200 points! ! ! Beijing Hyundai Motor Information has both advantages and disadvantages.

The following is my personal opinion, welcome to discuss with each other.

Let's start with Sonata. It is true that Sonata caught up with a good year at the beginning of its listing, and the automobile industry blew out. It can be said that anyone who knows how to build a car will buy it (the official car market only accounts for a small part of Sonata's sales, just like other cars of the same class, don't North and South Volkswagen, Honda and Toyota all sell official cars at the location of their enterprises? Is it too unkind for the author of the original post to talk about things with the official car? It is normal for Beijing to use Beijing Hyundai's official car and Shanghai to use Shanghai Volkswagen or GM's official car. Where is there no local protectionism in China now? Let's talk about it), in those two years, various car factories made a lot of money (without Sonata, there would be no Beijing Hyundai), that is, since then, many non-automobile industries have been drilling into the automobile industry, such as domestic enterprises Oaks (later delisted and filed a lawsuit), Bird, Lifan, Chery, Geely and so on, and now they are developing well. Foreign brands are also invading on a large scale, mainly in increasing investment in China, building new factories and investing more models. After three or four years' development, the competition in China's automobile industry has been quite fierce. Major car companies have brought the latest models to China for production. The competitiveness and sales of the old models declined normally. Sonata doesn't need any changes or upgrades, and the results are already very good. What more can you ask for? .

