Will the burden of Beijing Hyundai's overcapacity be reduced?

On May 27th, it was reported that Li would invest 6 billion yuan to take over the first factory of Beijing Hyundai Shunyi Base, and build a digital and flexible intelligent manufacturing factory based on its workshop and land.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 688 " img _ width = " 1280 " data-src = "//img q6 . q578 . com/ef/053 1/7 1 5cca8e 3cbbb23a.jpg "src ="/a2020/img/data-img.jpg "> It is reported that the factory will hand over the dismantled equipment before the end of the year, which means that Li will officially take over in the second half of the year. Moreover, after Li takes over the factory, he will carry out research and development of key technologies such as complete vehicles, core components and autonomous driving, and support a team of more than 2,000 scientific and technological talents such as autonomous driving, artificial intelligence, big data and industrial Internet. It is planned to put into production in 2023 and the industrial output value will be 30 billion yuan by 2024.

Neither Beijing Hyundai nor Li confirmed the news that "Beijing Hyundai has transferred the first factory of Shunyi Base".

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 622 " img _ width = " 1200 " data-src = "//imgq 6 . q578 . com/ef/053 1/ae72b 1 83ac3880b9.jpg "src ="/a2020/img/data-img.jpg "> However, judging from Li's actions in recent months, the rumors of factory transfer are not groundless.

According to public information, on April 9, 20021,Beijing Li co., ltd was formally established with a registered capital of 654.38 billion yuan, and Li's co-founder Shen Yanan was the legal representative. Its business scope is: manufacturing new energy smart cars, new energy smart car modified cars, new energy car mobile charging cars, container dump trucks, new energy feeder cars and new energy smart car powertrain systems.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 734 " img _ width = " 1280 " data-src = "//imgq 6 . q578 . com/ef/053 1/e 9684 f 2 14274878 e . jpg " src = "/a 2020/img/data-img . jpg " >； It is worth noting that Beijing Li Co., Ltd. is located in Zhongguancun Science Park, Shunyi District, Beijing, only 14 km away from the first factory of Beijing Hyundai Shunyi Base, and its geographical location is particularly close.

At the same time, many media in the industry also mentioned in their reports: "Recently, Li's staff often visited Beijing Hyundai No.1 Factory."

If the above news is true, it will undoubtedly be another heavy blow to Beijing Hyundai.

Indigestion ability

At the end of 200 1, Beijing Hyundai No.1 Factory was officially put into production. In April, 2004, the second phase renovation project of the factory was completed, and Beijing Hyundai completed the leap from 50,000 vehicles to 6,543.8+0.5 million vehicles per year.

Since then, in order to meet the increasing sales volume, Beijing Hyundai began to expand its production capacity in China, and successively invested in four new factories in Shunyi, Beijing, Cangzhou, Hebei and Chongqing, with an annual production capacity of 6,543,800+0,650 vehicles.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 960 " img _ width = " 1280 " data-src = "//img q6 . q578 . com/ef/053 1/4 F9 d 55 dcb df 7 f 1 9b.jpg "src ="/a2020/img/data-img.jpg "> However, what is even more embarrassing is that while the production capacity has increased substantially, the sales volume of Beijing Hyundai has started to decline. In 20 17, after more than ten years of growth and four years of sales exceeding one million, the "modern speed" of Beijing Hyundai came to an abrupt end.

According to public data, from 20 17 to 2020, the sales volume of Beijing Hyundai was 80160,000, 746,000, 703,000 and 502,000 respectively, with year-on-year declines of 27.8%, 8.6%, 5.7% and 28.7% respectively, and it was also ranked in the annual sales volume of domestic car companies.

From 202 1, the modern decline of Beijing remains the same. The data shows that the cumulative sales volume of Beijing Hyundai from June 5438 to April this year was 127659 vehicles, down 39.59% year-on-year, which was only equivalent to the sales volume of China brand passenger cars of Changan Automobile in April.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 700 " img _ width = " 1200 " data-src = "//imgq 6 . q578 . com/ef/053 1/4 ee 8 a 45d 1b 17d 7 e 0 . jpg " src = "/a 2020/img/data-img . jpg " >； Based on the sales volume of 746,000 vehicles in 2065,438+2008, the idle rate of Beijing Hyundai in that year was about 55%. On the one hand, it is a huge production capacity, on the other hand, it is a declining sales volume. "Reducing production" has become the best plan for Beijing Hyundai.

2065438+200965438+1On October 23rd, it was revealed that the No.1, No.2 and No.3 factories of Beijing Hyundai would lay off 2000 people, and planned to stop production in No.1 factory. Since then, with the continuous fermentation of the shutdown, Beijing Hyundai has given a response that "the factory was permanently closed not because of the sharp decline in domestic market sales and serious overcapacity".

What's even more embarrassing is that in the four years of declining capacity utilization, Beijing Hyundai has suffered losses for three consecutive years, and parts suppliers have gradually got rid of the single network and found another "new love". In the industry's view, how to sell idle capacity, recover investment and reduce losses is an urgent need for Beijing Hyundai.

