In the increasingly fierce competition in the auto market, many new car-making forces are in danger because they can't come up with competitive products, and those foreign brands that don't have a high sense of presence and rely on cost performance to win may be in a more difficult situation. However, in the sales data released by Kia in 2023, there is a full 31% year-on-year growth, which is a big surprise.
In fact, Kia's 31% year-on-year growth includes domestic and foreign markets, after all, the sales of export models increased by 125% year-on-year, which greatly increased the overall data; However, even so, Kia's export sales in 2023 will only be 80,602 units, and the total sales will be 166,395 units. In comparison, BYD Group sold 201,493 units in January this year, which is a completely different magnitude.
Looking at Kia's hot-selling models in the domestic market, the increasingly preferential Lion Platinum Tuojie has carried the banner, and with a discount range of 40,000 yuan at every turn, it will sell a full 11,291 units in 2023. In terms of product strength, Shibo Tuojie provides 15T turbocharged engine, 20t turbocharged engine and 20L petrol-electric hybrid system, so that consumers have a lot of choice, subdivided models are as many as 11 models, but in the case of low overall sales, this makes dealers bear more inventory pressure, some of the models that can not be sold for a period of time, can only increase discounts to consumers to pick up cheap.
Next, the sales of Zhipao, Yipao, Kia K3 and Setus in 2023 will be 10,887 units, 8,689 units, 7,307 units and 6,657 units respectively, of which in addition to the starting price of Zhipao exceeding 100,000 yuan, the other 3 models are all taking the people-friendly route, and the main sales areas are of course third, fourth and fifth-tier cities, and those areas where the Kia brand can still have some reputation. The sales volume of Kia K5 and Carnival in 2023 will only be 3,116 units and 1,948 units, making Kia quite powerless in the high-end market.
In the next step, Kia obviously chooses to make efforts in the new energy market. According to the plan, the imported Kia EV6 is the first to make a reputation for performance, and then the domestic Kia EV5 wins the family car market - unfortunately, the Kia EV5 still has to rely on the reputation of the Kia brand, but in the third, fourth and fifth tier cities where the energy supplement facilities are not perfect, how many people will choose new energy models?