In the past two years, with the upgrading of consumption levels and the liberalization of the two-child and three-child policies, the heat of the MPV market segment has gradually warmed up. In order to get a piece of the pie in the stage when the potential of the MPV market is soaring, a number of car companies have launched blockbuster models. Among them, among the joint venture MPV rookies, what is more impressive is the two "Korean" and "Day" MPV models last year. Beijing Hyundai's first MPV, Kusitu, is known as the cheapest joint venture medium and large MPV; Kia Jawa is praised by the outside world as a presence that can break the wrist with the Buick GL8. As for Toyota Syna, there is no need to repeat it here.
Now that the first quarter of 2022 report card has been released, Toyota Syna has defeated all kinds of doubts with a cumulative score of 14893 vehicles, and has become the third place in the quarterly sales list, second only to Wuling Hongguang and Buick GL8. In contrast, the two major Korean models that were optimistic at the beginning, one in the quarterly sales list is in the tail of the crane, and the other is even more difficult to find.
Beijing Hyundai Kustu
Cumulative sales in the first quarter: 3969 units
It is important to find the right position, and the future can be expected
The Korean brand Beijing Hyundai, in fact, has always taken the cost-effective route, although the rise of its own brand has led to a serious shrinkage in its living space, but it does not mean that Beijing Hyundai has abandoned this brand image.
Look at the positioning and pricing of Kustu, the positioning of medium and large household MPV, the price range is 169,800-21.88 million yuan, although it is a joint venture model, but this pricing has almost been in line with the independent MPV model. It is also considered to have opened up a new MPV market segment, with the product strategy of "you have no me, you have me excellent", for a time Kustu had no direct opponent.
Next, let's talk about some of the main reasons why users choose hyundai Kustu.
First of all, it is natural that the signature price-performance ratio, less than 170,000 entry-level models, and some models are not just to pull down the price, no entry. Practical configurations such as leather steering wheels, reversing images, and keyless entry are enough to show the sincerity of Kustu. And if you want more fun driving, the 2.0T top-of-the-line model priced at 200,000 yuan can fully meet your needs.
The second is fuel economy. The 2.0T engine equipped with the Kustu can be as low as 6.9L/100km, which is excellent in the same class, and if it is a daily short-distance commute in the city, the fuel consumption of this car can also be controlled at about 9.5L, which is obviously OK for a medium and large SUV.
After talking about the advantages, let's take a look at what are the shortcomings of Kustu.
First of all, the interior design is too "plain", may be limited by the cost, Kustu interior uses a lot of hard plastic materials, looks very cheap. If consumers just need to be better, in order to bear with the cost performance, but if it is a consumption upgrade model, it is obvious that there is some overstretch in the texture and grade of the vehicle.
In addition, the combination of front McPherson independent suspension + rear torsion beam non-independent suspension also led to a slight discount in the comfort of the car, especially in bumpy sections, which is more obvious.
Kia Jawa
Cumulative sales in the first quarter: 837 units
Overestimated yourself and looked down on your opponents and consumers
Kia Kahua's entry this time is "and Toyota Xena and Buick GL8 to grab the market", the starting price of 288,900 yuan, obviously for the high-end MPV market. Unfortunately, the ideal failed to shine into reality, and in the early stages of Toyota Saina's crazy price increase, Kia Jawa failed to seize the market, and the monthly sales always hovered in the triple digits.
After missing a good opportunity, Kia Kahua's market performance this year is not exaggerated by sliding on the ground. Sales of 211 vehicles were sold in March, a total of 837 in the first quarter, not as much as the week of the former rival Toyota Racing (6,444 units sold in March). If there are no accidents, Kia Jawa will most likely be judged out in advance.
In fact, Kia Jawa has no obvious shortcomings in product performance. The styling design is atmospheric and stylish, revealing a bit of hardcore atmosphere. The interior has the popular through-style double screen, and the warm color design makes the interior of the car have a little more home warmth. The length of 5155mm and the wheelbase of 3090mm ensure the maximum comfort of the car. The power combination of 2.0T+8AT has a maximum output of 233 horsepower, which basically meets the needs of households, and the addition of No. 92 gasoline also makes it have certain advantages in travel costs.
Although the product strength is remarkable, because there is no outstanding special support, Kia Kahua's pricing is undoubtedly putting itself in the master pile. Is the Buick GL8 and Xena at the same price not fragrant? Although Kia Jawa is sincere in terms of configuration. However, the lack of brand premium ability undoubtedly makes it occupy a disadvantage in the competition at the same level. Even for many consumers, spending 300,000 yuan to buy Kia Jawa is not as good as GAC Trumpchi M8.
Korean brands are declining day by day, and at this time, if you want the brand to seek opportunities upwards, you often need to take it step by step, just like Beijing Hyundai Kustu, using cost performance to pile up a step, through word of mouth and recognition to pull up the brand image. Without recognizing itself, Kia Jawa hastily jumped into the 300,000-level market, and this change in brand identity, consumers obviously can not adapt, and finally can only end up with triple-digit monthly sales.
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