Introduction
Introduction
From the suspension of GAC Mitsubishi, we may see the future of weak joint venture car companies, including Beijing Hyundai.
Author: Cao Jiadong
Editor in Charge Cao Jiadong
Edited by Jin Penghui
In the second half of the market, the busy Chinese auto people once again engaged in the battle to regard "volume" as a culture. I believe that anyone will regard survival as the core topic of this year. From the traditional automobile companies to the new forces represented by Weixiaoli, happiness is always temporary, and only close combat and life and death struggle between two people are normal.
It's true that some people are desperate to get ahead, but at this time, they will never be absent. Looking back six months, the downfall of Weima and Aichi has become a microcosm of the evolution of China's car market. On the other hand, what about the traditional car companies in the second tier who choose to wait or no longer give solutions to the market feedback?
A few days ago, a "letter from home" from GAC Mitsubishi explained his helplessness and made the outside world aware of the uneven world. After several stages of self revolution, it still fails to keep pace with the evolution of China's car market. It is meaningless to discuss life or death. But to be honest, there are several joint ventures that can stand out under the fast fission pattern change.
From Chang'an Suzuki and Dongfeng Renault to GAC Mitsubishi, and even those enterprises whose market performance is declining, they belong to the end of the story. Apart from being dismissed by the market, there is no other way out.
Since this year, everyone has seen the situation of various car enterprises. The micro expressions of anxiety and impatience can also completely reflect the current situation of the whole joint venture sector. Then, the pressure on the weak joint venture led by Beijing Hyundai is self-evident.
However, we once speculated that some joint ventures without brand aura may not survive the next stage of market clean-up in the context of sudden changes in the international situation and consumer environment leaning towards independent brands. Here, seeing the lonely figure of GAC Mitsubishi about to withdraw from China, who can say that a forgotten role such as Korean cars can have a vibrant future?
A brief recovery is not worth mentioning
Just after the middle of the year, whether for the sake of self motivation or to take advantage of the momentum to pave the way for the life and death duel in the second half of the year, a variety of "good news" flooded in front of us. Relying on such realistic factors as inconsistent statistical caliber and poor delivery time of new cars, everyone is actively whitewashing the first half of the year in their own way. Singing one's own praises seems to have become the confidence to shout to everyone.
Compared with the operation of new forces controlling the whole public opinion, the voice of traditional car companies is much weaker. But what is more terrible, in my opinion, is that when facing the situation of continuous decline, some people will refine their gains and losses after the war, and some people will always try to cover up their own difficulties.
Take Beijing Hyundai as an example. It has a strong sense of self certification to attribute the cumulative sales of 123259 vehicles sold in the first half of the year to its own efforts. The simultaneous growth trend of 13% seems to be telling us that the current situation of Korean cars is not so bad. But then again, seeing that their market share has fallen and their new products have become calm one by one, can this be regarded as a beautiful mid-term answer sheet?
Although in such an unfriendly environment, it is always difficult for any joint venture company to seek phased recovery. Put new products on the market, attack the new energy market, create a circle of marketing... use all your skills, even if you end up with no results, you have to force yourself to swallow.
From the perspective of Beijing Hyundai, I dare to say that instead of finding some dispensable highlights in the rapidly cooling tone of the market, we should find some truly effective methodologies from the source. If not, no amount of attempts can only be regarded as an inspiration after struggling.
In other words, with the development view that market entry is constrained by independent brands, consumers have changed to foot voting selection mechanism, and the evaluation system for good and bad products has now fallen on a full dimensional perspective. When Beijing Hyundai announced that it had won the market, no one was willing to believe that it was due to its strength, which was the proof that mainstream consumers recognized Korean cars.
At the product level, the cumulative sales volume of 53661 vehicles in the past six months Elantra （ parameter | picture ）, the fifth generation with 49693 cumulative sales Tucson L Both ix35 and ix35 seem to support the sales base of the whole brand and become the mainstay of Beijing Hyundai. But on closer inspection, when the low price and old products become the sales core of a joint venture company, what else should be praised?
