At present, the domestic automobile market basically presents a state of three-legged German, Japanese and domestic cars, French cars have only recently relied on a Versailles C5 X to have a little improvement, while American cars and Korean cars are losing ground, a large number of market share is squeezed by Japanese cars and German cars, and sales continue to decline. Compared with the American car, the situation of the Korean car is even more embarrassing, and it has been performing poorly in the domestic market since 2017, so that many car owners feel that the Korean system has been exhausted.
Around 2016, Korean cars are still a hot piece of "fragrant food" in the domestic auto market, and the popularity of Hyundai and Kia is not much lower than that of other representative brands such as Toyota and Volkswagen, and the sales volume in 2016 alone has reached more than 2 million units. However, since 2016, the Korean car market has continued to slump, and many Kia and Hyundai's 4S stores have finally chosen to merge, and Korean cars have almost become a "niche brand".
Why can't Korean cars sell?
First, the international situation
It has to be said that the decline in Sales of Korean cars and the tense international situation between China and South Korea in the early days are inseparable, especially the THAAD incident in 2017, which made South Korea's wind evaluation in China plummet, and many car owners were reluctant to buy Korean cars. Although the incident itself has cooled down long ago, the Korean car market shows no signs of picking up.
Second, the development of domestic vehicles
In the early years, the domestic automobile market was completely laid down by joint venture cars, and domestic cars have been criticized by consumers because of immature car-making technology, believing that domestic cars are useless in addition to low prices. However, in recent years, the domestic car-making technology has advanced by leaps and bounds, although there is still a certain gap with many established joint venture brands, but there is no such natural gap as before.
Today's domestic cars have largely got rid of the impression of poor quality, low technical strength and local design left to consumers in the past, and have begun to be recognized by more and more consumers and established a reputation among consumers. The rise of domestic cars will inevitably have an impact on the joint venture car market, and the weaker Korean cars will naturally become the most damaged one.
Third, the core competitiveness
When it comes to the most significant features of a car, many car owners can quickly think of the fuel-saving durability of Japanese owners and the control experience of German owners and the excellent power performance of American cars, but when it comes to Korean cars, many car owners do not know what characteristics he has obviously better than several other car series. Coupled with the slow replacement speed of Korean cars, it is often seen that new models are sold together with many "old antiques", so the replaceability of Korean cars is actually very strong, so many car owners have thrown themselves into the arms of Japanese cars or German cars.
Fourth, the lack of high-end market
When it comes to high-end luxury cars, many people's first reaction is Mercedes-Benz, BMW, Audi, the three standard luxury brands, in addition to the Japanese Lexus, the American Lincoln, Cadillac and even the domestic red flag. However, the luxury brand awareness of Korean cars is very low, or these luxury brands basically do not appear in the domestic market, so it is difficult to rely on a luxury car to build their own popularity and improve brand influence, so they have never been able to compete with German cars and Japanese cars.
summary:
In fact, as far as the current independent brand car technology is concerned, there is still a certain gap that needs to be caught up with The Korean car, but there are still many places that need to be improved in the issue of product marketing and product sincerity. Coupled with the slower update speed compared to other car series, the loneliness of Korean cars is not without reasons.