In the current automotive market, relatively low-priced models are often considered the product of "consumption downgrade". However, the situation seems to be different with the 11th generation Sonata ( Parameter | Quote | Picture ) ). This 11th-generation Sonata, priced from 130,000 yuan, has recently been very popular and has attracted people's attention. In a recent visit, I found that the 11th-generation Sonata has attracted a lot of attention in Beijing Hyundai terminal stores, and its sales performance is also very good. This situation begs the question, is the 11th generation Sonata for its affordability or genuine value for the value it brings? This is a question that deserves our in-depth discussion.
Obviously, at the moment of the price war, the 11th-generation Sonata with a listing guide price directly stabbed through 130,000, and there is also an echelon of mainstream B-class cars, which has achieved initial success under the low price effect. So for the eleventh-generation Sonata, under the premise of low price, what is the underlying logic of getting terminal attention?
The confidence of the big factory system that "can afford to roll".
Some netizens once ridiculed, "Qin PLUS, which I bought for 90,000 last year, has dropped to 70,000 this year, and the configuration is still high." Although this is the dissatisfaction of consumers in the face of price "backstabbing", BYD has achieved a significant price reduction under the premise of ensuring product quality and pulling up the configuration, reflecting the system strength in the field of new energy vehicle manufacturing, from the upstream battery supply to the downstream vehicle assembly are firmly in hand, so BYD has such a strong cost control ability.
Although the situation of each car company is different, for Hyundai Motor, a group company with a huge system of the world's top 3, the supply chain capacity is only stronger than BYD. Friends who may be familiar with Hyundai Motor will know that Hyundai Motor is a large enterprise group with 59 subordinate companies, and the industrial chain covers a number of core manufacturing industries such as steel, auto parts, and automobile brands, and it is one of the few automobile groups that has mastered the entire automotive industry chain.
Embodied in the 11th-generation Sonata, the BOM cost is greatly diluted by adopting the unified design of the global ONE MODEL, developed using the unified global data, molds and related standards, and supported by the global unified supply chain system. To give a clear example, the 11th-generation Sonata is equipped with an 8AT gearbox, which is a full-stack self-developed by Hyundai Motor, and there are very few car companies that have high-end transmission technology without relying on external suppliers. The 11th generation Sonata, with the support of the internal system, can not only maximize the cost of compressing the drivetrain, but also have a better match with the powertrain.
Low price and high quality, capturing that group of savvy consumers
In today's consumer market, there is such an illusion that most consumers are tightening their purses, and they do not seem to have too much enthusiasm for consumption, as if they are "downgrading consumption". But if you reason carefully, you will find that unlike the consumption environment in the past, when Chinese people just got rich and impetuous, consumers now have more products to choose from, more products they have experienced, and they have developed a rational and pragmatic consumption style, they do not want to consume, but more shrewd consumption.
The eleventh-generation Sonata is facing such a consumer group, which does not blindly follow the trend, does not want to be a tester on the road of new energy growth, and prefers to believe in the products of "big manufacturers", rather than taking risks to support enterprises that are still in the entrepreneurial stage; At the same time, they are not only brand-oriented, but also over-pursue the so-called beliefs, but also care about the experience and feelings brought by the product itself. The 11th generation of Sonata products, first, is based on the system support behind Hyundai Motor, so consumers do not have to worry about after-sales and service problems; Second, it has achieved 46 upgrades, whether it is styling design, power performance or technology configuration, it is a proper echelon level.
The success of the 11th generation Sonata is a reflection of its strength and market insight. From product pricing to sales, the 11th-generation Sonata has earned the trust of consumers with its superior performance and great price. Other competitors will also face a greater challenge under the counterattack of the 11th-generation Sonata. In the face of fierce competition, only by constantly innovating and improving product quality and service level can we be invincible in the market.