In 2022, Beijing Hyundai celebrated its 20th anniversary. After the 20th anniversary, how did the brand that once created "modern speed" sweep away the haze and return to the peak?
On the first day of Guangzhou Auto Show on February 30, 65438, Qi Xiaohui, deputy general manager of Beijing Hyundai, gave her ideas.
At this Guangzhou Auto Show, Beijing Hyundai's new Tucson L 8AT model was officially unveiled, helping Beijing Hyundai's product structure move up. In addition to the upward product structure, according to Xiao Xiaohui, starting from next year, they will also use efforts in the field of new energy to help increase sales.
Specifically, in terms of pure electric vehicles, from 2023, Beijing Hyundai will start to launch exclusive EV vehicles in the China market. In the next three years, it is planned to launch 4-5 pure electric vehicles, and strive to achieve an annual sales volume of 200,000 electric vehicles and become the "leader" in the joint venture brand electric vehicle market.
In the hybrid field, it is estimated that by 2025, the whole line of products will be mixed, and a hybrid product matrix of 1 MPV model, 2 cars and 3 SUV models will be built to maintain the annual sales volume of about 300,000 hybrid products.
This year1-1month, Beijing Hyundai sold a total of 248,000 vehicles, which is still in a downward trend. In this regard, Qi Xiaohui said that in addition to being affected by the epidemic, there are also reasons why Beijing Hyundai actively adjusted its product structure. Next year, with the promotion of a series of adjustments, Beijing Hyundai's sales goal is to achieve positive growth and outperform the market trend.
The following is an interview record:
Automobile production: 2022 is the 20th anniversary of Beijing Hyundai. This year, Beijing Hyundai made many adjustments in organizational structure and product structure, and made some achievements. But in recent years, the advantages of the whole joint venture brand, especially Korean cars, are no longer obvious. What do you think of this situation? How does Beijing Hyundai plan to break the game and return to the peak of Korean cars in the future?
Qi Xiaohui: At present, first of all, the fuel vehicle market is going downhill, and the entire joint venture vehicle companies are feeling the pressure. Second, joint venture car companies may be more cautious and cautious than their own brands in the electrification layout. In fact, technically speaking, joint venture car companies started earlier, but it takes a long certification and research and development cycle for joint venture car companies to launch new technologies. One is to consider the stability of quality, and the other is the degree of market acceptance. It also depends on our systematization, cost control ability and the operation of the whole supplier manufacturing system, so it takes a long time.
The layout of modern cars in pure electricity and hydrogen energy is relatively early. In the field of hydrogen energy, modern auto start is earlier and its technology is more advanced, but there is no basic layout support in China at present, and we will gradually promote it. At present, we have a hydrogen battery factory in Guangzhou that has been put into production.
In the field of pure electricity, like the modern brand of pure electricity, Ainikun has a certain reputation, sales volume and influence in the world, and its market share ranks second after Tesla in the United States. Therefore, the product layout and technical reserve of modern automobiles are still relatively advanced.
It's just that the domestic level of intelligence is developing rapidly, which is not bad compared with the international level. The pure electricity market is so big. If the first entrants occupy a certain share, the later entrants can make the market bigger together, but it is not realistic to take the market back to what it was ten years ago.
Automobile sankei: You just mentioned that Hyundai Group has a lot of reserves in new energy technologies and products, and Beijing Hyundai will also launch brand-new electric vehicles next year. So in terms of marketing, what kind of play will we have? At present, in the field of new energy, it can be said that consumers' minds have been occupied by independent brands, and joint venture brands no longer seem to have the previous brand advantages.
Qi Xiaohui: For Beijing Hyundai, the first thing we have to do is to focus on the product side and create younger products. The age groups of major consumers in China automobile market are decreasing, and the demand for younger products gradually covers all market segments, paying attention to the practicality, efficiency, intelligence and experience of products. In this activity, the brand-new Fista N series and the fifth-generation Tucson L 8AT were listed. These two cars are very suitable for young people's car purchase choices, with high-quality and high-performance competitive advantages, and also meet young people's preferences in intelligence, sports, design and power.
At the same time, it will also strengthen innovative marketing measures, just as Beijing Hyundai takes the 20th anniversary as an opportunity to seize the opportunity of the World Cup, marathon and other large-scale events, realize emotional shock with consumers with passionate sportsmanship, attract more young users, and generate buzz with young groups.