Besides Elantra, I think the China auto market should thank Elantra. Its appearance makes the sales price of this class of vehicles more reasonable, benefiting more consumers in China. Before the listing of Elantra, this level was the best in Excelle, 1.6 liter manual transmission149,800, 1.8 liter automatic transmission179,800. Don't be surprised, this is the price of Excelle at that time, and this price is in short supply. When Elantra went public, the price was 1.8 liter manual transmission156,000 yuan, 1.8 liter automatic transmission166,800 yuan, and the configuration was much higher than Excelle (by the way, the author of the original post, what is the configuration comparison between Elantra and Sonata in your article? None of them are of the same class, and there is no comparability at all. I really admire you, don't talk nonsense if you don't understand), Elantra sold well at that time because of its high cost performance, which made the cumulative sales in the year of listing exceed 65,438+million, beating Excelle to become the sales champion at this level. It was precisely because of the great attraction of this level of automobile market at that time that major manufacturers rushed to enter. Familia, 307, Fox and Yida Tiida were all fighting for configuration and price. Today, the highest price of Elantra dropped from 166800 to 146438+0800, and the highest price of Excelle dropped from 65438. I also want to ask the author of the original post how long has Jetta been produced in China? It's been almost 20 years, and production has been stopped abroad for a long time. Sagitar is the latest generation of Jetta, the previous generation is Bora, and it runs in the family can only appear in China. And it is no exaggeration to say that any enterprise or even a small workshop can now produce Jetta accessories with low cost and technical content. Can you see Jetta with a collapsed ass all over the street? ) The appearance is not competitive. The only advantage is that the leather is durable and the maintenance cost is low (you can hardly find his original accessories in the auto repair market). Who will buy this old model if it doesn't sell for 70 thousand Elantra production 10 can still sell 70 thousand without replacement, but is it meaningful? Do you think FAW-Volkswagen will be happy that Jetta can still sell more than 10,000 vehicles a month (it is said that in April, it was19,000 vehicles, accounting for half of FAW-Volkswagen's sales)? Its profit is already quite low, and there is almost no income from after-sales parts. I don't think people in FAW can be happy. At most, they are just a touch of scenery on their faces. After all, without profit, enterprises will not develop stably for a long time. In my opinion, the pursuit of profit and development without taking appropriate measures is the main reason for the decline of Beijing Hyundai's sales volume, which will be further analyzed later. Let me talk about the second generation of hippocampus. Pay attention to my words. It is not Hainan Mazda 323, because it is already an independent brand, even if it is just a different shell. After switching to an independent brand, at least the so-called technology transfer fee will be saved. And the cost reduction will give it room for price reduction. After switching to the sea carriage logo, consumers will definitely have some doubts when considering buying a car. After all, it is not Mazda as before, which makes people feel that it has dropped by a grade, and price reduction competition is inevitable, but I don't know how his profit rate is. I hope it doesn't just earn face like FAW. So don't compare Jetta with HNA Mazda 323 and Elantra. Excelle is Elantra's opponent. Speaking of which, I really admire GM. In the case of excelle's hot sales, it quickly launched excelle HRV and travel money, expanded the product line, enhanced the vitality of excelle, further enhanced the influence of excelle brand and ensured the long-term success of excelle. General marketing methods are really worth learning. The decline of Elantra's sales volume has a certain relationship with its single product line. Although the five-door Elantra was launched this year, it is not much different from the sedan Elantra in appearance, interior, length and weight, and it is not as small and fashionable as Excelle HRV. (I have to ask the author of the original post. He said that the sales price of the five-door Elantra was nearly 20,000 yuan higher than that of the sedan, and he was responsible for his remarks. It is a 1.6-liter manual luxury model, a sedan Elantra is 1 1.48 million, and a five-door Elantra is1.1.80 million. ) And personally, it seems that the five-door car is not suitable for the China market at present, and it is better to be a pure hatchback. Like Excelle HRV, after removing the butt, the weight of the car is reduced a lot, and the corresponding fuel consumption is lower (which is very important in the current high oil price), and the car price can be cheaper. What's more, consumers are young, fashionable and practical, the hatchback is smart and convenient, and commuting is enough. How high can the utilization rate of the trunk be? I think this is the reason why domestic consumers begin to choose hatchbacks more, and with the gradual maturity of the domestic automobile consumption market, the sales of hatchbacks will further increase. At present, the sales volume of hatchbacks in Europe accounts for about half of the total sales volume, while in China it is only about one fifth. Another reason for the decline in sales of Elantra is the introduction of 07 Elantra, which reduced some configurations and kept the price unchanged. It's true to push a new car, but if you don't lower the price or even raise the price (the old Elantra used to offer a maximum discount of about 654.38+0.5 million, but now it seems that it only offers a discount of about 6 thousand, which should be to ensure profits), then China consumers will not buy it. At present, the common practice in the industry is to increase the allocation of new cars when they go on the market, and the sales price is the same as or even lower than the original to maintain their competitiveness. The appearance of 2007 Elantra is mainly reflected in the fact that the basic model has changed from the previous aluminum alloy wheel hub to the current steel wheel hub. It may be said that the basic models of other competing models, Excelle and Yida Tiida, are also rims. Our Elantra is competitive at the same sales price as the configuration. Then you are wrong. Most consumers will not compare the 07 Elantra and Excelle horizontally, but only compare the 07 Elantra and the old Elantra vertically (this may be one of the immature performances of the current China automobile market? ) Your equipment is less than before. Why don't you lower the price? At that time, Elantra's success depended on high cost performance. Now, by comparing competing models, in order to reduce costs, ensure profits, and reduce to the same configuration as others, and the price is not much different, the competitiveness naturally declines, and the decline in sales is inevitable. Others feel that the 2007 Elantra is not very successful: the rear bumper has been changed very well, and two more popular reflectors have been added to make the whole car heavier. I dare not compliment the changes in my front face. I don't feel as good as before. How can I look like Li Xia? Of course, I think it is a good attempt to add dark interior models to 07 Elantra, which increases consumers' choices, although the light interior looks warmer and more in line with China people's introverted personality. You can't help getting dirty after using it for a long time, and it's ugly and not easy to clean, so you need to maintain it often, but it also costs money. Dark interior should be the future development trend. With the gradual maturity of the market, the market share will become larger and larger. Let's talk about Yuxiang again. Its sales are really bad, but the car is really a good car. I know everything that has been opened, so I won't say much here. Personally, I feel that poor sales are mainly due to brand and interior and exterior design. It is difficult to make up for the brand disadvantage in a period of time. With the same configuration, Yuxiang is more than 20,000 yuan cheaper than its competitors. Even so, sales have not improved much. This is the case with the domestic competition for official vehicles of more than 200,000 levels, and the high cost performance has little impact. Unlike the level below 654.38+10,000 or even 654.38+00 ~ 654.38+05,000, consumers don't pay so much attention to brands, and they are mainly economical and practical. The commercial vehicle market of more than 200,000 yuan is different, which is a matter of face for consumers in China. Brand is very important. On the basis of the brand, the appearance must be atmospheric. Personally, I feel that the success of domestic Camry has a lot to do with its design. Its front face design is impeccable, which is very in line with the taste of Chinese people. Known as Camry Asia Edition by Toyota (Toyota launched North America Edition in the United States). If the North American edition was imported from China, it would not sell as well as it does now. If you are interested, you can go online to see the appearance of the new Camry in North America, which is purely a family car designed for Americans, which leads to why Yuxiang sells well in North America. One reason for the poor sales in China: In the United States, Yuxiang Camry Accord competes in the field of private cars, which is practical value, not the face problem in the field of commercial vehicles in China, so Yuxiang has lost the appearance of its competitors in the official car market in China (although the appearance of the 07 Yuxiang has changed a little: the front radiator grille has been changed from a single lane to a three-lane lane lane, which is heavier than before; Then the headlights were replaced by the more popular silver, which is more crystal clear; Change the name back to Sonata and continue the brand influence. A lot of efforts have been made and some results have been achieved. Interior design: My favorite in the center console is the Accord, which feels like sitting in a space capsule. Anyway, this is the first time I've sat in it, hehe! I don't like Yuxiang's center console. The CD player and the dashboard are not harmonious, like being embedded in the dashboard, and it feels like it doesn't belong to this dashboard. There is also the design of the air conditioning panel like a smiling face (personal feeling, hehe, you can observe it if you are interested). I think this design is ok for the private car market in North America, but it is not heavy for Yuxiang in the domestic competitive official car market, lacking business flavor, and it has dropped a grade (although there are some changes in the interior of the 07 Yuxiang: in order to adapt to the trend, peach wood interior has been added; And also launched a dark interior for everyone to choose from, winning a part of the market). Compared with the comprehensive design of indoor and outdoor decoration, the Japanese should do more market research in this respect. They are too familiar with the consumption psychology of consumers in China and China and what kind of cars China people need. This is worth learning from all manufacturers (this is not to say that I agree that Japan only pays attention to appearance, not to internal quality, but to say that it is very important to learn more about design and marketing, and to sell a good car at a good price and a good sales volume). With the increasingly fierce competition in China's automobile market, consumers' attention to brands will not only be limited to mid-to-high-end models, but also gradually extend to lower-level models. In the future, the test of China automobile market to Hyundai and other automobile manufacturers will be more severe. Modern overseas strategy (high allocation and low price) needs to add China characteristics, because this is the China market, different from any other market, and it is not the China market recognized two or three years ago. There are still many things to be done to succeed in the China market.

