However, the recovery of sales volume does not mean the recovery of Beijing Hyundai brand, because it is precisely because of the sales volume exchanged by the low-end product prices that Beijing Hyundai is currently positioned as a joint venture brand. With the launch of the 10th generation Sonata, the most important model of Beijing Hyundai this year, we seem to see that Korean cars are trying to return to the mainstream market. At the same time, in order to get rid of the low-end image of Beijing Hyundai brand, transformation is imminent. ?
So on July 3 1 day, Beijing Hyundai released a brand-new imported medium and large SUV-Parisdi without warning. Are there many question marks just by listening to the name? It doesn't matter, you just need to remember that Hyundai will return to the business of importing cars through this car.
I don't know how many consumers still remember that in the heyday of Hyundai's domestic development, in fact, in addition to Beijing Hyundai, it also launched an imported car business, and the sales channels and domestic cars were also independent and separate. At that time, the most representative models were imported Hyundai Shengda and Lawns Coolpad.
These two cars have enabled many domestic consumers to enjoy the cost performance of seven medium-sized SUVs imported from South Korea and the driving pleasure of entry-level rear-drive sports cars. At that time, Toyota Highlander was hard to find a car, and Subaru BRZ was not listed yet. Hyundai's product line in the domestic market can be said to be very rich.
However, the good times did not last long. With the increase of competitors' investment in China, especially the rapid rise of China brand, the living space of Beijing Hyundai has been rapidly tightened, and more energy has been devoted to domestic models, resulting in the dilemma of the lack of imported modern product lines. The withdrawal of modern import dealers has not sounded the alarm for Beijing Hyundai.
In order not to lose too much market share, Beijing Hyundai has launched many Chinese special models and new and old models sold under the same roof, which not only overlap in vehicle positioning, but also have confusing names. I don't know how many consumers, like me, can't tell the difference between Na Yue, Rena, Elantra, Atom, ix25, ix35 and Tucson. While the China brand has embarked on the exquisite route, modern products have become cheaper and cheaper.
Interestingly, in the same period, the development of Hyundai in North America and Europe was very strong, and the main models achieved good market performance at all levels, while Hyundai has basically become synonymous with cheap cars in the domestic market. ?
Therefore, with the appearance of the tenth generation Sonata model with a brand-new image, this imported SUV model released by Beijing Hyundai shoulders the heavy responsibility of changing the modern brand image. So what kind of car is the Paris di?
In fact, in the early years, Hyundai imported a flagship SUV Veracruz in North America. I don't know if you remember. The design of that car was very distinctive at that time. The 3.8L large displacement V6 engine and the price of 400,000 yuan also doomed it to be a niche model.
Parisi brought by Hyundai is also from the North American market, with the same awkward name and the same 3.5L V6 engine with large displacement. Although this will not be a mass-produced model, it is brave for Hyundai Motor and parisi to test the new import business.
In order to reduce the burden of dealers selling imported cars and the pressure of network construction, Hyundai's business of returning to imported cars will be carried out through the new retail model of official online direct sales and online direct sales stores. It belongs to the light operation mode, which does not affect the sales of dealers' existing models, and at the same time adds new choices for consumers. At the same time, it also lets consumers know that Hyundai can not only build these low-end cheap cars in the domestic market, but also build models as excellent as competitors and reshape the brand image.
Yes, Parriste is indeed a hot-selling SUV model sold by Hyundai in North America, while Toyota Highlander, Volkswagen Touran, Chevrolet Pioneer and brand-new Ford Explorer are all sold in North America. Since Hyundai can stand out from the fierce competition in overseas markets, it is logical for Hyundai to introduce it into China. What's more, seven medium and large-sized household SUVs are booming in the domestic market, and 3.5LV6 started. If the price is the same as that of a group of 2.0T four-cylinder competitors, it will also attract widespread attention, and the modern purpose will be achieved. ?
At the same time, Hyundai also put forward the marketing concept of "China first" through the release of Emperor parrish. As the name implies, Hyundai will gradually cancel or streamline the product layout in China, which chicken-ribbed models will be cancelled, and models that truly represent the strength of modern products will be introduced. For example, the brand-new Elantra, which has been unveiled overseas, uses the same design language as the brand-new Sonata, and has appeared in the declaration catalogue of the Ministry of Industry and Information Technology, and will be listed in the second half of the year.
At the same time, with the brand-new import marketing, the modern high-end luxury brand Genese will also return to the domestic market, and the plan of modern global new energy vehicles will also be promoted in China. If the time is ripe, it is not impossible to introduce the N series high-performance small steel guns sold in Europe into China. After all, even AMG has made A35L, which seems to be low-key. In fact, they have a panoramic view of the domestic automobile market. Therefore, a more targeted adjustment is bound to put the representative of this Korean brand back on track.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.