Home / Metal News / Copper / In the post-epidemic era, how does modern Beijing play the Wang Fang card?
In the post-epidemic era, how does modern Beijing play the Wang Fang card?
Sep 17,2020 14:12CST
The content below was translated by Tencent automatically for reference.

SMM News: September 17, on the new Tusheng global debut (September 15) 2 days later, Beijing Hyundai conducted an in-depth interview with the media. As a new generation of compact SUV, which is of great significance to the brand, it will soon become the "vanguard" of Beijing Hyundai to start the market in 2021.

According to the plan, the new Tusheng global version (long wheelbase version) will be officially unveiled at the 2020 Beijing Auto Show on September 26, hoping that Chinese consumers can see the new Tusheng styling design for the first time. Then, at the 2020 Guangzhou Motor Show, Beijing Hyundai's new Tusheng, that is, the domestic version, will also be officially unveiled. It is expected that the new domestic Tusheng will be officially launched before and after the 2021 Shanghai Auto Show in April 2021.

New Tusheng debut / listing planning

Time action

2020 Beijing Auto Show (Sept. 26) New Tusheng Global car (long wheelbase version) unveiled

The new domestic version of Tusheng was unveiled in 2020 Guangzhou Auto Show.

The new Tusheng domestic version went on sale in April 2021 (1.5T Power)

The new hybrid version of Tusheng will be launched in 2021.

According to Fan Jingtao, deputy general manager of Beijing Hyundai Motor Co., Ltd., the domestic version of the new Tusheng will continue the appearance and interior design of the global version (long wheelbase), but will be in accordance with China's road regulations and the driving habits of Chinese consumers. for power adjustment. In addition, the biggest change in the domestic version of the model will be equipped with Baidu Smart Internet 3.0 system to improve human-computer interaction.

In addition to the new Tusheng, Fan Jingtao also gave a detailed explanation of Beijing Hyundai's next product planning, giving us a deeper understanding of what Beijing Hyundai is going to do and how to do it next.

Start the battle of "the year of products" under the influence of the epidemic.

In 2020, the automobile industry was affected by the global spread of novel coronavirus, and its overall performance was not satisfactory. Judging from the overall domestic auto market production and sales, in the first eight months of this year, automobile production and sales completed 14.432 million and 14.551 million respectively, down 9.6% and 9.7% respectively from the same period last year, and the decline continued to narrow 2.2 and 3 percentage points compared with January-July.

For Beijing Hyundai, sales totaled 262621 vehicles in the first eight months, down 31.2 percent from the same period last year. In mid-to-late September, Fan Jingtao said that sales at this stage have exceeded 300000 vehicles, but it is not easy to achieve such a result.

In fact, 2020 is a "product year" for Beijing Hyundai. From the previous planning and layout, this year will launch new Sonata, new Tusheng, new Elantra and medium-term revamped Beijing Hyundai ix35. Even if the market environment is good, the previously mysterious MPV model is likely to be launched this year.

However, affected by the epidemic, Beijing Hyundai failed to launch new models as planned. What is more serious is that the products of the current models on sale lack new elements to attract consumers, which directly leads to the obvious weakening of the competitiveness of their products. "consumers are receptive to new things. The main models we sold in the first half of this year are all previous-generation products, which have been sold in the market for at least four years, which has a great impact on sales."

It is not difficult to see that in the second half of the year, Beijing Hyundai began to accelerate the introduction of new products. In July this year, the 10th generation of Sonata was officially launched, and officials even invited Yang Mi, a high-flow star in the entertainment industry, as a spokesperson to create momentum for the new car. Immediately after that, the brand new Tusheng has also been unveiled, and the domestic version of the model will soon be available to consumers.

Not only that, the new Elantra is scheduled to go on sale on October 25th, and in November, Beijing Hyundai ix35 will also usher in a medium-term change. It can be said that the launch of these products will lay a more stable foundation for Beijing Hyundai. With the launch of new cars one after another, Beijing Hyundai has also made a new sales plan, that is, annual sales are expected to reach 500000.

The brand-new model / MPV/ new pure electric car and so on all came into play.

As Beijing Hyundai accelerates the release of new products in the second half of the year, it will not only directly affect the overall sales of enterprises this year. It is also a new opportunity for next year.

Beijing Modern New Product Planning in 2021

Model time

The brand new Tusheng domestic version will go on sale in April 2021.

New MPV2021 year

Brand new pure electric model 2021

In the face of the coming 2021, Beijing Hyundai has also carried out detailed product planning. The first blockbuster model of the year will be the new Hyundai domestic version, which will go on sale in April 2021. Its first car will be powered by a 1.5T version, followed by versions such as the PHEV. Not only that, the closely watched Tusheng N-series models have also been included in the release plan.

In addition to the new Tusheng, Beijing Hyundai will launch a MPV model in 2021, which will focus on the household MPV. It is now known that the body length of the new car will be between Buick GL6 and GL8, and the wheelbase is expected to be close to GL8. From the spy photos, the new car is expected to use a lattice grille style, while using the traditional MPV side sliding door. As Beijing Hyundai's first MPV model, its follow-up information still needs to be released gradually in the second half of the year.

In addition, for the new energy market, it is known that Beijing Hyundai will launch a new pure electric model based on a new pure electric platform in 2021.

In 2019, it is called the first year of brand technology by Beijing Hyundai, and the enterprise strategic goal of "improving brand technology image" is put forward at the same time. In 2020, Beijing Hyundai ushered in his 18-year-old "bar mitzvah". Under the circumstances that the competitive pressure continues to escalate and the market environment is not optimistic, Beijing Hyundai has made it clear to take new products as the carrier, introduce new technologies and strengthen sales experience, so as to realize Beijing Hyundai's brand reshaping and enhance market competitiveness.

Editor's comments:

The outbreak of novel coronavirus in the first half of the year not only disrupted the rhythm of Hyundai's product launch in Beijing, but also seriously affected sales performance. With the gradual improvement of the epidemic situation, Beijing Hyundai began to accelerate its efforts to make up for the decline in competitiveness caused by the lag in the introduction period of brand-new models. It can be said that before the listing of the brand new (tenth generation) Sonata, its official price let us see the full sincerity of the enterprise. In the next, Beijing Hyundai will continue to introduce new products into the market, with the "low price volume" strategy, whether to win the favor of consumers, the market will bring us the most real answer.

Scan the code and apply to join the SMM Automotive Industry Exchange Group.

Beijing Hyundai

For queries, please contact Frank LIU at liuxiaolei@smm.cn

For more information on how to access our research reports, please email service.en@smm.cn

Related news