What's the status quo of accent? I think it should be the result of free market choice. When it was launched, it was aimed at competitors such as VIOS and Fit. Compared with these two cars, the price set at that time was very competitive, and the four-wheel disc brake was unique at that level and won a lot of attention. But I personally think that consumers don't see it this way, nor do they compare it this way. More consumers' impression of Beijing Hyundai should be the high cost performance of Elantra. They think that the Accord is one level lower than Elantra and the price should be cheaper (as mentioned earlier, consumers only compare vertically, not horizontally), so it was sought after by many consumers before the car was priced. As soon as the price came out, countless people returned the order. 1.4 liters automatically marked the price 104800. You know, at that price, you can buy the Elantra 65,438+0.6 liter automatic comfort model at that time (if you have any questions, you can check the price of Elantra at that time). The same price is automatic transmission. Why not buy a more advanced Elantra, with a 0.2-liter impact? I think this is also the main reason why more consumers did not choose Accent at that time. Setting such a price makes consumers feel like 1.4 liter Elantra. Yazun and Elantra did not open the gap of consumers' imagination at all. The decline in sales led to the "price reduction door" a few months later, which was another blow to Beijing's modern brand image. Speaking of "price reduction", I feel that Beijing Hyundai is quite unfair. At that time, other manufacturers basically declined in secret (the price of 4S stores was favorable and the guide price remained unchanged), while Beijing Hyundai declined (the official guide price was lowered), which made many consumers point all their spearheads, attention and dissatisfaction at Beijing Hyundai (I think it is quite unfair anyway). Closer to home, the reason for the further decline in sales of 07 accents is similar to that of 07 Elantra. By comparing competing models (style and fit), the 4-wheel disc brake is changed to front disc and rear drum. (I won't elaborate), the price remains the same (I always think that the price of Yayin is on the high side, but in fact it is only because of its high cost, so the purchasing department should have a say in me, right? ), where will consumers buy it? Of course, Accent launched four new models in 2007, which further subdivided the market and increased consumers' selectivity and pertinence. But compared with the shortcomings mentioned above, these are still far from enough.

