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"Hyundai will always be more high-end than Chinese brand cars", Hyundai executives said surprisingly, causing heated discussions

"Hyundai will always be more high-end than Chinese brand cars", Hyundai executives said surprisingly, causing heated discussions

"I think we're always going to be a little bit more upscale than Chinese brands. Hyundai Motor Australia CEO John Kett made a surprising statement, which sparked heated discussions on the Internet.

It is undeniable that many years ago, the development of domestic car brands was relatively backward, and it was difficult to compete with any international car brand, including Hyundai Motor. However, with the continuous strengthening of domestic independent brands, coupled with the development of electrification and intelligence, Chinese auto brands have taken advantage of new energy to achieve corner overtaking in recent years. The sales volume of the BYD brand has even firmly ranked first in the domestic auto market.

"Hyundai will always be more high-end than Chinese brand cars", Hyundai executives said surprisingly, causing heated discussions

Recently, at the launch of the new KONA new energy model, Hyundai Motor Australia CEO Ke Anzhe said in an interview: "I think we will always be more high-end than Chinese brands. We just need to come up with technology that is ahead of theirs and convince some of our customers that our premium is worth it. Time will tell if the technology we bring is worth the premium we charge. ”

In this regard, many domestic netizens have said: "It's not because it's cheap, who wants to buy Hyundai Kia." Some netizens said: "Third-rate joint venture cars, synonymous with cheapness, most young people don't choose Korean cars now." "Let's not talk about the future, at present, the brand power of brands such as Lynk & Co, Hongqi, Ideal, and Yangwang has long been above Beijing Hyundai.

"Hyundai will always be more high-end than Chinese brand cars", Hyundai executives said surprisingly, causing heated discussions

You must know that the price of Lynk & Co and Hongqi has exceeded 200,000 yuan, the ideal price has exceeded 300,000 yuan, and the price of Yangwang has exceeded one million yuan, while the price of Beijing Hyundai's main models is still in the price range of 10-200,000 yuan. In terms of sales, Beijing Hyundai is even more difficult to compete with these independent brands. Hongqi Automobile's sales in 2022 reached 310,000 units, while Beijing Hyundai's sales in the same period were only 254,000 units. And this year, Li Auto's sales in the first 11 months have exceeded the 320,000 mark.

"Hyundai will always be more high-end than Chinese brand cars", Hyundai executives said surprisingly, causing heated discussions

As the largest single market in the global auto market, the Chinese market has huge consumption potential, and even car "giants" such as Volkswagen and Toyota do not hesitate to make some changes to cater to the preferences of Chinese consumers in order to gain a larger market share. Hyundai, on the other hand, has been treating Chinese consumers with a "perfunctory" attitude, with too slow to update its models and too "stingy" in utilizing new technologies in the Chinese market. This has also led to a precipitous decline in sales of Beijing Hyundai in recent years, from an annual sales of one million vehicles to the current annual sales of only more than 20 units, and now it can only rely on Elantra to survive.

"Hyundai will always be more high-end than Chinese brand cars", Hyundai executives said surprisingly, causing heated discussions

In terms of electrification layout, Beijing Hyundai is not just a "slow and half-beat" rhythm, but a comprehensive backward situation. At present, Beijing Hyundai's new energy models on sale are still in the stage of switching from oil to electricity, and although new energy products are planned, they have not yet been listed. In the current era of rapid development of new energy, Beijing Hyundai is obviously lagging behind, coupled with its traditional fuel models have lost their advantages in the market, we have to admit that Beijing Hyundai has fallen into a deadlock.

"Hyundai will always be more high-end than Chinese brand cars", Hyundai executives said surprisingly, causing heated discussions

And Hyundai Motor Australia CEO Ke Anzhe's remarks made many netizens feel that they have a sense of self-indulgence. Before that, Kia executives also made the same remark, he said when talking about the development of the Chinese market: "I earned 2.1 billion US dollars in the first quarter of this year, which is worthy of the Chinese market. ”

Write at the end

At present, the development of domestic independent brands is growing, and it can be comparable to some joint venture brands in terms of technical strength, and even surpassed. Especially in terms of new energy technology, many international brands have begun to "learn from experience" and cooperate with domestic independent brands. In terms of brand power, some domestic independent brands have already surpassed some joint venture brands. Under such circumstances, Hyundai executives threw out the remark that "Hyundai will always be more high-end than Chinese brands", which seems to make the situation of Hyundai brands in the Chinese market even more embarrassing.

(This article is originally produced by Wenwu Lane New Media Studio, please indicate the source for reprinting: Wenwu Lane, the author of this article: Xia Mu)

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