Finally, of course, we must strengthen the user activity experience. For example, we will hold some parent-child interaction activities this year to make the family * * * * *; Continue to organize the the glory of the king National User Competition in the first quarter of 2023 to activate the passion of e-sports; Organize different kinds of outdoor activities for lovers with different interests to enjoy. Even held a series of theme activities such as modern carnival activities, concerts and camping conferences to "play" with young and trendy users.
For example, Elantra, at present, more than 70% of users are young users under the age of 34, which is still relatively recognized by young people. Our brand marketing is also about interacting with young people. For example, sports marketing is a direction we insist on, creating brand marks, including the just-concluded World Cup and the marathon we have been doing.
Automobile sankei: As you just said, Elantra has a good momentum recently. But on the other hand, it is also quietly determining the sales trend of Beijing Hyundai, which obviously has its own advantages and disadvantages. In your opinion, what kind of product sales distribution of Beijing Hyundai is more reasonable?
Qi Xiaohui: For Beijing Hyundai, there are actually two core products, cars and SUVs.
In terms of cars, one is hua dan Elantra, and the other is the 10th generation Sonata. The Fista N-Series, which was just launched in June165438+1October this year, is the beginning of Beijing Hyundai N-Series high-performance car entering the whole China market, and it is also a very popular high-performance car, which is very personalized.
Elantra is the main force in cars. In fact, in addition to the SUV, we also have the fourth generation of Shengda travelers, Tucson L hybrid, brand-new ix35, and the sales volume is also good. Including the fifth-generation Tucson L 8AT, which we just listed in August this year, was also exhibited at this auto show. This car was launched to meet the needs of users, so we launched the 8AT version in combination with the needs of users.
Automobile sankei: You just focused on the current fuel vehicle products, so what are our future plans and goals for new energy vehicles?
Qi Xiaohui: For pure electric vehicles, we are accelerating the introduction of the world's best-selling brand of pure electric vehicles. Next year, we will launch an exclusive EV model. In the next three years, 4-5 pure electric vehicle products will be launched, and we will strive to achieve an annual sales volume of 200,000 electric vehicle products and become the "leader" in the joint venture brand electric vehicle market.
If it is a hybrid, we will realize a new hybrid of fuel vehicles in the future, so it is expected that by 2025, our whole line of products may be electrified, either pure electric or hybrid. Beijing Hyundai will build a mixed product matrix of 1 MPV models, 2 cars and 3 SUV models. By introducing the new generation TMED hybrid technology of Hyundai Motor, the fuel consumption of different products will be reduced by 15%-20%, and the annual sales of hybrid products will be maintained at around 300,000 vehicles.
Automobile sankei: With the change of market demand in recent years, what changes do you think have taken place in the whole marketing trend?
Qi Xiaohui: In recent years, with the entry of new forces, great changes have taken place in marketing channels. New brands need to be quickly known by users, and some supermarkets and experience stores will be established, which can not only promote their own brands, but also make products quickly enter the user's field of vision. However, since this year, a large number of supermarkets have begun to withdraw. In fact, I personally think that the future trend is still the existing traditional channel system, because the agency mode of existing channels is developed step by step, especially for China, which has a vast territory and rich resources, there are many sinking markets. From the point of view of customers buying cars, the operation and service of this channel are still needed in various aspects such as the use of follow-up maintenance. Therefore, judging from the demand of customers and the situation of China market, the general direction is to return to the dealer channel, which should be the mainstream in the future.
Automobile production: What form will Beijing Hyundai take as the main channel of new energy vehicles in the future?
Qi Xiaohui: For Beijing Hyundai, the traditional 4S store is the existing advantage and strength, because we have a very perfect national network layout and a very perfect operating system, which is definitely the leading force in our sales.
Other channels still depend on the specific situation and the main sales cities of specific models. Because the development of each city is different, if a city has perfect channels and dealers are willing to cooperate, then we will cooperate with existing channels. If a city does not have these factors, we will also consider new models, but the mainstream direction is to make good use of existing distribution channels.
Automobile production and sales: under the overall strategy of stabilizing the national economy, what is your forecast for the overall automobile market sales and Beijing Hyundai sales next year?
Qi Xiaohui: I predict that the overall auto market may grow some next year, about 3%~5%.
Beijing