➤ [ 123] Two days before the rut Jun analyzes the status quo of Beijing Hyundai’s sales force and product, this article today, we might live through K5 Kay cool opportunity to open the pre-sale (Kay cool sister model pricing strategy compared to the tenth generation Sonata further) , have a conversation KIA product system to see what its current problems, K5 Kay cool the market, whether it enables the brand to boost sales in the doldrums for many years.
[123 ] KIA status quo: no cars on sales over a 5 one thousand [ 123]
Beijing Hyundai in the first seven months of this year, total sales of 222,000, the joint venture company has been ranked No. 11, Dongfeng Yueda Kia joint venture companies ranked 12th but sold only 131,000 over the same period, only about Beijing modern lowering their prices.
specific to each model, KIA in the sale of cars and a lot of sales but a little on the point scale, only 6 models in the table.
The statistics in this table6 models, highest-selling
KX3 proud to run
, 7 months sales of less than 30,000, the monthly average, then the average monthly sales of only 4 one thousand head. The second main models Chi-hwan sales, only the average monthly level of 3,000 vehicles.
K3 was supposed to be Kia’s a main car, and Toyota Corolla, Nissan Sylphy, Volkswagen Lavida same level, but it seven months in total sold just 15,438, inadequate Sunny, Corolla, Sylphy half of the monthly sales in July.
In terms of the main bit selling price, the vast majority of sales within Kia models are 110,000 yuan, KX5 as between a compact SUV in sales areas 150,000 yuan or less, and the percentage of sales accounted for less than 5.
on the table is the status of Beijing Hyundai kingpin models, In contrast, KIA significantly more dismal.
So, how KIA current product strength? The new generation of K5 Kay Cool, is able to boost its sales decline it?
[123 ]
brand power continues to fall, Kia “homeopathy” [123 ]
[ 123]
before
2018 Festa listed, Beijing Hyundai and Dongfeng Yueda Kia models in the country, basically correspond to each other, the kingpinModels have a platform to move the total, corresponding to the price of similar models. Sonata K5 corresponds e.g., K4 / name corresponding to FIG gentry Kay, K3 and the like corresponding to the movable collar.
Even the Beijing Modern new wine in old bottles, to old models special for the launch of version shedding quot; ix35quot ;, a new generation of Dongfeng Yueda Kia also followed suit and launched its own special version for the quot; next-generation Sportage quot ;, and the true replacement model, was named KX5.
multigenerational, or multiple generations living under one roof technology strategy is the Hyundai and Kia brands in the country continue to fall force one of the main reason, but Beijing Hyundai in the collar moving before updating, for the Chinese market developed a design, performance, quality of new cars are relatively well
Festa
, improve the modern low-end brand image in the country to some extent.
The KIA has not made such a efforts (primarily shareholders did not give a strong product support), listed two months ago Festa, KIA launched a product called
Wilson ran
compact SUV, the whole system is powered by a 100 hp 1.4L engine self-priming, but the biggest selling point of this car is the price.
6.98-7.98 million guide price, the lowest barriers to entry of a joint venture brand SUV models. Obviously, KIA understand trends in their brand power slide, but it chooses not to twist, but to comply, and slim down directly to their own domestic brands heights, expect the price to expand the low-end market share.
In fact, from the lower half of this level of pricing strategy, has been throughout the KIA product system.
For example, in the main A-class car market, Honda Civic, Toyota Corolla, Volkswagen Lavida price range generally 10-15 million, and the guidance of Kia K3 price of 10.88-12.58 Wan;
A class SUV market, the Honda CR-V, Toyota RAV4 and other models Rong put the price range generally 18-25 million, while Kia the current main compact SUV KX5 price of 15.48-18.18 million, or replacement Sportage based on the old platform, the only 11.99-14.89 Wan;
positioning Kia KX7,17.98-27.68 million for guidance midsize SUV class, basic and other joint venture brands of compact SUV quite.
When the brand is weak, the appropriate strategy is understandable dropping price range, and Dongfeng Yueda Kia’s core problem is not the price, but the market launch in China products and technology, it has been lagging behind the Japanese, German rival, or even overtake with the price of own-brand models.
In this case, it is not a strategic initiative dropping quot; quot ;, but retreated a bit like the adversity of the stoop.
[123 ]
quality, configuration, performance fully behind the Kia product strength analysis [ 123]
First look KIA kingpin models core technology – powertrain.
Kia is currently in the domestic market as the main engine 1.4L , 1.6L and 1.4T three models, which K3, Sportage and other vehicles equipped with 1.4T engine, the main vehicle is the most technologically advanced a, and its performance …… 
[123 ]
As can be seen from the table, this Kia
1.4T main models [ 123], the same level of performance parameters have been other joint ventures and its own brand vehicles pulled no small distance. And this is not because of technical bottlenecks, but not the KIA set of modern Festa 1.6T high-power engine system to introduce their own products. 
in terms of product features, Korean cars in the country earlier positive label, mainly more radical, the trend of design, features and advantages of this kind, in other joint ventures brand replacement, the gradual weakening of its own brand in the context of escalating Korean cars convince the main reason consumers, basically only the prices are lower than other joint venture brands.
Festa appeared, injected a hint of strong impetus for the Beijing Modern , gene Campaign, attracting a lot of young consumers. The Kia K5 Kay cool before hardly done anything to improve the brand image, enhance the core product strength measures. Even on their main compact-class SUV KX5, it is also equipped with a 177-horsepower 1.6T engine, and that one of the same displacement engine on Festa, respectively, high and low power version with 190 horsepower and 204 horsepower.