Finally, talk about Tucson. Since its listing, Tucson has been walking steadily with its fashionable appearance, high cost performance, one step at a time (increasing the manual fashion type and the two-wheel drive automatic comfort type one after another), and can achieve its current sales volume (the sales volume in April is close to 4,000 vehicles, which is not to be compared with Elantra, indicating its dominance in the domestic SUV field). Before Tucson was launched, this level was only Honda CRV and Mitsubishi Outlander. With its brand advantage and good positioning, CRV can be said to be a complete victory over Outlander (personally think that Outlander's shape design is too advanced and too individual), and it is unique in the middle and high-end SUV market. The launch of Tucson has a great influence on it. I think the main reason is the high cost performance. As the author of the original post said, there are no competitors at this level (GM is going to launch an SUV of this level to fight Tucson and CRV). Whoever has a good product and a reasonable price will be chosen, and the brand factor has little influence, thus Tucson has won the favor of the market. The new CRV launched recently is another test for Tucson. Compared with the old model, the shape and interior design have been greatly improved and are very competitive. And I feel that the 2.0 and 2.4 displacements provided by CRV are more suitable for the market. I feel that Tucson's highest configuration of 2.7V6 is a bit high. After all, most consumers who choose this SUV model are private users (only a few enthusiasts like large displacement), and fuel consumption is definitely a problem. 2.4 The displacement should be sufficient. I wonder if Yuxiang's 2.4 engine can be transplanted to Tucson in the future (personal theoretical knowledge is limited, just a simple idea)? If successful, I think Tucson's sales will further increase. By the way, I think it's a waste to buy Tucson without modification. I don't know if you have seen Tucson with a big encirclement. My feeling is just too perfect, too beautiful. 4S stores should really publicize this aspect when promoting Tucson, which is a big advantage of Tucson.

Some suggestions and opinions are added to Beijing Hyundai's new cars in the future (including brand-new models and modified models): there is no need to pursue global simultaneous listing or anything (Yuxiang felt a little hasty when it was launched, of course, the market at that level was still very attractive at that time), and it is necessary to do market research for more than half a year, deeply study the current consumer psychology and future development trend of China consumers, and provide appropriate configurations (it is necessary to avoid the practice of reducing configurations when changing models in the future, but only increasing them).

Due to the limited time and energy, I have written here temporarily, and I still have a lot of thoughts on the opinions put forward behind the original post.