Writing | Xu Feng
Two-pole differentiation, this is the current situation in China’s MPV market, and the economic MPV of the primary family small enterprise is covered. Wuling’s explosive growth, as well as the deep cultivation of autonomous brands such as Dongfeng.
The main high-end business travel and the luxurious babysitter car product, like Toyota Elfa, Mercedes-Benz V-class, etc., the curing of the circle is formed.
This is a structure similar to the barbell, between the two, and the Mid-China Market or the Blue Sea Market.
The domestic-based consumer concept has been mature, rational, and the car is no longer “facing” in their eyes. In the future, the practicality of the product will be Placed more than before, this time, MPV will become the preferred choice.
In this area, many mature MPV products are for business users, Buick GL8, Ai Li, no need to say, there is too obvious business label.
As for the Odyssey, it can be used as a home, but the price is slightly high, which leads to a small family consumers when they choose the product. 
At such a time node, Beijing Hyundai Tu Turkey has killed the market with a pre-sale price of 218,800 yuan to the market, and it has played the slogan of “home MPV popularity”.
There is no doubt that this is a very explosive price and an attractive product philosophy that will agitate the market in the form of minimal strike.
Beijing Hyundai has been covered with the all-class coverage of A-class to B-class sedan and SUV To form a D + S + N (medium high-altitude vehicle + SUV + new energy) product matrix to meet the multi-demand of consumers.
The tenth generation of Sonata, the seventh generation of Elantra, the new oneThe nameplate has been listed to complete the repair of the car system.
The fifth generation of Lotus Listed, in April, with the fourth generation of Shengda, new IX35, a new generation IX25 to consolidate the competitive strength of the SUV family, the whole product has almost completed, but it is established from the joint venture brand. So far, it seems to miss something.
Yes, it is MPV. At present, it is urgent to feel that consumers’ demand for MPV is urgent. The disadvantages of Beijing Hyundai relative to other joint venture brands are the degree of improvement of the product matrix, especially MPV.
Compared with the same type of joint venture brand, we take advantage of the sales head as an example, such as the public, Honda is also universal, you will find its own MPV products, and more than one Like the public, there is a vision, and it is fine.
Honda has Odyssey, Ai Li, including the previous Jude; as in general, it is GL6 and GL8 two kinds of products.
You can see a detail that these head joint ventures will provide consumers with a home-oriented MPV.
However, from my personal point of view, these so-called household MPVs are not qualified products, which can be determined only from the body size and seat layout.
These models are actually a one-sided understanding for home MPV. There are two points in this, first, home MPV does not mean that the size is small; second, home MPV is also very close to the quality requirements such as heavy seat layout. 
Beijing Hyundai is aiming at this point. The level of Kus Tun is actually higher than the products in our traditional understanding. It can be seen in combination with pre-sale prices. This is a desperate and blowing practice. Attract consumers, touch consumers through the product force.
A larger space performance, with the same seat layout as the business MPV, or in other words, Kes Tun is an MPV that looks more “positive”.
At this time, I will ask you. If the price is similar, do you choose a MPV that is transformed-based on a car? Or choose a professional MPV specially created for families? “123]
This answer is actually very obvious. This is one of the advantages of Beijing Hyundai Cubu, is also the need for many families.
In addition, from the brand’s level, Beijing modernity should eliminate the disadvantages relative to other joint venture brands, MPV products must also take a piece of puzzle. 
What kind of MPV does the market do?
MPV is the hottest model in 2021. This is no doubt. Many car companies also feel the change in the market. They have brought their own products into the domestic, Toyota, Kia Jiahua, etc., what is the cause of this phenomenon? In fact, there are two points.
First, it is a factor in the purchase limit. Many cities’ ordinary families even if the economy is not restricted, but the existence of purchase restrictions has caused multiple cars unrealistic.
At this time, only one car is required to show “a number of vehicles”.
