Some people say that Korean cars got up early and rushed to a late set, and in recent years, their sales in China have been declining, and they have gradually gone from glory to loneliness. Affected by the epidemic in 2020, Hyundai's sales in China were only 386,000 units, while Kia's sales fell to 247,000 units.
At the beginning, Korean cars were also echoed in the domestic automobile market, not losing American cars and Japanese cars, why is it that now Korean cars are not as good as a year, and even domestic cars cannot be sold? In fact, the poor sales of Korean cars in China is not because of lack of strength, after all, the sales of Korean cars in the world are not low.
Hyundai and Kia Group are ranked fourth among global car brands, and Neither Ford nor GM is his rival. Korean cars are widely praised in the European and American auto markets, but they have sat on the cold bench many times in the domestic auto market, mainly for the following reasons.
First, the mass base is not solid.
Korean cars have not been in China for a long time, and in the minds of the Chinese people, they are neither as reliable as Volkswagen nor as fuel-efficient as Toyota. Affected by the well-known events, the reputation of Korean cars and other Korean goods in China plummeted, and many Chinese people began to boycott Korean cars, so the sales of Korean cars began to decline.
Second, the retention rate is not high.
German cars have a good driving experience, Japanese cars have a high retention rate, and Korean cars do not have much advantage over the two, so they are not loved by Chinese consumers. Hyundai and Kia's family scooters have a retention rate of less than 55% after three years, and many Korean owners have complained about losing half of the two years to buy a car.
Third, the sense of control is poor.
Korean cars in the country is taking the price reduction route, some consumers after purchasing Korean cars found that the chassis adjustment of Korean cars is not as solid as German cars, and it is easy to drift when running at high speed. Today's young car owners are more and more like the sense of sports, they would rather spend more money to buy German cars than choose Korean cars.
Advantages of Korean cars:
First, the price is cheap.
The high sales of Korean cars in Europe and the United States are mainly due to the cheap price and many preferential policies. Korean cars provide 7 years of ultra-long warranty services in Germany, and there is no worries about buying Korean cars for the next 7 years, which is a big reason why many people choose Korean cars.
Korean cars are always 10,000 yuan to 20,000 yuan cheaper than the same level of models, consumers pay the most attention to the price of the car when buying a car, and most people choose a cheap Korean car after comparison.
Second, the fuel economy is excellent.
Korean cars are closer to Japanese cars in terms of fuel economy, and most models are equipped with small engine displacement, which is very fuel-efficient. Many foreign consumers buy Korean cars for family transportation, And Korean cars are small, flexible and fuel-efficient, and have become a good helper for families.
Editor's Comments:
The sales gap between Korean cars at home and abroad is so large, which is also related to its focus. Korean cars do not focus on the Chinese auto market, and the goal of Korean cars is to look at the world. Therefore, Korean cars know that sales in China are not high, but they do not care, because Korean cars are also supported by the European and American automobile markets.
There is another reason for the decline in sales of Korean cars, that is, the rise of domestic cars has squeezed the space of Korean cars. When the Great Wall, Changan, BYD and other domestic brands rise strongly, Korean cars economy and fuel economy, cheap advantages began to disappear, what do you think?
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