The transformation of electrification has brought about earth-shaking changes in the entire automobile industry, especially in China.
More importantly, China, which has broken through the annual production and sales of 30 million vehicles, is bearing the absolute pressure of the transformation of the automobile industry, promoting the pace of global automotive new energy transformation.
In this way, the competition is also accelerating.
From traditional Chinese car companies to overseas giants, in addition to coming up with more convincing decisions, they have to make more efforts to succeed.
The competition in China’s auto market in 2023 is fiercer than anyone can imagine, and more people begin to re-examine this new era.
The Chinese market is becoming more and more important.
In the industrial galaxy, any ambitious multinational car company has shown its importance to the Chinese market in the evolution of the past few years.
Even the giants in the echelon of luxury brands put “how to win applause in China” at the forefront of a series of new plans.
At the 2024 Beijing Auto Show, we saw countless car companies come up with such a new strategy.
To consumers, the slogans of some brands always look like a “blank check” with no foothold at all.
some goals and plans seem so old that they are difficult to effectively connect with the results at this stage.
If you want to discuss the brand planning that can move people’s hearts and realize it most quickly, it should be Beijing Hyundai.
In this “at home” international auto show, Beijing Hyundai shows its firm determination to face the future development with a brand-new strategy and brand-new models.
“in China, for the world”, when Wu Yijun, general manager of Beijing Hyundai, made this remark at the Beijing Hyundai press conference on the first media day of the Beijing Auto Show, it already made clear Beijing Hyundai’s attitude towards the Chinese market.
Not only Beijing Hyundai, but Hyundai also attaches great importance to the Chinese market.
At the Beijing Auto Show, we all saw Lei Jun watching and learning in front of the booths of major automobile brands.
But in fact, Hyundai executives also visited the booths of Chinese auto companies at the auto show.
During the auto show, Hyundai CEO Zhang Zaixun looked at the booths of Chinese auto companies with a very serious and modest expression.
Even if Hyundai Motor Group wins the global sales TOP3 again in 2023, Hyundai Motor is not resting on its laurels and is still following the technology trend, especially the respect and awe of the Chinese market, which is impressive.
Today, China is already the largest automobile market in the world, and the scale of production and sales has repeatedly reached record highs, which has a significant impact on the global automobile industry.
As a result, throughout the auto industry, established car companies such as Toyota and Volkswagen are also increasing their investment in China, and even luxury brands such as BMW and Mercedes-Benz are paying more attention to research and development in China.
China’s automobile market is changing.
At the critical moment of new energy transformation, China’s automobile industry is leading the trend of electrification and information and communication technology, which has changed the competition pattern of the whole world automobile industry.
In the wave of transformation again and again, we have seen some joint venture car companies leaving the market sadly, while others are drifting with the current and have completely lost their fighting spirit.
However, Beijing Hyundai will not and cannot easily give up the fruits of 22 years of hard work.
Looking back on the establishment of Beijing Hyundai in 2002, the challenges and difficulties faced were far beyond the description of the current market environment.
Along the way, Beijing Hyundai has the support of more than 12 million consumers and continues to be recognized by new users.
More importantly, the strong support of Hyundai Motor, which has today’s global TOP3 strength, means that Beijing Hyundai will gather more global high-quality resources, gather more experience in new product development, and bring more new empowerment in areas such as talent and technology.
All these have brought strong help and confidence to the return of Beijing Hyundai’s strength.
In the reform of the market, in order to meet the higher expectations of Chinese users, Hyundai Motor will launch the electrification business in the highly competitive Chinese market in the unique way of Hyundai Automobile.
For example, Hyundai Motor will launch IONIQ 5N, which won the 2024 performance car Award this year, and officially enter China’s high-performance electric market, thus opening the curtain of Hyundai’s differentiated electric strategy.
At the same time, Beijing Hyundai will speed up the improvement of the lineup of localized electric vehicles, and Hyundai is working with South Korea’s Nanyang Research Institute, China Technology Research Institute and Shanghai foresight Design Research Institute to develop localized electric models suitable for the Chinese market.
The new model will be launched gradually from next year, and a perfect electric vehicle product matrix will be created by 2027 to meet the needs of China’s new energy vehicle consumers.
According to the strategy of “in China, for the world”, Beijing Hyundai will work closely with a number of China’s leading motorized companies in the development of localized pure electric models.
For example, in battery manufacturing, Beijing Hyundai has strengthened cooperation with Ningde Times, a representative battery manufacturer in China, to further ensure the competitiveness of its products, so as to achieve a real “In China For Global”.
In addition to electrification, Hyundai Automobile, as a global leader in hydrogen energy technology, will continue to develop its hydrogen energy industry in China and expand its related business.
Modern automobile has the technology and ability to operate and build hydrogen energy application ecosystem such as production, processing, circulation, application and so on.
Especially in China, Hyundai Motor is carrying out Guangzhou HTWO plant construction and a variety of certification projects.
Starting from this year, Hyundai Motor will provide 14 hydrogen fuel cell vehicles NEXO to Guohua Energy Investment Co., Ltd., a subsidiary of the State Energy Group.