It can be a “good partner” of the city commuter, and it is also a “good partner” of the family members. When we need to carry more items with the car, it also has a sufficient “belly”. The second point is the increase in family members, and the family of three in the family, even the family of five, the traditional 5 models have been difficult to satisfy, even the main 7 SUV, facing MPV is not possible to compile, after all, MPV is professional in the passenger.
At the same time, behind the second child, the three-child policy has also reflected the improvement of the per capita income of the family, and the company is “buying the car,” consumers in the car The first appeal is converted from the cost performance to “comfortable, detail, humanized”, summarizing the high-end transformation of household vehicles. For this, MPV can better play its own value.
The above two points are the reasons for people to get the model of MPV. It is not complicated, but because this type of model can solve the user in the life of the car in the family unit. Pain points.
Take the current monthly sales of more than 10,000 Odyssey as an example, just now, this is one of the MPVs applicable to the family in the existing market. It has the above points, the big space under the “MM” concept of Honda It is relatively context that the business is not so rich, and there is also a car economy. 
This is actually several major aspects of household consumers value when they were selected. The reason why the MPV market is now seeing a model of the consumer is not because of how strong its competitiveness is, it is a market environment of “many porridge”.
The choice of consumers only have such a few, and at this time, it is necessary to change the traditional idea of selling whether the product is excellent.
So we have to look at the sales of good models, is there any commonality between the ideal household car in our traditional understanding, or the characteristics of the product, such as consumers choose Odyssey, Ai Li It is because of its mixed system’s excellent fuel economy, and GL8 is used as a home for a rich configuration.
Combined with our previous needs, such as the bigger space performance, domestic consumers pay more and more attention to intelligent technology configuration, in loading Actual vehicle demand such as spatial flexibility when large items.
At this point, it can be summarized, and an outstanding home MPV has the following points, individual design, practical space, rich configuration, vehicle economics, and the cost-effective problem of household can’t open. .
The existing situation must be broken, a competitive product should not forget when you see it in the first eye, as a home MPV, people must hope that it has their own characteristics, there is yourself The personality does not let you get off the bus as a driver.
Modern brand product design style is a “super” route, Kusu is no exception, “Sensuoussportiness” “Sensuoussportiness” is a modern design concept, It is understood that the integration of digital technology and mechanical art, although the overall shape is MPV calm, but it is put on a dynamic front sweater.
In the MPV market that did not have fresh blood injected long, Cubus did different and the banner, clearly showed you, I am coming to the family!
The space is also a hard indicator of the MPV model. Kus Tun has a length of length equal length of 3055mm. What is the concept? The wheelbase of Odyssey is only 2900mm, and there is no harm to harm?
In addition to the hard finger of the data, Kusu is more emphasized more efficient space utilization, especially the second row, this is the core space of MPV, Beijing Hyundai strengthens this part of the space performance, you can give Family members or children provide a wider available space, of course, special needs for family light freight and family light business can be satisfied.
With this, the advantages of “home MPV” in the market in the previous market, Cube is obviously not a little bit, and its positioning is actually a high-end MPV family, not a household car. MPVization.
And said that Japan’s vehicle enterprises are “Space Magic Masters”, I see Ks Tu also has their own experience in this regard, you know this car How much storage space?
A total of 30, did not expect it, the magician can be improper, but the harmony of the industry is still the name.
We mentioned earlier, Kusu is a home MPV specially created by Chinese people. Domestic consumers are now highly demanding for intelligent technology, this is different from overseas markets. .
The positioning of Kes is “home MPV popularity”, its scientific and technological configuration is stronger, not brainstorming, but more than a Chinese family’s practical scene, will not let those cool The technological configuration of the real use of not many opportunities to take high quality products. 
See this, is it a feeling that I have already begun to make Kus? Don’t worry, there is still a little, this may not be considered many consumers.
Kusu Putu in the chassis, engines, gearbox, and automotive system, etc., Beijing’s modern current most mature technologies.Surgery.
In fact, mature and reliable means, as the home MPV popularizer, it must be the most reliable and rely on family life partner, at the same time, mature technology also means more goodwill prices.
