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Recently, imported modern luxury sedan Jie Ens officially listed in Beijing. Compared with the previous generation of products, Rains, as a modified model, has a lot of changes from the inside out. Hyundai Motor does not disguise its expectations and goals for this new C-class car. Cui Chengqi, president of Hyundai Motor Co., Ltd., said: "Jens, which Hyundai Motor launched in the Chinese market, is a strategic model with a brand image."
In order to highlight the determination to break into the high-end car market in China again, Hyundai Motor will lock its competitors to BMW 5 Series and Audi A6L, which means that Hyundai Motor intends to make Janes make up for it. The first generation of products, Lawns's "unwillingness to pay". However, in the increasingly competitive C-class car market, even if the company has been "reborn," it is still a challenge to break through and enhance the brand image of Hyundai Motor in China.
New car to help the brand break through in 2013, Beijing Hyundai's annual sales exceeded 1.03 million, becoming the third domestic single-brand production and sales of over one million car companies, but in the face of the Chinese high-end car market still not able to gain some, Hyundai Motor It is inevitable that "the heart is unwilling." Therefore, in 2014, which is still developing its core business in China, Hyundai Motor will introduce Jeans to China and seek to break through in the C-class market.
As the second generation of the imported model, Lawns, Hyundai Motor has made great efforts in the transformation of the company. From design to powertrain to after-sales service, Hyundai has added a lot of new content to the car. “I believe that Janes can bring touch and satisfaction to Chinese consumers. At the same time, the launch of Jenns is also an important opportunity to showcase the high-end brands of modern cars to Chinese consumers and enhance their brand image.†Cui Chengqi admits that Jens Representing the high-end brand image of Hyundai Motor, Hyundai Motor expects it to become a new benchmark for high-end cars in the Chinese market.
But in fact, the difficulty of modern becoming a benchmark is likely to be enormous. On the one hand, Hyundai Motor has once again interpreted the “modern speed†in the Chinese market in recent years. The highest sales volume of the eighth-generation Sonata, Mingtu, ix35 and other models listed in 2013 exceeded 10,000 units, but such results stopped at SUV. And the B-class car, Hyundai's brand seems to have never really broken through the Chinese C-class car market. Whether it is imported Yazun or imported Lawns, it has always been unknown in the market segment; on the other hand, Jens's At the beginning of the listing of Lawns, Hyundai Motor's benchmarking models were the Crown, BMW 5 Series, Audi A6L and other popular models, but the results were completely unsatisfactory. In this context, it is inevitable that Jens will face more challenges and challenges.
Second time to play C-level "Red Sea"
Despite this, it is a must for Hyundai Motor to continue to break through the Chinese C-class car market. After 2013, the sales volume of Hyundai Motor in China has approached its capacity limit, and Beijing Hyundai has also been hindered in the strategic advancement of “D+S†(medium-high-class car + SUV model). Therefore, in the eyes of the industry, Hyundai Motor will further enrich its product line in the form of imported cars, which will not only help to enhance the brand, but also not increase the burden of production capacity. For the development of Hyundai Motor in China, it can be called It is a step to attack and retreat.
The person in charge of Hyundai Motor also said: "With the listing of Jens, Hyundai has further improved its product line in the Chinese market. As a high-end model of Hyundai Motor, since the previous generation of products, Lawns entered the Chinese market, It has always shouldered the heavy responsibility of enhancing the brand's luxury image and customer satisfaction. This time, the introduction of the more advanced and higher-end Jiens into the domestic market fully demonstrates the determination of Hyundai Motor to deepen this market."
It is reported that Hyundai Motor has locked its competitors into the best-selling C-class cars such as the BMW 5 Series and the Audi A6L, which is exactly the same as the benchmark model when Lawns was listed in 2008. However, according to the latest data, in July this year, the sales of the top two Audi A6L and BMW 5 Series, which accounted for the top two C-class cars, were 12,300 and 11,500 respectively, while the two models were regarded as competitors’ Raun. Sri Lanka has always been "depressed." Obviously, in addition to the heavy responsibility of the previous generation of models to break through the C-class car market, Jenns has also shouldered the burden of making high-end models of Hyundai Motors proud.
In fact, Hyundai Motor does not understand the actual situation of the current "divine and enemy disparity". The reason why it insists on challenging the two models at the top of the market segment, Hyundai has its own considerations and confidence. In the eyes of the industry, from the point of view of products and prices, Janes is indeed no worse than other C-class cars, and even has a higher cost performance, which is the basis for Hyundai Motor to break through the C-class market again. On this basis, Hyundai Motor hopes that with its futuristic product design and comprehensive technology configuration, Jens can inject fresh vitality into the increasingly sturdy domestic luxury sedan market, and let consumers in the European and American cars full of luxury cars. More diversified choices are made in the market.
However, the automakers with such an idea are not only Hyundai. In recent years, under the background of domestic consumption upgrades, national auto brands have introduced high-end models or luxury brands. As one of the fastest growing market segments, the C-class car market has long been a “red seaâ€. In this field, the most important advantage that Hyundai Motor originally relied on was the “chicken ribâ€. The brand image that it has established in China for many years seems to be far removed from the word “luxuryâ€.
From this point of view, before the confrontation with the Audi A6L, BMW 5 Series, and Toyota Crown, Cadillac XTS and other C-class cars, the biggest enemy is always their own, and it is also the brand bottleneck that Hyundai Motor has been difficult to break through. How to balance the cyclical dependence of "chicken eggs, eggs and chickens" between high-end models and sales is one of the main problems that Hyundai Motor will face in the future development in China.