Recently, Hyundai Motor Australia CEO Ke Anzhe said at the **KONA new energy model launch conference that Hyundai will always be more high-end than Chinese brand cars. As soon as this remark came out, it immediately aroused widespread attention and heated discussions in the automotive industry.
First of all, we need to understand the collapse of Korean cars in the Chinese market. In recent years, sales of Korean cars in the Chinese market have been declining year by year, and their market share has been shrinking. Among them, there are not only the reasons of Korean cars themselves, such as lagging product updates and brand image not being prominent enough, but also the competitive environment of the Chinese auto market, especially the rise of Chinese brands, which makes the advantages of Korean cars in the Chinese market gradually weaken.
However, the remarks of Hyundai executives seem to ignore this fact. He believes that Hyundai will always be more high-end than Chinese brand cars, where does this confidence come from?Is it just because Hyundai is ahead in technology?
In fact, Hyundai's technological lead is not obvious. Especially in the field of new energy vehicles, Chinese auto brands have achieved remarkable results. According to the global sales data of new energy vehicles, China's new energy vehicle market share exceeds 50%, ranking first in the world. Moreover, China's technological innovation and R&D capabilities of new energy vehicles have also been recognized by the world, whether it is battery technology, motor technology or intelligent driving technology, Chinese brands are at the forefront of the world.
Under these circumstances, Hyundai executives dare to claim that Hyundai will always be more high-end than Chinese brand cars, which is undoubtedly a form of self-absorption and misleading consumers. They seem to have forgotten that Chinese car brands have made great strides in technology and quality, and that if Hyundai wants to regain its advantage in the Chinese market, it must put down its position, face up to its own problems, and strive to improve its product quality and technological innovation capabilities.
In addition, the remarks of Hyundai executives also exposed their misunderstanding of the Chinese market. The Chinese market is a fully competitive market, and consumers' demand and perception of automotive products are becoming more and more mature. They not only pay attention to the quality of the car, but also pay more attention to the quality, technology and cost performance of the car. Relying only on high-end positioning will not win the favor of Chinese consumers.
To sum up, the remarks of Hyundai executives, whether from the rout of Korean cars in the Chinese market, or from the perspective of China's global leadership in new energy vehicle technology, seem a bit absurd. If Hyundai Motor wants to re-emerge in the Chinese market, it must abandon this blind confidence, face up to its own problems, and strive to improve product quality and technological innovation capabilities, so as to gain a foothold in the fierce market competition, rather than relying on words.