It is worth mentioning that another source said that the land use period of Beijing Hyundai No.1 Factory is about to expire. "According to the agreement signed by China and South Korea, the lease term of the first factory in Beijing is until 2022," said a person familiar with the matter.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 854 " img _ width = " 1280 " data-src = "//imgq 6 . q 578 . com/ef/053 1/a7ce 43 f 1 add 9 f 8 13 . jpg " src = "/a 2020/img/data-img . jpg " >； In this case, it is a good strategy for Beijing Hyundai to "transfer" the first factory to Li.

When will the rout end?

Facing the increasingly embarrassing market performance, Beijing Hyundai did not give up "self-help".

In 20 19, Beijing Hyundai launched "HSMART+ strategy", trying to create a new image of science and technology brand in all directions.

In terms of products, in 2020, Beijing Hyundai also accelerated the layout speed, and successively launched the 10th Sonata, 7th Elantra, New Hyundai ix35, New Fista and other brand-new models based on the 3rd generation i-GMP platform.

However, contrary to expectations, the launch of a number of brand-new models did not stop the decline of Beijing Hyundai sales. Statistics show that the cumulative sales volume of Beijing Hyundai in 2020 is 502,000 vehicles, down 28.7% year-on-year. Among them, Fista's sales volume decreased by 58.5%, ix35 decreased by 47.8%, Mingtu decreased by more than 465,438+0%, and acceptance decreased by more than 25%, all of which were basically in a "rollover" state.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 600 " img _ width = " 800 " data-src = "//imgq 6 . q578 . com/ef/053 1/93e6e 0 1 F4 be 5e 82 f . jpg " src = "/ A2020/img/data-img.jpg "> 2021year, the performance of Beijing Hyundai has not changed under the background of obvious overall recovery of the automobile market. The data shows that in April, the sales volume of Beijing Hyundai was only 3 1328 vehicles, down 15.47% from the previous month, and the cumulative sales volume in June-April was 127659 vehicles, down more than 39.5% year-on-year. In terms of specific models, except for the seventh-generation Elantra and ix35, which can barely be regarded as "mainstream" models, other models are basically marginalized.

Take the tenth generation Sonata with high hopes as an example. From July to June, 65438+February, 2020, the sales of the 10th Sonata were 3304, 3664, 2882,19,16, 147 1,1respectively. In other words, the sales of the 10 Sonata in the first six months were not as good as the Accord. In April this year, the 10th Sonata only sold 765,438+09 vehicles.

Compared with the fuel vehicle market, Beijing Hyundai's performance in the new energy market is also quite worrying. The data shows that the cumulative sales of the leading PHEV, Onsino pure electric vehicles and Fista pure electric vehicles in the first four months are only 375, 56 and 89 respectively, which is far from the mainstream models in the market.

In addition, the previously launched Mingtu pure electric version is another "oil to electricity" model. It is not difficult to guess what will happen to the car under the situation that a group of new car-making forces and traditional car companies continue to exert their strength.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? "img _ height =" 852 "img _ width ="1280 "data-src ="//imgq6.q578.com/ef/0531/6D6216DFd69E3.jpg. At present, the position of Beijing Hyundai in China market does not match that of Hyundai Motor in the global market. The sales volume of Hyundai-Kia Group has remained in the top five in the world, and the sales volume of electric vehicles will rank fourth in the world in 2020, but there is still a big gap between Beijing Hyundai and Hyundai Motor. Fan Jingtao, deputy general manager of Beijing Hyundai, said during the 2020 Shanghai Auto Show.

In fact, there is no need to repeat why Beijing Hyundai is in such a situation. For Beijing Hyundai, the most important thing is not to find problems repeatedly, but how to solve them.

/kloc-In April, 2005, Hyundai-Kia put forward at the strategic conference of "Leaping Forward, Better China" that it would speed up brand transformation, be more localized in R&D, services and products, and speed up the layout of electric vehicles and hydrogen energy technologies.

Automobile Grand View What signal did Beijing Hyundai Shunyi Factory "change owners" release? " img _ height = " 562 " img _ width = " 929 " data-src = "//imgq 6 . q578 . com/ef/053 1/ 1 BC 44 ebe 3 ad 539 c 3 . jpg " src = "/ A 2020/img/data-img. jpg "> At the same time, according to the planning of Beijing Hyundai, 202 1 year will be a year for its brand to get out of the trough. In Fan Jingtao's words, this is a year of "tackling key problems and improving in all directions". "In terms of products, following the new generation of famous maps, pure electric version of famous maps and the fifth generation of Tucson L, Beijing Hyundai will also launch the first MPV and E-GMP electric exclusive pure electric vehicles this year.

202 1 is still a great year for products, but if we can't find the right positioning, reverse the brand image and win the recognition of the market and consumers, then Beijing Hyundai will continue to be marginalized in the decline of sales.