have an objective understanding of the problems existing in modern Beijing. There are three main problem areas, one of the main marketing vehicle to rely on old models support. Second, high-end car sales slump. Third, the brand value remained low. To solve these three problems, the new generation 2020 Sonata is crucial upcoming.
Hyundai Sonata is the most important models in 2020
Sonata will be the 2020 Beijing Hyundai has put in a heavy vehicle, Sonata is also a global model, in addition to the Korean market and the Chinese market, also in the United States and many other countries around the world have sales. Currently the Korean market has been sold and will sell more than 100,000 Korean market in 2019, it became the best-selling mid-size car.
in the Chinese market, there is a certain degree of joint dominance in the car, own brand is not enough to compete in the midsize car market with a joint venture vehicle. 2019 Looking in the car the whole Chinese automobile market, Magotan, Passat, Accord, Camry these new models, sales are very good. The Sonata is charged with Beijing Hyundai car sales and enhance the brand value of the task, so the importance of self-evident.
Beijing Modern rely on the old model
In recent years modern car for the Chinese market a lot of models. These models are not the Korean market, for example, a new generation of ix35. The car is developed on the older generation ix35 chassis, installed a new exterior and interior equipped, the price into the $ 100,000 level.
Although this car’s price is high enough, but no matter interior appearance, workmanship or materials compared to the current market level of 100,000 yuan SUV or some bad, but compared to the advantages of joint venture as well as its rich configuration, consumers feel its price is still high, so sales in 2019. Hyundai ix35 is good, the average monthly 11200.
high-end vehicle sales slump
In addition, Beijing Hyundai there is a very large problem is the high-end sales of models in the doldrums. We all know that 2019 Hyundai introduced a new mid-size SUV modern Santa Fe, this car is the second development on the basis of the Korean version of Santa Fe, lengthened wheelbase, but the Big Three still very good. After equipped with a 2.0T turbocharged engine and eight-speed automatic transmission, this powertrain in the midsize SUV in its class is competitive, and Santa Fe for the Chinese market, increasing the wheelbase, the car the space is further increased, but the victory of the sales have been tepid, at the same level models, although the price is not high enough, but not as good as from a sales point of view has been the Highlander, crown Road, these joint brand midsize SUV.
poor sales of high-end models are detrimental to the brand value of Hyundai Motor, while Hyundai Motor sales model is the main Yuet, accept the low price of these models. These models are limited to less than 100,000 cost, often without a high sense of quality, giving the feeling of cheap, so give consumers the impression that Hyundai has no way fabricated high-end car. Over time, the value of the brand for the modern car is very unfavorable.
was the last straw Sonata Hyundai Motor?
Throughout China’s auto marketField, there are several changes in 2019, the first is to continue towards its own brand new energy vehicles and high-end automotive force, such as Geely Automobile independent geometric brand, specializes in the production and manufacture of new energy vehicles of the brand. WEY the Great Wall in 2019, sales reached 100,000. It can be said own brand is to continue to force the high-end market.
In terms of the joint venture car, 2019 Audi A4L, A6L in price. Audi e-tron, Mercedes-Benz EQC these new energy vehicles will be made in China, the luxury brand will compete in the new energy vehicles. In addition, the joint venture brands are constantly introduced cheaper models, like on FAW-Volkswagen’s 2019 Jetta brand, VS5, VA3 all of a sudden decline in the price range of the joint venture vehicle to 10 million or even lower, I think if Beijing modern keep Jetta competition, it is no longer a cost advantage.
So price is not a long-term plan to fight blindly long-term development of the brand, enhance brand value, is the development direction with good models.
Sonata as a “last straw” that has the advantage of. First, the Sonata is a global synchronization models. Secondly, the Sonata is a joint venture B-class car, and the price will be lower than that of victory, is expected to price around 15 to 23 million. Third, the Sonata platform, including interior materials, configuration, also reflects the high standard of its own brand of hard competition. Therefore Sonata if successful, will Hyundai Motor in China’s development, play a very good role in boosting.