In total, Kia has been in the domestic market for nearly 20 years.
On August 18, 2002, Dongfeng Yueda Kia Automobile Co., Ltd., which was jointly established by Dongfeng Motor Group, Jiangsu Yueda Group and Kia Automobile, was officially listed.
At that time, the domestic automobile industry was also in a nascent stage.
As a joint venture brand car company, Dongfeng Yueda Kia used to be a mainstream car brand in the domestic market.
In terms of sales, before 2017, Dongfeng Yueda Kia has been performing well. Although compared to the first-line joint venture car brands Volkswagen, Toyota, etc., it is not so high. However, the annual sales of hundreds of thousands of vehicles are still there.
Dongfeng Yueda Kia's most beautiful period in China should be 2016, with a cumulative sales volume of 650,000 vehicles throughout the year.
However, later, with the impact of a series of international events and the rapid rise of the self-service machine brand represented by Geely and Changan, Dongfeng Yueda Kia's domestic sales suffered Waterloo, and sales have continued to decline in recent years.
After a highlight moment, Dongfeng Yueda Kia's annual sales fell to 360,000 units in 2017, down 44.6% year-on-year.
The latest sales data shows that in the past 2021, Dongfeng Yueda Kia sold 163,000 vehicles for the whole year, still down 35.3% year-on-year.
In the face of the Kia brand with declining sales in China, after the expiration of the joint venture business period, in November 2021, there were media reports that Dongfeng Motor Group wanted to transfer its 25% stake in Dongfeng Yueda Kia.
In fact, as early as August last year, Dongfeng Motor Group, Jiangsu Yueda and West Asia Company had signed a memorandum of understanding for Dongfeng Motor Group's withdrawal of shares.
February 7, 2022, is a very important day for Kia.
On this day, Kia Co., Ltd. and Jiangsu Yueda Group jointly signed an agreement to expand investment cooperation and sign a signing activity. In the future, Kia and Jiangsu Yueda will establish a new joint venture in Yancheng, Jiangsu Province, as a base for future development, and expand investment in the introduction of more global models, including traditional fuel vehicles and new energy vehicles.
According to the plan, by 2027, From Asia will launch 6 new pure electric vehicle models in the domestic market. In the next decade, Kia's total production and sales in China are targeting 4 million vehicles.
At last year's Shanghai Auto Show, Dongfeng Yueda Kia not only launched a new brand LOGO, but also unveiled the EV6 based on the E-GMP pure electric architecture platform.
In the second half of the year, Dongfeng Yueda Kia also introduced its flagship MPV model Jiahua into domestic production and sales.
All kinds of indications show that after parting ways with Dongfeng Motor Group, Kia will not only not give up the domestic market, but also regroup and accelerate the pace of development.
And all this, I believe that before Dongfeng Motor Group withdrew from Dongfeng Yueda Kia, Kia Company had already made plans.
Therefore, the withdrawal of Dongfeng Motor Group is a rebirth and a new beginning for Kia.
For the future performance of Kia in the domestic market, it is worth looking forward to.
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