As to want to beat its own brand SUV through the old platform, low price Sportage, with comparative prices are basically full lag:
in the lower level models, e.g. small SUV KX3 proud to run, the whole system equipped with a 1.5L engine is a 115 hp, 0-100km / h acceleration takes 12 seconds more, and the more helter-skelter with the price of Geely equipped with a 177-horsepower 1.5T engine, Chang’an CS35 PLUS also it was equipped with a 158-horsepower 1.4T engine.
a brand greatest danger, not encountered controversy, but there are no outstanding characteristics make people remember, so when consumers consider buying a car, do not even think of the Kia brand as an alternative model. Considering the small number of consumers to the Kia brand, in comparing with the price of its own brand vehicles, Kia products found full force behind this is the case, let KIA caught up in a vicious circle.
and can be seen from a new policy of pre-K5 Kay cool, KIA has been trying to change this situation.
[123 ]
the arrival of the new K5 Kay cool, Kia can reverse the decline it? [123 ]
Just listed near the tenth generation Sonata, the pricing strategy is very aggressive, 16.18-20.58 million for pricing, comprehensive low in Japanese, German opponents of the same level, while in the car design, performance and functionality configuration, are also inferior to other competing products joint venture.
in the already low price based on, Beijing Hyundai also offers a 5-year 100,000 km free maintenance, replacement subsidy of 10,000 yuan of preferential policies to allow people actually see the sincerity.
Based on the same platform assembly and power Kia K5 Kay cool, in the development of pre-sale policy, to be more radical than Beijing Hyundai, the direct introduction of the policy premium package, 16.18-18.98 million for pricing, the purchase tax, $ 5,000 of commercial insurance have gotten involved, equivalent pricing basis to give about 2 million in concessions.
and on this basis, Hyundai Sonata five years, 100,000 kilometers of free basic maintenance, upgrades on the K5 Kay cool for lifelong free maintenance, plus free lifetime traffic and lifetime powertrain warranty, and replacement subsidy amount has further increased to up to 20,000 yuan.
Actual it will find the same price K5 Kay Cool feature set, the Sonata is less than ten generations, many functions need to be installed for money by adding optional, but all the preferential policies into account, K5 Kay cool price or to beat a Sonata.
For the pricing, K5 except Kay cool opponent with the outside door model Sonata, in the joint brand is no direct rivals, but in the actual market, K5 KayCool the flagship of the 16-19 million range still has a strong opponent. Such as the Buick Regal, snow Folan Mai Rui Bao, although the price is significantly higher than the K5 Kay cool, but terminal benefits is also great, just the actual selling price of the main price range in K5 Kay cool.
In addition, Nissan Teana although momentum as good as the Accord, Camry, but after discount, the overall cost is still has a strong appeal, these models are K5 Kay cool future to direct rival to face.
We picked up the configuration K5 Kay cool current release, after the preferential prices and bare close thereto three models were compared, it was found K5 Kay cool overall performance and cost-effective, and there is no clear lead.
In other words, KIA for the market situation is clear, it shows that seemingly aggressive pricing strategy, in fact, just the future is destined to be put through preferential water squeezed out in advance. The rest is to see who can attract and persuade consumers in a competitive market.
[123 ]
KIA strength and potential, still can not ignore the
[ 123] in recent years, Korean cars momentum is weak, it launched its own brand of new car when standard part of the joint venture, has gradually no longer even mention the Korean brand. Nature is the root cause behind the two Korean brands into new technologies, new models is slow, but this does notOn behalf of Hyundai, Kia and no power in the technology and product strength.
In contrast, whether from the joint venture brand or brands point of view, the strength of the Hyundai-Kia Group are not to be underestimated. It covers the type of product naturally aspirated, turbocharged, dual-clutch gearbox, AT transmission, HEV hybrid, PHEV hybrid, BEV electric, hydrogen fuel electric line and other technologies, the development is very comprehensive, not inferior to any foreign country brand.
and independent brands and compared to Hyundai, Kia the United States, Europe and other developed markets already have decades of experience, security and reliability have won a good reputation and achievements. For example this year, the US Consumer Reports reliability rankings, Hyundai and Kia breakdown 7, 9, ahead of Toyota.
Objectively speaking, the Hyundai-Kia is a very comprehensive technology, and there is no obvious short-board of the Automotive Group, Kia brand the last two years is to further strengthen the positioning of its own motion , but this image change, not well transplanted to the Chinese market.
K5 Kay Cool attention recently been shown that, as long as the product enough out of color, consumers will still be put into warm, KIA if this momentum can hold, heavy the whole brand image in the Chinese market, then the brand is likely to recover.
[123 ]
written in the last
[ 123] KIA situation in recent years is very optimistic, if manufacturers follow the crowd, left unchecked, the Kia brand will be further marginalized in the Chinese market, and ultimately may even gradually withdraw from the Chinese market.
Fortunately, K5 Kay cool soon, again attracted the market’s attention. The new image of excellent powertrain, full of sincerity pricing strategy, let us see the new face of KIA.
K5 Kay cool a car, it is difficult to reverse the entire Kia brand’s decline, but if the company can take this as an opportunity to gradually adjust, update their entire product system, the Dongfeng Yueda Kia’s future, it is still worth the wait.
“IMHO” | Author: thirteen small
long-term recruitment writer, editor car, mail your resume to:
car1q85@163.com [ 123]
world situation, we think only of value presented
