Why does the world sell so well, but it can't play the Chinese market?
I'm afraid this is something that any Korean can't understand even if he wants to break his head.
According to public sales data, Hyundai Motor's global sales in 2021 will be 3.89 million units, which is also a height that no independent car company can reach at present.
However, the strong performance in the world cannot hide the continuous decline of Korean cars in the Chinese market.
It's too hard
In 2021, the annual sales of Beijing Hyundai have fallen again, and I calculated that it should be around 360,000 vehicles.
Although Beijing Hyundai did not announce the total sales in 2021, the approximate data can still be calculated.
The first data is sales from January to November last year.
According to the statistics of the Association of Automobile Manufacturers, Beijing Hyundai's cumulative sales from January to November 2021 reached 320,000 vehicles.
The second data is the sales of several major models of Beijing Hyundai in December 2021.
According to the data, the seventh generation of Elantra sold 17,009 vehicles in December, with annual sales of more than 130,000 vehicles; the fifth-generation Tucson L sold 6,390 vehicles in December, an average monthly increase of 114% in the fourth quarter; the new ix35 sold 7,947 vehicles in December, with a cumulative sales volume of 82,924 vehicles in 2021; and the new MPV model , Kustu, which was listed for only three months, sold 7,967 units, ranking among the top ten in the monthly sales list of MPV.
The sales of these main models add up to a total of 39,313 units, even if it is 40,000 units. Once these two pieces are added, the data comes out.
In 2020, Beijing Hyundai's annual sales volume is 502,000 vehicles, which is almost 140,000 units.
2021 should be the darkest year for Beijing Hyundai to enter China for so many years, this year, the Beijing Hyundai First Factory, which has been out of production for a long time, was rumored to be transferred to Ideal Automobile.
At that time, Beijing Hyundai, which had a million-vehicle system, was actually reduced to selling a factory, which was really regrettable.
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Too fast
In fact, in recent years, the sales volume of Beijing Hyundai has been declining, and the data can explain the problem:
In 2016, Beijing Hyundai's annual sales were 1.14 million units.
In 2017, Beijing Hyundai's annual sales were 820,000 units.
In 2018, Beijing Hyundai sold 790,000 vehicles for the whole year.
In 2019, Beijing Hyundai sold only 716,000 vehicles a year.
In 2020, Beijing Hyundai sold a total of 502,000 vehicles.
Behind the decline in sales of Beijing Hyundai, the THAAD incident is indeed a fuse, but it is not the absolute reason.
In 2021, Beijing Hyundai can not be said to be without effort, and has launched 6 new cars, but with little effect. The reason is still beijing hyundai's own competitiveness.
On the one hand, the replacement of Beijing Modern products is very slow, and the technological update is also very slow, especially in recent years, it is getting slower and slower, and it is completely lagging behind domestic cars and mainstream joint venture brands on the two tracks of electrification and hybridization.
On the other hand, the core competitiveness of the Korean system is the value of appearance, and the ix35 blessed by the fluid sculpture at that time was beyond the opponent in the Chinese market at that time, beyond the existence of the times, even if it is placed today, it is not backward.
However, Beijing Hyundai's face value competitiveness is losing, and the design of domestic cars and joint venture cars is making comprehensive progress. Geely's Lynk & Co, Great Wall's Wei Brand, GAC's Trumpchi, BYD's Dynasty Series, and even Chery's design level have all been comprehensively improved.
Moreover, on the intelligent track, domestic cars have achieved overtaking of joint venture brands with the help of China's powerful Internet technology accumulation and the world-leading intelligent industrial chain.
On the other hand, Korean cars have always been in the same place, the appearance design is becoming more and more different, and the reduction of distribution is more popular. Its market share has been eroded by domestic cars, Japanese, German, American and so on.
——You say, such a modern Beijing does not go downhill, who goes downhill?