Faced with such an attractive big cake as the domestic auto market, no foreign auto company can be calm and contented. Everyone wants to seize some market and share some benefits. Among the many joint venture car brands, the German and Japanese have always been extremely strong. In the current situation, there are several major sectors. The German and Japanese are in the first echelon of joint ventures. Other American, French and Korean have become niche brands. Another major system is domestic independent brands.
In the global market, German Volkswagen, Japanese Toyota and Nissan also have good sales, but unlike the domestic auto market, Korean Hyundai, which has no sense of existence in the hearts of domestic consumers, can actually rank fourth in the global market. Everyone can see the efforts made by Korean Hyundai in the Chinese market. In order to restore its position in consumer minds, Hyundai has updated its previously popular models, and has also let itself go in terms of appearance design, but from the results, it has not worked and has not gained much. Perhaps it is because of regional differences, or because of different concepts of car use, it is really difficult for Korean Hyundai to rise again.
In fact, the technical reserves of Korean cars are still extremely inconsistent, with strict quality control and very mature performance in all aspects. From the engine to the gearbox, and four-wheel drive system, there are historical stories worth showing off. However, from its marketing in the domestic market, it does not start from the perspective of storytelling. What is more attractive is that the price of Korean cars is lower than that of Japanese and Germans, so the overall cost-effectiveness is raised. The price war between Koreans is good, which may be one of the reasons why it is well received in the North American and European markets.
In this way, the gradual decline of Korean cars in the domestic market may not have much to do with the quality of the car itself. It may be related to its brand influence and marketing strategies. It does not amplify its characteristics and cannot occupy a solid foundation in the minds of consumers. Without the public understanding of the domestic market, it is not as humanized as Japanese. It can only be considered an ordinary competitor. I want to conquer the domestic world based on my price advantage alone. But I never expected that domestic brands have risen rapidly in recent years. If it is a price war, few brands can resist the domestic brand. Under multiple factors, Korean brands have fallen to their current situation.
Despite this, from a global perspective, Korean cars still have strong profitability. Domestic Korean fans are no longer worried that they will delist if they can't hold on. Giving up the Chinese market should not exist.
