The low-end automobile market has always been the main position of independent brands and some joint venture brands, but when other powerful joint venture brands broke in, they had to "find another way" and began to March into the high-end automobile market. Independent brands such as Great Wall, Geely, BYD and Chery have already taken the lead. Beijing Hyundai, which has been wandering in the low-end market, has the courage to launch a flagship SUV-a higher price-Shengda.
Beijing Hyundai propped up the "facade" of SUV by Shengda, but unfortunately Shengda did not bring much sales to Beijing Hyundai. Looking at the annual sales volume of Shengda in 20 19, the monthly sales volume of Shengda exceeded 1000 in four months, reaching 4,700 at the peak. There are joys, of course there are worries, and the rest of the time, Shengda is hovering around hundreds of units. Without mercy, such sales are a failure for Beijing Hyundai and Shengda.
So why did it fail? Many consumers complain that its price is too high.
Hyundai Shengda is positioned as a medium-sized SUV, which can be said to be on the same level as Guandao and Highlander. Its guide price is 202,800-272,800 yuan, which is about 30,000-60,000 yuan lower than that of Guandao and Highlander, regardless of the entry-level model or the highest-equipped model. Even so, Shengda still can't sell Guandao and Highlander.
What is the reason? More is that the front car "does evil" and the rear car "pays the bill". As we all know, Korean cars have been supporting the market with 65,438+00-65,438+05 million cars since they entered the China market. In the early years, high-end cars withdrew due to brand and price reasons. Therefore, there is a "subconscious" in the minds of consumers. Korean cars should not sell at such a high price, just like self-owned brand cars, which affects Shengda, which wants to boost its image. The price can't be lowered casually, and the sales volume will naturally not go up for a while.
Moreover, Highlander and Guandao are both "veterans" in the SUV market, and they have prestige and reputation among Japanese cars and consumers. On the other hand, the performance of Korean cars in China in recent years is somewhat unsatisfactory, and Shengda is just a "recruit an egg shaped thing". China consumers who like to compare and save face are more keen to choose Highlander and Guandao.
What is the strength of Shengda, whose sales volume has been difficult to come up?
Today, Shengda has evolved into the fourth generation, and its appearance has changed greatly. After using the modern brand-new air intake grille, its overall appearance gives people the feeling of being "bold" and "young". Although it is unforgettable at first glance, it is really a bit "weird" in design. Split headlights may be good for cars, but they are always less interesting for SUVs. GAC Fick Jeep is a good lesson. Therefore, the emergence of Shengda has caused a serious "two-level differentiation" among consumers, and ultimately only the wise have different opinions.
Shengda's atmosphere can only be displayed from the side. The use of side lines is harmonious and full of strength, not as "abrupt" as the front face. Its length, width and height are 4930mm, 19 10mm and 1720mm respectively, and its wheelbase is 2865mm. Practically speaking, the body size of Shengda is better than that of Highlander and Crown Road. In fact, there is another bright spot on the side of Shengda, that is, its two-color wheels are very fashionable and sci-fi, and the tires are also high-end SUV tires of Hantai series, which can reduce noise and resistance.
In addition to the boldness of the front face, the tail of Shengda is also unique. This U-shaped through LED taillight is not only full of science and technology, but also has a feeling of "no car can be compared" at night, which is one of the family designs of modern cars.
Sitting in the car, Shengda's design finally eased. The traditional "T" center console doesn't have many bright spots, and it is mature and steady, not grandiose, and the materials used are very kind. Most areas of the interior are wrapped in soft materials, which can improve the grade of the car and the comfort of the drivers and passengers.
Not much to say about the general configuration, talk about its "black technology." The door handle of Shengda's main car is hidden. In addition to keyless entry, it also has fingerprint unlocking, which can unlock and start the vehicle. In terms of seats, Shengda has 6 seats. One advantage is that while meeting the needs of the whole family, there is no need for annual inspection like a seven-seat car.
In terms of power, Shengda is equipped with a 2.0T engine, matched with an 8AT automatic gearbox, and has a maximum horsepower of 240 horsepower. It is not difficult to find from the data that the horsepower of Shengda is higher than that of Highlander 2.0T engine (220 Highlander). However, consumers who take a fancy to Highlander are more concerned about its space, comfort and durability than power. Although Hyundai has done a good job, it still has a certain gap compared with Toyota.
Disadvantages of Shengda: On the whole, Shengda is still a car with high cost performance, but it also has its inevitable shortcomings. Many consumers report that the interior smells bad and the high-speed driving noise is loud, and NVH needs to be improved. Of course, what reflects the most is its price, and everyone hopes that it can be discounted by tens of thousands of yuan.
Finally, a nagging sentence: Shengda is the flagship SUV of Beijing Hyundai at present. It broke through the "bottleneck" of 200,000 yuan, with good cost performance. Unfortunately, consumers don't sell orders for it, and the sales volume is naturally ignored. Nowadays, modern cars have strength and technology, but what is more needed is a strong marketing to raise their own brands. After all, staying in the low-end market is not a long-term solution.
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.