In the future, it will expand the demonstration operation in Ningxia, Hebei, Jiangsu and other places in China, and make positive contributions to the development of China’s hydrogen society and the achievement of double carbon goals.
Beijing Hyundai officially launched the 2025 New Project on its 20th birthday gift in 2022.
This year is the key year for Beijing Hyundai to implement the plan, and it is also the starting point for Beijing Hyundai to enter the 12 million + new era.
For the development of this year, Beijing Hyundai’s running speed has been significantly accelerated, as can be seen from the new car launched by Beijing Hyundai at the auto show.
2024 can be said to be the “flagship year” of Beijing Hyundai.
Sonata, which has a great influence in the medium-and high-class car market, has completed the upgrading of its products, and the 11th generation model was successfully launched in March this year.
This is the flagship car of Beijing Hyundai, and it is also a flagship product that Beijing Hyundai has built for the car market.
On the other hand, the fifth generation of Beijing Hyundai’s flagship SUV wins in the SUV market.
Dada, which was officially launched at the Beijing Auto Show, is positioned as a medium-and large-scale SUV for global exploration and will compete with products such as Hanlanda, ideal L7 and Crown Lufang.
This is the largest SUV model currently being produced by Beijing Hyundai.
It will form a flagship SUV double star with Paris, a new member of the SUV family, which will be sold online, leading Beijing Hyundai’s new development in the market.
In this way, I believe that Beijing Hyundai, which has ushered in a comprehensive update of its flagship products, will have more amazing performance this year.
More importantly, the two flagship models can be said to be impressive in terms of product strength, especially the first look.
In the design, the eleventh generation Sonata and the fifth generation Shengda both adopt the global ONE MODEL unified design, adopt the global unified data and standard research and development, strictly implement the global standardized definition in the production, and ensure that the design and quality of the products meet the global unified standards.
Especially the fifth generation Shengda, adhering to the original product research and development concept of “Cross the line (breaking boundaries)”, not only strengthens the unique sense of strength of the unique “retro” cars and SUV, but also meets the functional needs of the whole family.
In addition, the fifth generation Shengda also adopts the popular “founder” design in the SUV market, but unlike those “guard cousins” models of independent brands, the fifth generation Shengda highlights the originality in design and shows a unique new aesthetics of solid geometry.
Of course Beijing Hyundai has also made a lot of efforts to localize in order to meet the increasingly stringent consumer needs of Chinese consumers.
Take Intelligent Network connection as an example, Beijing Hyundai’s new models will be equipped with ccNC (connected car Navigation Cockpit) intelligent network connection architecture one after another, which is a new generation of cockpit system launched by Hyundai Motor in Korea, and has made adaptive improvements for the Chinese market.
The 11th generation Sonata is the first model carried by Beijing Hyundai, and the fifth generation Shengda will also adopt this architecture in the future to make intelligent network connection easier.
In the previous test drive experience, we have been deeply impressed by the new intelligent Internet connection architecture installed on the 11th generation Sonata.
In particular, map and voice use the system provided by Baidu, a leading domestic IoT enterprise, and add Tencent ecology, including the integration of QQ Music and other music, news, and book resources, car version of Wechat, Tencent Mini Program, to further expand the ecological circle, while other applications will continue to be updated with later OTA, which is no worse than today’s new power brands in terms of convenience.
In today’s Chinese automobile market, the phenomenon of design assimilation and functional redundancy is becoming more and more serious.
Beijing Hyundai’s new products are undoubtedly bright with their unique design style and more characteristic functional positioning.
As young people pay more and more attention to personality, Beijing Hyundai is also taking this opportunity to start a new product revolution.
In addition to these two flagship products, Elantra N Line and ix35 upgraded MUFASA are the best examples.
In fact, youth is also the new development goal of Beijing Hyundai brand.
As for the “2025 to New Plan”, Beijing Hyundai has defined the advanced path in the three areas of product transformation, brand innovation and service innovation.
Among them, the brand will comprehensively create a “young, technological, warm” brand label, through the integration of modern automobile global technology and local intelligent technology, let young consumers feel the warmth brought by “modern science and technology”.
In terms of products, Beijing Hyundai has adopted the new energy of all products, including the introduction of new electric brands and products and the full mixing of fuel vehicles, and opened the export strategy at the same time.
With regard to the sales target, Beijing Hyundai will ensure that the production and sales target of more than 500000 vehicles will be achieved by 2025, of which more than 100000 vehicles will be exported.
Similarly, Beijing Hyundai will build a new service system of “warmth”, “sincerity” and “joy” in service, and build a digital intelligent exhibition hall and retail model by launching a new version of GDSI, enabling new channels to bring consumers a more satisfactory and warm service experience.
All these are the new measures and reforms brought about by Beijing Hyundai.
Through this Beijing auto show, we saw a fighting spirit of Beijing Hyundai, but also showed that Beijing Hyundai will try to return to the center of the mainstream auto market stage.
Both the electric transformation and the brand innovation have shown firm determination and a clear action plan, and more importantly, Beijing Hyundai’s firm belief in the Chinese market is admirable.
There is reason to believe that Beijing Hyundai, which carries the trust of 12 million users, will realize the comprehensive advancement of brand value and write the new glory of development in an all-round way to a new era.
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