Beijing Hyundai, which has always been known for its cost performance, was once also a king of "dominating the four sides". However, today is different from the past, Beijing Hyundai has fallen into the dilemma of pushing new efforts more and more, but sales do not rise but fall. In the unfavorable situation, the first MPV that is pinned on high hopes - Kustu sales have not improved, although the car has been listed for three months, although there are various good rumors on the Internet, such as "orders broke 20,000", "23 days of orders exceeded 3000", "the first month of listing orders broke 5000", "90% fixed top match" and other legends, but the cowhide is always blown up, the latest figure is that Kustu only sold 1883 units last month, which is also the best result achieved since the listing of this car.
The cost performance is too low to win the Trumpchi M8 and can't do the Honda Odyssey
Kustu originally wanted to enter the MPV market through an ultra-low price, harvest the kind of users whose budget is not enough to reach Odyssey, and at the same time, as a "joint venture brand", it will reduce the dimensionality of its own brand models such as Trumpchi M8 and Roewe iMAX8. Unfortunately, Beijing Hyundai underestimated the strength of these products and overestimated the acceptance of Kustu in the minds of users.
To compete with trumpchi M8, Kustu really did not see the reality. In terms of brand power, Trumpchi M8 is second only to buick GL8 in the MPV market, and since the master edition has been listed, it has harvested high-end customers with demand, and now even Odyssey is not the opponent of Trumpchi M8!
Looking at the products, although the Trumpchi M8 starts at 179,800, it is 10,000 more expensive than hyundai Kustu. But the Trumpchi M8 is equipped with a 252-horsepower 2.0T engine as standard, while the two entry-level models of Kustu are equipped with 1.5T engines, and the maximum power is only 170 horsepower, this gap is not comparable to 10,000 yuan!
Looking at the "90% of the people choose" Kustu top match, although this product is equipped with a 2.0T engine and a maximum power of 236 horsepower, the starting price has soared to 218,800. If the budget allows, the user only needs to add another 20,000 to buy an Otsey Rui Comfort Edition. Moreover, the Odyssey itself has a good discount, and if Kustu wants to win the Odyssey, there is no drama at all without a drop of thirty-fifty thousand!
Pony big car torque beam The product force of Kustu is too weak
I want to say that the price reduction of thirty-fifty thousand is really a bit of a lifting of the Beijing Hyundai Kustu, after all, a car positioned for home use, good driving and comfortable use is the most important. And Kustu happens to be an MPV that doesn't pay much attention to driving and comfort. This can be seen from its own configuration.
First, body size. The body size of the Kustu body is: 4950 mm× 1850 mm× 1734 mm, wheelbase 3055 mm, such a large size, Beijing Hyundai has equipped the entry-level two models with 1.5T engines. MYAUTO would like to ask if you can send two cows to buy this car?
Second, the rear suspension of this cargo is a particularly inexpensive torque beam non-independent suspension. For the economy family car, the torque beam has a cost advantage, and the comfort is OK, but for such a large car, the matter of carrying the torque beam is too much! You look at trumpchi M8, Honda odyssey, but anyone with a little brain can do this?
Third, the configuration is too ridiculous! Have you ever seen the option of 1,000 yuan to install ETC? That's what Beijing Hyundai Kustu does! It's almost 2022, and it's not obvious that consumers are fools!
These problems, which are too obvious to be obvious, can only be said that Beijing Hyundai is too capable of fooling people. In fact, the era when dogs can sell cars is long gone, and consumers are obviously less confused. This also led to the embarrassing situation that Beijing Hyundai Kustu's bull skin was blown loudly, but only sold 4530 vehicles in three months of listing.
Beijing Hyundai is still facing a series of problems caused by a large number of idle production capacity. According to public information, the capacity utilization rate of Beijing Hyundai in 2020 is only 30.4%, and the idle capacity reaches 1.15 million vehicles. By the first five months of 2021, its capacity utilization rate had fallen again to 23.55%, and the spare capacity was about 1.25 million units. In terms of market, Beijing Hyundai's new car market sales in November were only 48,200 units, down 13.8% year-on-year, and market sales fell by 48.04% again. In the first 11 months of this year, Beijing Hyundai's cumulative sales volume was 447,000 vehicles, down 28.33% year-on-year. If the product does not work, it will sell marketing, and if marketing does not work, some people will have to move again.
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