In the automobile rivers and lakes, there is a legendary story, the legend of three cars - "Dick Silk Three Treasures". With their affordable price and good performance, they once became the first choice for many people who dream of owning a car. But time flies, the market is changing, when the spring breeze in 2023 blows, the former scenery seems to be gone, so where are the three heroes of the past, Hyundai Sonata, Kia K5 Kaiku and Chevrolet Malibu XL, where are they now?
Modern Sonata:
When it comes to the "Three Treasures of Dick Silk", how can you not mention modern Sonata? The 10th generation of the Sonata was unveiled with the designer's ambition, with sharp lines and movements, as if to tell the world that it has not gone away.
With a length of nearly five meters and a wheelbase of nearly 2.9 meters, the generosity of space can be seen. In terms of power, whether it is a combination of 1.5T+7DCT or 2.0T+8AT, they all try to find the best balance between cost performance and performance.
However, reality has given a resounding slap in the face - only 5,138 units will be sold in the whole of 2023, and the average monthly sales are comparable to rare metals. Even heading into 2024, sales in the first two months are only a few hundred units, in stark contrast to the glory of their peak.
Hyundai's sales of the waterloo and Sonata's gloom are like a mirror, reflecting the embarrassing situation of Korean cars in the domestic market. In the increasingly concentrated market of joint venture brands, the new energy transformation of independent brands, and the rapid iteration of consumer trends, Sonata seems to be unable to impress people by relying solely on the stacking of design and configuration.
Kia K5 Kaiku:
As the brother model of Sonata, the Kia K5 Kaiku also inherits the design essence of Korean cars, with a more sporty atmosphere, and the pricing strategy is even slightly more "arrogant" than Sonata. However, even if it has a face and configuration that is not inferior to any opponent, the market performance of K5 Kaiku is the same as that of Sonata, with only 7465 units sold in 2023.
The story of K5 Kaiku is also the epitome of the Kia brand's predicament in the domestic market. Under the tide of new energy, the living space of fuel vehicles is being pressed step by step, and if K5 Kaiku wants to swim against the current, I am afraid that greater changes are needed.
Malibu XL:
Compared with the Korean duo, Malibu XL, as a representative of American cars, was once known for its high cost performance. It not only left a brilliant record of 1′54"168 in Zhejiang, proving its performance strength, but also has a good performance in space and power. But even such a report card cannot hide the lack of sales.
In 2023, only 34,428 Malibu XL units will be sold, and what is hidden behind the numbers is the cruelty and helplessness of the market. GM's multi-brand strategy and large discounts have temporarily maintained the market share of Malibu XL, but this low-cost prescription may further weaken the brand image in the long run, especially in the context of the strong rise of new energy brands such as BYD, the future road of Malibu XL seems to be narrower and narrower.
Epilogue:
The embarrassing situation of "Diaosi Sanbao" from infinite scenery to today is the result of market choice and the inevitability of industrial transformation. If we had gone back in time, maybe they would have had a different ending. However, reality has no ifs. In the face of the new energy revolution of independent brands, even giants such as Volkswagen and Toyota are seeking transformation, and the challenges faced by second-tier joint venture brands are particularly severe.
The future of the three treasures may no longer be the protagonists on the mainstream stage, but their stories are an indispensable part of the development of China's auto market. In the unpredictable market wave, whether they can seize new opportunities and achieve self-redemption will be the common issues they face. After all, the market does not believe in tears, only in strength and innovation.