The 2024 World New Energy vehicle Congress (WNEVC 2024), co-sponsored by the China Association for Science and Technology, the people’s Government of Hainan Province and the Ministry of Science and Technology, will be held in Haikou, Hainan Province from September 27 to 29.
With the theme of “low-carbon transformation and global cooperation”, the conference aims to work with participants in the global automotive industry to promote the sustainable and healthy development of new energy vehicles, strengthen global cooperation and jointly achieve the goal of carbon neutralization.
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, [Wu Yanbing, head of Public Relations of Hyundai Motor Group (China)], during the conference, Wu Yanbing, head of Public Relations of Hyundai Motor Group (China), had an in-depth exchange with Automobile House.
Wu Yanbing stressed the company’s emphasis on the Chinese market and demonstrated its strategic layout in electrification, intelligence and hydrogen fuel cell technology.
Hyundai Motor has adopted a differentiation strategy to meet the needs of Chinese consumers for the quality and performance of electric vehicles by introducing high-performance electric vehicles such as IONIQ 5N.
at the same time, it has conducted in-depth cooperation with Chinese partners in the field of hydrogen fuel cells to promote the demonstration operation of hydrogen fuel cell vehicles in China.
In addition, Hyundai Automobile also continues to research and develop intelligent technology, working with Baidu to promote intelligent development, and technological landing in the Chinese market.
Wu Yanbing pointed out that Hyundai is committed to consolidate its position in China’s automobile market through technological innovation and market adaptability, and actively promote the development and application of new energy vehicle technology.
The following is a record of the dialogue (edited): automobile House: last year, Hyundai became the top three automobile group in the world for the third year in a row.
The Chinese market is not quite the same as the global market, and it is quite special.
China’s auto market has changed very fast in the past two years.
How do you think Hyundai will adjust itself to the changes in China’s automobile market, especially in the wave of electrification and intelligence? Wu Yanbing: China’s automobile market has changed a lot in recent years, and the competition is also very fierce.
In this context, Hyundai Motor, as the top three car companies in the world, we have always attached importance to the Chinese market, but also attach importance to the development of the Chinese market.
For example, to deal with electrification, Hyundai Motor’s strategy is more of a differentiated strategy.
For example, we bring IONIQ 5N into China, and at the same time, the parallel strategy of “hydrogen + electricity” is also a long-term development strategy in China.
I think entering China’s electrified market through a differentiation strategy can make more people truly feel the real strength of modern cars in the field of electrification, and its quality can really feel modern cars through some minority layers.
no matter the quality, thermal management, kinetic energy recovery or handling, the overall feeling of modern cars in the field of high-performance electrification It does have unique advantages that are different from other manufacturers.
From this minority circle, we gradually let more people in the mass circle feel and play a linkage effect.
I think in the future, there will be more consumers in the ever-changing Chinese market, constantly feeling the quality of Hyundai’s development in China.
I think this is one of our original intentions.
Automobile House: what do you think of the current competition pattern in China’s automobile market? Because to be honest, almost all foreign brands have encountered considerable challenges in recent years, and the new competition pattern may be reshaping.
What do you think of the current situation? Wu Yanbing: I think there is always uncertainty about its development and changes in any area of the automobile market.
In this uncertain competition, I think as a global enterprise, especially the top three Hyundai Automobile Group in the world, we first need to have strategic determination, under the guidance of strategic determination, we will embrace the Chinese market more actively.
For example, as we just said, we will continue to make steady efforts in the fields of high-performance electrification, future electrification and hydrogen fuel.
This year is the IONIQ 5N electric high-performance models to come in, in the future we will bring more models suitable for the Chinese market.
I think some consumers or the media have given us feedback, that is to say, many people have sighed after they felt the electric products of modern cars.
In the past, I thought Hyundai entered the electric market a little late, and people would think that you did not have the relevant technology and products, so you did not enter the Chinese market.
My feeling is that we attach too much importance to the Chinese market.
We must take into account the dissatisfaction and imperfections of consumers in the development of electrification in the Chinese market over the past decade or so.
We must feel in advance that we may be a little late to bring sincere products and sincere prices to Chinese consumers.
But we entered the Chinese market with sincerity and confidence.
Auto House: since the wave of electrification, there are more and more performance cars in China.
Do you think whether the N brand brings a sense of race or performance to our consumers, how will it be reflected in our product design and driving experience? Wu Yanbing: for example, the N brand is a high-performance brand launched by our group in 2015.
high-performance brand must be such a brand with driving passion and driving fun.
our N brand has three characteristics, one is the curve characteristic, one is the track characteristic, and the other is its daily driving characteristic.
No matter our N brand, Elantra N or IONIQ 5 N, we strongly feel that this group of consumers pay special attention to manipulation and driving passion.
I think it just so happens that our three brands, DNA, give back to them their love of car racing, racing tracks, including daily driving.
Car House: when I went to Dongfang Xintiandi some time ago, because I saw our N brand’s direct store, the layout and atmosphere inside all had the feeling of the race track.
Wu Yanbing: yes, you see that there should be two simulators next to that car.
Although it is a display, you should really play on the simulator and listen to the salesperson introduce you to the history of the N brand and the characteristics of the product.