Beijing Hyundai has been facing the dilemma of "bitter products for a long time" in recent two years. The release rhythm of a new car every year has laid the foundation for Beijing Hyundai to break through. And like Kustu Such a new car is too short of highlight, so how can it be used as capital.
Yes, Beijing Hyundai has lost its foothold in the price belt of more than 200000 yuan. When Sonata , New Shengda Beijing Hyundai and Beijing Hyundai launched a new SUV Muza in the first half of this year.
The most important selling points of this car are the friendly price and good product strength. However, seeing the overlap between the positioning and the ix35, the following question is whether Muza is going to make an absolute increase in sales of Beijing Hyundai, or is it just limited to replacing the ix35?
If the focus is on the latter, I believe it is unnecessary to say more about the extent to which Chinese brands are involved in the 10-15 SUV market.
At the level of brand marketing and user maintenance, influenced by the inherent image of Korean cars, even Jennisis is unable to do better. How can Beijing Hyundai, which has long been solidified internally, change the world. Even as the world's third-largest auto group, Hyundai has plenty of money to support its business in China. However, it is well known that whether Chinese consumers are still interested in Korean cars.
No change, no future
What kind of way should the weak joint venture automobile enterprises use to survive? Since 2023, this topic has actually become extremely difficult. There is no brand power, and the volume is not as good as that of the independent car companies. These companies, which originally lived well in China, have been pushed to the edge of the market. Who can guarantee that they will not repeat the mistakes of Suzuki, Renault and Jeep?
The joint venture price war started in March has not been extinguished; Then, just as everyone thought that the afterglow of the war was going to fade, Chang'an Mazda set the starting price of the new Onkseira at 89900 yuan, which showed the momentum of breaking the boat.
He who can save himself is only left. Although in some people's value systems, these joint venture car companies are far from reaching such a low level of stature, as long as you have a glimpse of the market situation in 2023, you have to admit that there is nothing simpler than using the "price reduction for survival" method in the face of the choice of life or death.
Today, everyone attributed the main reason to the tension between China and South Korea. Once the idea of "family and country feelings" is involved in everyone's car purchase, there is little antidote for sales decline. However, from the root point of view, the loneliness of the joint venture car companies forced into the marginal areas is not limited to this. Compared with external factors, failure to fully understand Chinese consumers, over reliance on existing models and inability to do better in product renewal are all incentives.
On July 12, in a letter to all employees of GAC Mitsubishi issued by GAC Mitsubishi, the company had no choice but to admit that because the product sales were far from meeting expectations and the business was in trouble, the company officially entered the temporary production suspension stage in June, and will optimize the personnel structure according to the actual situation.
In addition, as Masahiro Moro, CEO of Mazda, said in an interview with foreign media recently, "Mazda's business in China may be difficult due to the fierce competition in China's electric vehicle market, and its strategy in China needs to be thoroughly reformed."
What are the indications? It shows that the situation of the whole second-line joint venture camp is always so bleak.
Perhaps different from Mitsubishi and Mazda, Hyundai Group, which has a thriving international business, has enough capital to support its Chinese business. From traditional fuel vehicle products to the promotion of electrification technology, Hyundai will be proud to believe that with its accumulated strength, there is no reason to fall in China, and everything is just a lack of time.
Of course, as an onlooker, we also have reason to believe that while Hyundai is still sparing no effort to improve the brand image of Hyundai cars with the help of high-performance brand N and high-end brand Zenith, this brand, which has set a record of annual sales of millions of vehicles in China for several consecutive years, still has some confidence and potential to tap.
Now, Hyundai, which holds the trump card of Enkrypton, is still reluctant to vigorously promote the launch of new products in China, and can have its own concerns. However, in this era of hostility towards everyone, the departure of GAC Mitsubishi is not accidental. Beijing Hyundai must understand that the spirit victory method of Korean cars is not worthy of praise at this moment. As the brand appeal of Hyundai gradually fades away, the more important thing is to keep pace with Chinese car enterprises in all dimensions while putting aside the persistent spirit.
｜ Cao Jiadong ｜
There is gasoline in the blood,
Only fast!
THE END
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