Although the performance of Korean cars represented by Beijing Hyundai and Yueda Kia in the Chinese market is getting worse and worse, it must be admitted that Korean cars have left a lot of memories in the Chinese market at that time, and there are still many old models like Hyundai and Kia that can be seen everywhere on the street. At the same time, there are also a number of Korean car owners around Xiaobian, who have given a good evaluation of the quality and stability of Korean cars.
Indeed, in fact, the quality and reliability of Korean cars are very good. In J.D.power's new car quality ranking, Hyundai and Kia of Korean cars are also perennially dominant. However, it is regrettable that the current market feedback, the quality is not directly proportional to the sales volume. On the contrary, the presence of Korean cars in the domestic market is getting lower and lower. Take the past 2021, Beijing Hyundai's cumulative sales of 382,000 vehicles, down 23% year-on-year.
In the past January, although the official did not announce sales, but in the relevant authoritative websites still found the sales of Korean cars, Kia needless to say, sales performance is not satisfactory. Although Beijing Hyundai is better than Kia, only the Elantra model is struggling to support. In the field of cars, the previous blockbuster models, such as Sonata, Yuena, Mingtu, Fiesta and other models are now tepid.
So, why is the presence of Korean cars in China getting lower and lower? In fact, in the editor's view, in the final analysis, it is still a problem of positioning. Korean cars are not very good at marketing in the brand image, and in the positioning and pricing of the product, it has always been above the independent brand, under the mainstream joint venture brand, if 10 years ago, such positioning is still relatively flattering, that is, the so-called dimensionality reduction blow. However, now the entire market situation is that independent brands are up, mainstream joint venture brands are down, and both are encroaching on the Korean car market at this time. Therefore, it is an indisputable fact that their situation is becoming more and more embarrassing.
In addition, like the Korean car has no obvious brand label, as well as like Beijing Hyundai personnel changes frequently, Dongfeng Yueda Kia has been dissolved, etc., all of which make Korean cars physically and mentally exhausted in the Chinese market. And Korean cars want to turn around in the Chinese market? It seems to have become more confusing