Oriental Xintiandi is also a bridgehead for us to display our brand, as well as Beijing Hyundai’s N Line and our N brand.
Automobile House: because there are many high-end electric car brands in Oriental Xintiandi, I would like to know whether our N brand will follow our Hyundai brand in terms of brand positioning and audience.
There is a clear distinction, or what is our main audience group? Wu Yanbing: the overall audience, for example, if the average electric car may be the users of electric vehicles, but the audience of high-performance electrification is a group of people who are particularly focused on sports, especially on high performance, and even some of these people who are particularly focused on the track, their way of life may be to go to the track on weekends to feel the speed and passion, and regard driving as a high-performance driving experience.
As a part of life.
Because we have been doing high performance for several years, but I think the proportion of this kind of consumers in the current market is gradually increasing, especially some young people, like our Elantra N price is very sincere, young consumers can easily own the first high-performance car of their own, which brings a lot of fun to their lives.
Auto House: just now we talked about the IONIQ 5N, which is the first electric performance car under the N brand.
When we talk about this product, we also want to know what the core advantage is compared with our competitors, because there are still a lot of performance-focused electric cars in the market.
Wu Yanbing: yes, everyone may think that the core advantages of high-performance electrified products are batteries, motors, and electric controls.
of course, this is also a foundation, but the real high-performance electrification, battery thermal management and kinetic energy recovery, it is a high-performance electric vehicle called must-kill, or killer mace, is its only secret.
In this field, Hyundai can be said to be the leader in the industry, is the best, because our kinetic energy recovery reached 0.
6G, almost twice as much as the entire industry.
Our thermal management is a set of pre-regulated management, because the whole high-performance electrification, including electrification, when the tram is running, the performance of the battery depends on the temperature of the battery, and once the temperature of the battery is controlled, the battery can safely, efficiently, stably and continuously provide the car with the energy it needs to power.
Our temperature regulation, whether in terms of design and manufacture, including use, should also be done very well among all the products in the whole industry.
Automobile House: last year, the World New Energy Automobile Conference in Haikou also saw cars with hydrogen fuel on display.
I know that Hyundai has always been laid out and promoted in this respect.
I would like to know what the latest progress in this area can be shared? In addition, as the power lines in China are becoming more and more diversified, has Hyundai considered the layout of other new energy vehicle technologies in China, such as plug-in and hybrid, in addition to pure electricity? Wu Yanbing: I think as an enterprise, it is not what the enterprise finally achieves, but what the market needs and what consumers like, what the enterprises in this industry should produce.
We also released the modern strategy some time ago, and we also regard hybrid models, including add-on models, as a starting point for future promotion.
I think it is the same in the Chinese market and the global market.
In every region, as long as consumers recognize and like it, we will quickly adjust our strategy, because many strategic directions of Hyundai Motor are based on generous orientation.
We will also make timely and flexible adjustments to bring suitable local technologies and products to the local market quickly.
Auto House: do we have any latest developments and achievements on hydrogen fuel to share? Wu Yanbing: there is a lot to say about hydrogen fuel.
we began to lay out the hydrogen fuel strategy in China in 2019.
With the gradual landing of the strategy, our stronghold should be the HTWO plant in Guangzhou.
I remember that the HTWO plant was completed and put into production on June 1 last year.
Like the hydrogen fuel cell car NEXO, we have also supplied 12 hydrogen fuel cell vehicles directly to the National Energy Group this year, because the National Energy Group has driven a demonstration effect.
For example, when it operates these vehicles in local demonstration areas such as Zhangjiakou, Ningxia, including the Yangtze River Delta, more people will have interest and confidence in the future development of hydrogen fuel cell vehicles.
Second, like hydrogen fuel cell light trucks, today we also demonstrated this activity.
Like this kind of light trucks, we should also have hundreds of demonstration operations in Guangzhou Development Zone, such as some logistics companies and merchants.
With the promotion or help of the government, hydrogen fuel cell light hydrogen cards can enter the market, and we have done more in-depth, including hydrogen fuel cell sanitation vehicles.
We also cooperate with relevant companies, and the hydrogen fuel cell sanitation vehicles produced are also in actual operation.
On the whole, whether it is the landing of the hydrogen fuel cell system factory, the demonstration operation of passenger vehicles, or the actual commercial operation of commercial vehicles, on the whole, I think the hydrogen fuel of modern vehicles in China is in accordance with the plan and strategy.
Gradually, very steady in the progress, but also saw a lot of real, very fruitful results.
Automobile House: what kind of thinking do we have on Hyundai’s current intelligent layout and technology reserve in China? Wu Yanbing: intelligence, I think is definitely the direction of the future, and I can feel that more and more consumers, especially young consumers, regard intelligence as a very important factor of choice and consideration when choosing cars.
The intelligence of Hyundai also continues to advance, for example, we cooperate with Baidu to carry out intelligent joint research and development, including our Hyundai R & D centers in China, such as our in Shandong and Shanghai forward-looking R & D Center.
including the continuous support of some R & D centers around the world.
For example, some actual landing results of intelligent development in China will be communicated with media teachers at that time.
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