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Once upon a time, joint venture brands were smooth sailing in China, and at that time they were almost worried about sales, but all this is quietly changing with the rise of independent brands. Until one day, perhaps some of them suddenly found that their market was "encroached" to the point of factory suspension, really how beautiful it was before, how "embarrassing" it is now, it is the Korean car in Huahuadan - Beijing Hyundai!
Recently, some media reported that the Beijing Hyundai Chongqing factory now has no output, most of the workers are on holiday, and it has stopped production since Last December. As the fifth plant established by Beijing Hyundai in China, the Chongqing plant started construction in 2015 and was completed and put into operation in 2017, with an annual production capacity of 300,000 vehicles and an annual engine production capacity of 300,000 units. In response to the above reports, Beijing Hyundai responded that it did not receive any internal documents regarding the suspension of production.
So what is the situation with Beijing Hyundai's Chongqing factory? According to a person familiar with Beijing Hyundai, "The Chongqing plant is part of the production line stopped, workers are on vacation, but the engine factory, imported model production line and so on are still in operation." "So in fact, this factory is not completely shut down, at least it is still operating, but it is not difficult to see that its persistence is very difficult, after all, Beijing Hyundai's sales are here!"
In addition, informed sources also revealed that the Chongqing plant does have plans to gradually stop production of small cars and turn to large cars with higher efficiency. It can be seen that the factory capacity of Beijing Hyundai is indeed overcapacity, which is really thirty years of Hedong and thirty years of Hexi. You may not have expected that it is a brand that has sold more than one million in a row for many years, with sales of 1.03 million in 2013, and then 116 vehicles, 1.06 million and 1.14 million units in 2014-2016.
With this brilliant report card, Beijing Hyundai before 2016 is very existential, and it is based on this that it began to expand production capacity, in addition to the three factories in Beijing, has established two factories in Cangzhou and Chongqing, Hebei Province, originally wanted to further show their skills, but did not expect to start to decline, 2017-2021 sales were 755659, 782163, 685126, 384782, 359851, it is really a year is not as good as a year!
In particular, the sales volume in 2021 is not even 360,000, and the production capacity of its five factories is 1.65 million vehicles, which means that the capacity utilization rate of the factory is only 22%, in which case Beijing Hyundai has carried out a difficult self-help and had to resell the first factory in the Shunyi area of Beijing to ideal cars. However, embarrassingly, even after the first factory was sold, Beijing Hyundai's production capacity was still seriously overcapacitated, so the Internet reported that it would sell other factories.
Of course, at present, these are all "catching the wind and catching the shadow", but they also reflect that the modern situation in Beijing is not optimistic. Some people say that this has something to do with the original "THAAD incident", but the more important reason is that the advantages of Beijing's modern cost performance are no longer prominent. In the early years, Korean cars sold well, largely because it was high in appearance and cheap, and the cost performance was higher than that of German cars and American cars, and now these advantages have all been learned by independent brands, and they are cheaper.
In addition, patriotic feelings are also fermenting in the hearts of the Chinese people, naturally independent cars have seized the market of Korean cars, so we can find a very strange phenomenon, the performance of modern cars in the global market is acceptable, but in the Chinese market, it seems to have lost its way and become unsatisfied. Therefore, it is no exaggeration to say that the Chinese market has become a heart disease of modern cars, and even the heart disease of the entire Korean car!
Back to the Beijing Hyundai Chongqing factory that is the protagonist of this article, it mainly produces models such as New Rena, Onsino, Fiesta and ix25, and the market performance of these models is not good, so it is reasonable that the factory shutdown can not be piled up in the warehouse or pressed to the dealer! Under a lot of pressure, there is also news that Beijing Hyundai may be brewing a change in the joint venture share ratio, in response, Hyundai China responded that "no relevant news has been received."
In short, beijing hyundai's "rejuvenation" road is very difficult, and several new cars launched in the Chinese market in 2021 have been mediocre, and even have not formed a consumer's "memory point", and the helplessness and powerlessness of a car company are probably like this!
In fact, it is not terrible to fall on the road to turn over, it is not terrible to fall on the foot, and the terrible thing is to choose to lie on the ground and not move. Good luck!
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