After nearly 14 years of tossing, the Korean high-end luxury brand Jenissy is still a small transparent existence in China.
In 2008, Hyundai officially introduced Rohens into the domestic market, returning home, and later launched the Genesis and "presidential car" Equus, once again returning home. After successive folds, Hyundai established the Genesis luxury brand, that is, Jenissex, to start a journey of overseas market training, and achieved great results: it was selected as the best luxury brand by the J.D. Power New Car Quality Research Report for four consecutive years, and also won the North American Annual Wind Cloud Car Award.
Genissy, which has a lot of scenery overseas, decided to re-enter China in April last year. The official announcement did cause a lot of heated discussion, but unfortunately did not help the sales half a point, as the vanguard of the medium and large sedan G80 and medium and large SUV GV80 thunder heavy rain point, although won some market praise, but still can not escape the fate of the market marginalization, the third model of the standard 3 series A4 and CT5 G70, also reduced to the existence of "applause not seats". Although the GV70 global debut once again revealed enough sincerity, consumers can not buy it or not have to say.
The failure of Geniseith in the domestic luxury market is not accidental. The first is that the branding ability is too poor, to put it bluntly, it is a brand story that has not been able to get its hands on. The luxury attributes of luxury brands are to be supported by long-term historical and cultural heritage, and South Korea, as a new industrial country, is obviously insufficient in this regard. In addition, the brand lacks recognition in the domestic market, not to mention BBA or second-tier luxury brands, even Infiniti, DS or Acura, which are much higher than Genisais in terms of fame.
In addition, Genises takes the same direct sales model as Tesla, there is no terminal discount, in the face of a serious price war in the face of a serious price war in the first- and second-tier luxury brands, there is no power to resist, after all, in the eyes of consumers, people's German and American Japanese luxury brands have begun to discount, why are you Korean with such a hard waist? The lack of construction of the sales channel system has also led to its difficulty in competing with the old luxury brands in terms of brand promotion and sales and after-sales service.
Genices, which has been sitting on the cold bench in China for more than half a year, decided to accelerate the pace of development strategy this year. First, continue to enrich the product layout, introduce more new products, form a model matrix from entry-level to flagship, and start the journey of electrification. In terms of channel layout, the national service outlets will also expand to more than 10 this year, covering important cities such as Beijing, Chongqing, Nanjing and Guangzhou, and constantly promoting and strengthening the unique positioning of their own brands. The direct operation model will continue to adhere to, although this new business model makes pricing unified and transparent, but in the terminal discount area can not be flexibly operated with market changes, perhaps this year will still be shackled by competitors of the same level.
As for whether Genisesy can survive this year, it mainly depends on its performance in product introduction. Geniseis has a lot of inventory in hand, such as a higher voice. In fact, the probability of this car being introduced into the country is not very large, after all, it is only developed for the European market, and now the domestic station wagon is not in volume, and the hunting version cannot be counted on. However, although sales can not bring too much help, but it is a gift to please consumers, after all, there are many wagons in the luxury mid-size sedan market, but the hunting version of the model is almost blank, and the introduction may be able to produce a magical chemical reaction in the market.
The GenissyS flagship model G90, just some time ago in South Korea officially launched, this year or will be officially put on sale, the future it will be benchmarked BMW 7 Series, Mercedes-Benz S-Class and Audi A8, the brand aura is not at all in a grade, even if it is introduced into the country, its market performance is also worrying. Although the entry-level model GV70 was criticized for its appearance at the time of its debut, its people-friendly price may be recognized by the market. As for the pure electric version of the GV70 and G80, before being introduced into China, it is still necessary to significantly increase the cruising range before it is introduced, so as to have enough foothold and market competitiveness.
Finally: through channel expansion to strengthen the brand's recognition in the market, and the introduction of more new models to improve the product matrix, enhance the brand's market competitiveness, the two-pronged approach may be able to make Genisesy in 2022 a little better. As for the strategic layout of electrification in China, at best it is a cannon fodder-level attempt, it is better to spend more time thinking about how to gain a foothold in the domestic luxury market, after all, electrification is lagging behind, it is better than saying goodbye to the domestic market again.