Sales only sold thousands in November? This Korean car is “cool”?

The city has been circulating a sentence Proverb: Get B-class vehicle to get the world. Throughout the models of the medium-sized car sales list, their respective brands also have excellent performance in terms of the total annual sales. For example, the Japanese Honda Accord, the Volkswagen of Germany, is the leader in the market. Even the American cars that have never been taken from the past two years, consumers have gradually improved their recognition, and only the Korean car is always “contributing” in the medium vehicle. Sales only sold thousands in November? This Korean car is “cool”?

The Korean car also deeply, so at the beginning of 2020, it brought about the representative of their own medium and medium-sized cars. Solita, hoping to borrow This opportunity to reverse the situation in the domestic market in the domestic market. After the modern full range of preheat, Sonata has a certain reputation in the market, which also makes it harvested to over 10,000 orders in the absence of official sale. In June, Sonata officially listed, the new car guide price is 16.18-2058 million yuan, compared to the Accord and Camry, which is 1,798 million yuan, the same as the Sonata, which is the medium-sized car, is actually playing a large Jedi When turned over, but I was smoked by a realistic.

When reaching 3,700 meters in August, however, in the peak season of “Golden Nine Silver Ten” sales, Sonata sales will not rise, short two During a month, I slipped from 3000+ level to 2000, and even sold 1471 new cars in November. I would like to know that as a new car listed less than half a year, such a bad market performance can basically Custom models defined as a failure, if you are developing this trend, Sonata is likely to become a “victim” competition in the medium-sized car market. What is the cause of Sonata does not have a loss of recall?

Differentiation Treatment

“Deciding” is very common in the Chinese market, more from the hands of joint venture brands, because the way to read car knowledge in the past is too scarce, more It is spread with “oral”, therefore, there are many joint venture brands entering China to “steal the work” in the place where consumers can see, so that profits maximize profits. However, with the popularity of network communication technology, consumers can deeply understand a car, if it is a global model, and even log in to the official website of foreign countries, compare key parts. In this influence, most of the joint venture cars should not be treated high in some key components, except for modern Sonata.

Recently, when the authoritative media disassembles the ten-generation Sonata, it has been unexpectedly discovered that the anti-collision beam and the US version of the model have Obvious difference, the former is a composite plastic, and the latter is high-strength steel. Is this possible to explain that modernization is treated?

Second, the ten-generation Sonata entering the domestic market does not carry a new 1.6T engine, but is a compressed cost, pull down Price, use its zoom cylinder reduction version, the displacement is reduced to 1.5T, the maximum horsepower is also reduced from 180 to 170, and also uses the notorious dry double clutch, know that the overseas version is equipped 8AT gearbox, the latter contrast the former, whether it is smooth or durable, dry double clutch cannot be compared with it.

There is no advantage

As mentioned above, the start prices of Sonata are compared with the German, Japanese and The middle-sized car of the United States is lower, and even if the entry model, the configuration is also satisfied enough to meet everyday use, so, the Korean car seems to have cost-effective. But this is not the case, because the competition in the medium-sized car market is extremely fierce, manufacturers are absorbing more consumers, and various promotion methods have ended an endlessness, and the cash offers are from the starting point. For example, Magotan’s all-in-one discount is 50,000, Junwei is 40,000, 2.0T entry model 170,000It can be started, so that Sonata so-called cost performance does not have any advantages in front of a large discount.

Modern brand influence and premium ability

Since Beijing’s modern main sales model is a compact car, The low-cost route leads to the increase in the status of the consumer’s heart, which in turn leads to a significant reduction in the brand influence and product premium, and the joint ventur is unfair, and even the independent brand does not put it in the eyes, so In the large-scale medium-sized car market, the failure of Sonata can be said to be unexpected.

Summary

, resulting in the factor of the Sonata sales, but more due to the price It does not match the brand’s current adjustment, resulting in a consumer remained to hold a coin. If the low-cost type price can come to 150,000, Sonata still has turned over the opportunity.