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"Affordable" and "cost-effective" are consumers' impressions of kia's brand in the past, and its sales in China once exceeded 650,000 vehicles. However, due to changes in the market environment, the rapid rise of independent brands and the price of luxury brands have formed a two-way squeeze on Kia in the middle zone, and sales have been less than expected in recent years, so change is imminent for Kia. There is no doubt that the core of the change is to enhance the brand image.
Looking back on the past year, Kia began to make drastic changes, in April 2021, Kia released a new brand LOGO, followed by two new cars, the Smart Run Ace and the new Jawa to layout the domestic high-end market, coupled with the new flagship car K5 Kaiku, Kia is catering to domestic consumers with a new look and fresh blood.
According to official data, in December 2021, Kia's average MSRP reached 141,300 yuan, compared with 108,400 yuan in 2019, an increase of 32,900 yuan, and the brand premium rate increased at the same time, but also further increased the status of Kia brands in the hearts of consumers.
2022 has arrived, the change is still continuing, this year, what big moves will Kia make?
In November 2021, Dongfeng announced its withdrawal from the Dongfeng Yueda Kia joint venture, in 2022, Kia will establish a new joint venture in China, during the Beijing Auto Show in April this year, it will release a new company name, a new brand strategy, and what kind of surprises can be brought to us by the radical change.
After the corporate restructuring, it will refer to the successful experience of global Kia, introduce more global system resources, pay more attention to domestic consumer needs in terms of product launch, and strengthen innovation and enhance consumer experience in brand marketing.
In terms of the most core products, Kia will also increase its launch efforts. In order to further enhance the brand image, in 2022, Kia will take the "stop production low-cost car + launch boutique car" two ways, first of all, the model below 100,000 yuan will be gradually discontinued, the current brand under the sale of less than 100,000 yuan models include Huan Chi, Yi Pao and other models.
Kia Yi ran
In 2022, Kia's two blockbuster models will be introduced to China: the new SUV Sportage and its hybrid version, the pure electric model EV6, and the home Huadan K3 will also usher in a facelift this year.
1. New flagship Sportue SUV
Sportage was officially released overseas in June last year, has now developed to the fifth generation of models, domestic spy photos have recently been exposed, the probability of the first half of this year debut, overseas versions have standard shaft and long shaft options, it is expected that the introduction of domestic will be the long shaft version. The car can be seen as a replacement of "Sportage" or "KX5" in China, positioning a compact SUV.
Different from the previous cost-effective route, the domestic Sportsage integrates a new design and various new achievements, which is the crystallization of Kia's latest technology in the field of SUVs, and will be in the price range of 200,000 honda haoying and Toyota RAV4 frontal just. Domestic Sportage power can refer to Tucson L, the probability is 1.5T fuel and 2.0L oil-electric hybrid, of course, do not rule out that the later stage will also bring plug-in hybrid version.
2. New K3
The K3, as Kia's volume model and the head of the flower, will also face a new change this year. The new K3 current declaration map has also been exposed, the new car mainly in the design to make certain adjustments to meet the more demanding aesthetics of domestic consumers, the power should also be equipped with the current 1.5L + CVT and 1.4T + 7-speed dual-clutch powertrain.
New K3 domestic declaration chart
3. Pure electric model EV6
A new pure electric platform for the EV6
Kia EV6 debuted at last year's Guangzhou Auto Show, the new car is based on E-GMP's new electric architecture to build, positioning a hatchback pure electric compact car, the car has a similar crossover ultra-high value and 2900mm ultra-long wheelbase, appearance and space practicality will become its selling point. In the future, EV6 will provide two-wheel drive and four-wheel drive versions, but also bring standard endurance and long-endurance versions, and the standard endurance NEDC battery life should be around 600km.
At present, in the field of pure electricity, competitors have mostly launched new cars on the pure electric platform, and the competitiveness of pure electric models such as Kia KX3 and K3 seems to be slightly weak. It is worth saying that the introduction of EV6 will be the first model of Kia's pure electric platform in China, which also means that Kia has officially begun to make great progress in the field of new energy. According to official sources, from 2022, Kia will introduce at least 1 pure electric vehicle per year.
In terms of the power system of new energy, in addition to the existing 2.0L plug-in hybrid, this year Kia will also bring HEV oil-electric hybrid this new power, we guess this set of power is 2.0L oil-electric hybrid, then the brand's first power system should be domestic Sportage.
From the launch of the new LOGO to the restructuring of the joint venture company, from the suspension of production and low-cost cars to the launch of boutique cars, from the "oil to electricity" to the addition of new products on the pure electricity platform, in 2022, Kia's big moves continue, and we are also looking forward to Kia's great transformation!
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