Marcus is the way Beijing Hyundai launched since the establishment of the only MPV models, Hyundai is no such product? Not, perhaps modern does not want to directly take over a global vehicle into the country to test the water, it is irresponsible for consumers.
No product of historical continuity, not in the same category of product attributes blessing, but is this turned out, to tell you why they come, will Coos way to express how they understand the Chinese consumer home MPV market, how to solve the pain points the car. After 
technical support for the product to break through
released a hybrid Honda Odyssey in either sales or reputation has improved significantly, Toyota race that is only entering the country reserved THS hybrid version.
In fact, hybrid technology is now very clear trend, after all configuration, space, appearance and design can be more easily achieved, but the power, the core competitiveness of new energy technologies will need strong support behind the brand.
Although Marcus is a main way home, so many families can afford, affordable MPV, its economy for vehicles, as well as cost and other issues no use of hybrid technology blessing, but does not mean there is no modern technology as a support. 
Although there is no hybrid technology to help reduce fuel consumption, but Marcus internal combustion engine has its own way of black science and technology, otherwise how could modern so much as a car to go into a small displacement of 1.5T turbocharged engine?
The reason is that modern automotive engine applications CVVD world’s first continuously variable valve duration of the technology, with application CVVD technology, the engine can achieve performance gains 4 percentage rate increased by 5 percentage fuel, reduce exhaust emissions 12 percentage.
If one sentence summary is: CVVD technology without compromising compromise between performance and fuel efficiency.
In addition to the engine itself, what else can help reduce fuel consumption? That’s right, it is the control of weight, this is also the topic of the most test technology.
2.0T of Kusu Tu is only 1754 kilograms, 1.5T models are lower to 1635 kg, what is the concept? That is, this MPV is the same as my own sedan.
Weight reduction requires a lot of technical support, such as body manufacturing process, factory manufacturing process, lightweight application, etc., in the case of the same quality standard, your body weight is low, then Excellent.
In fact, this car itself will be thrown into the Kusuo itself, and modern groups may be a brand that domestic consumers will generally underestimate. In 2020, the Sales of Modern Group ranked fourth in the world, and it is the world’s first comprehensive lading PHEV, HEV, EV, and hydrogen fuel cells.
During 2009-2020, the modern car won a total of 11 “Ward Top Ten” awards. In J. D.Power “2019 New Car Quality Investigation Report”, modern cars have achieved historical points 71 points, ranking first in ordinary brands. How does not have enough technical support to get award?
Beijing Hyundai is underestimated in the hearts of domestic consumers. The products of the pre-paving are all based on ordinary mass houses. They are relatively flat, and Inside the subsequent product, there is no impression of this part of the consumer in the heart of the consumer.
So in 2019, Beijing has officially released the HSmart + strategy.
The core of the HSMART + technology brand strategy is to guide with new products and new technology layouts. Consumers now pay more attention to technology, before, people may only pay attention to the product itself, and now, the technical support behind the product has become a major factor in consumers to choose the product.
In the domestic joint venture brand, we just said that the modern product matrix of Beijing is not the most complete, but the new energy layout is the most complete, Lou Sheng L mix, SonataPlug-in mixing, leading plugging mix, Fith pure electric and Angheno pure electric models have completed the preliminary layout in the future of electrification markets.
And there is a technique of accumulation, when the market produces demand, the brand can immediately launch the product, just like Cubu, when many brands are willing to force domestic household MPV market, first take the product first The convenience is Beijing, which will form “first in the heart” advantage in the hearts of consumers.
Kusou is different from the “barbell” products, because in the joint venture brand, there is no brand to be like Beijing modern, emphasizing this is a special Products built by household consumers. 
In the middle of the “barbell” in the domestic market, with price, design, space, configuration, and economic, it is entirely capable of being the same as the benchmark.
The demand for MPV is unbaudent, and the home MPV market will also usher in a more intense competition. The advantage of first entering the bureau will be enlarged. Kus Tun has already grabbed the opportunity! [IDailycar]