With the end of 2021, the auto market has also ushered in a stage of summary, in 2021, the auto market has experienced a lack of cores and less electricity, the lack of supply chain, commodity price increases, "double carbon" development goals, sales pick-up, new energy products and other major events. In just one year, the automobile market has changed dramatically, and many car companies have adjusted their development direction and brand strategy accordingly.
In contrast, Beijing Hyundai is much more low-key, after determining the technology to guide the development of the brand, the market fluctuations did not disrupt the brand development rhythm of Beijing Hyundai, two years ago HSMART + technology brand strategy release, has determined the development direction of Beijing Hyundai, the optimization of new technology and product structure, so that beijing hyundai brand image has been reshaped.
Comprehensively improve the product structure against the trend to ensure growth
Up to now, a number of mainstream models of Beijing Hyundai have completed the replacement update, including the fourth generation Shengda, the new ix35, the tenth generation Sonata, the seventh generation Elantra, the new generation of Mingtu, the fifth generation of Tucson L, etc.; in addition, Beijing Hyundai has also opened up a new track, launched the first MPV Kustu, the first hybrid SUV Tucson L hybrid, the first NLine model Tucson L N Line, etc. The entire product series involves cars, SUVs, MPVs, new energy and sports segments, and the product structure layout has been highly improved.
With the blessing of new technology, the comprehensive replacement of new products has exploded into a strong market competitiveness. The seventh generation of Elantra has sold more than 130,000 units in 2021, and the fifth generation of Tucson L4 has an average monthly growth rate of 114%, attracting a large number of consumer attention, just 3 months after the listing of Kustu orders has reached 7967 units, ranking among the top 10 MPV monthly sales list.
The "HSMART+" strategy empowers sports + new energy
Since the release of the HSMART+ brand strategy in 2019, Beijing Hyundai's strategy of basing itself on the market with technology has entered the fast lane, and the strategy has expounded the brand's development ideas from three aspects: wisdom + environmental protection, wisdom + interconnection, and wisdom + freedom. Driven by technology, the integration and application of the whole vehicle architecture, new powertrain, new design language, intelligent network connection, and intelligent auxiliary driving system have comprehensively promoted the optimization of product structure. Hyundai's core i-GMP platform, unique CVVD continuous variable valve duration technology, the world's leading driver assistance and intellectual-mental integration safety system, etc., also deeply empower Beijing Hyundai's product system.
In addition, Beijing Hyundai also has a deep insight into the automobile market, grasps the individual needs of mainstream young consumers, and constantly seeks breakthroughs in product design. After the brand layout has developed to a certain extent, sports has become the focus of Beijing's modern development, and it is thanks to the precise control of market development trends that Beijing Hyundai has continuously made remarkable achievements in the field of young personalization.
After the product structure was gradually improved, Beijing Hyundai began a more refined layout, launching a more sporty labeled Tucson L N Line based on the N series of high-performance genes. This new product with a main sports style has been exclusively modified in details, and the strong racing style highlights a good sports atmosphere. In the future, Beijing Hyundai will also create more high-performance genetic subdivision products based on the existing product matrix to meet the young people's pursuit of personality and sports.
In addition to the field of sports, Beijing Hyundai has also carried out a comprehensive layout for new energy, backed by hyundai's strong technical heritage, Beijing Hyundai has forward-looking layout of new energy tracks, from the previous launch of Onsino pure electric, Festa pure electric to Mingtu pure electric, Beijing Hyundai with a year of new energy products rhythm continues to exert force.
The new high-efficiency TMED hybrid system technology applied to the recently launched Tucson L hybrid has also greatly improved the transmission efficiency of the powertrain operation, which has greatly improved the fuel economy. The launch of major new energy models has also continuously broadened the new energy pattern of Beijing Hyundai.
Conclusion: Beijing Hyundai, which has determined the brand transformation, has completed the brand turn with amazing boldness and execution, from the upgrading of the product matrix to the refined layout, Beijing Hyundai has continuously expanded the market segment in the general direction of brand strategy, closely related to market development, led the market with technology, and achieved brand rejuvenation. In the next 2022, Beijing Hyundai will also usher in the 20th anniversary of the establishment of the brand, and we have reason to believe that Beijing Hyundai, which came from Nirvana, will have a broader space for advancement in the Chinese market.