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With the release of the latest December data of the Association, the performance of various automobile enterprises in the past year has also been announced, some happy and some sad. From the data point of view, the most "embarrassing" is Dongfeng Yueda Kia, after the last month to do the sprint stage, Kia has been returned to more than a thousand vehicles.

Specifically, the returned models include KX CROSS, with 264 vehicles returned, Kia K4 478 vehicles returned and KX5 285 vehicles returned. Perhaps everyone will be surprised to see that Kia only sells a few cars throughout the year, but so many cars have been returned. However, according to the monthly sales volume of Dongfeng Yueda Kia in December, 31,258 vehicles were sold accumulatively, with a month-on-month growth of 42% and a year-on-year decline of 39%. The proportion of vehicles returned was not very large.

Among them, KX CROSS, as a small car of Kia Kia, has only two models, but it still has good sales volume during peak period, reaching nearly 8000 units in the same period last year. However, after entering 2019, the sales volume gradually declined, basically at about 1500 units in the whole year, until October last year, it rapidly declined to dozens of units. It is speculated that this model has entered the end of product.

As an A+ model, Kia K4 has long been discontinued, and the latest model is still in 2017. There is no national six model, which leads to the sales volume of this model has been sluggish since the policy was introduced. In the first few months, only single-digit sales volume was sold, and it is speculated that the models on sale are all inventory models.

Completely different from the former two, Kia's KX5 is still in a newer model, and there are also six models for sale, the latest model is also launched in the middle of last year, but sales are still not good, currently sales are only about a few hundred units. The reason is inseparable from Kia's repeated recalls of the KX5 last year, and since 2016, the model has been recalled four times. In addition, some netizens said that the KX5 changes only in appearance, the most important engine has not been improved.

Obviously, these cars appear to be returned because they have completely lost their competitiveness to competing models. In addition, Dongfeng Yueda Kia's main sales models include K2, K3, K5, Freddy, Zhirun and other models, which have also been exposed to various oil spills, flameouts, spontaneous combustion and other incidents.

In recent years, the Korean model of the "face value" still exists, but with the rise of independent brands,"face value" is no longer the only factor consumers look at, although the product force independent brand and Korean brand is opposite, but in the material independent brand more careful, so it seems that the Korean brand materials are not full. In contrast, the comprehensive strength of independent brands is gradually improving, while the quality control and quality of Korean brands are declining.

All these signs have led to a year-on-year decline in sales of Dongfeng Yueda Kia. In 2019, sales reached a record low in seven years, with a cumulative sales volume of 289,895 vehicles (including 31,190 vehicles sold in overseas markets), a year-on-year decline of more than 20%, failing to meet sales targets for the fifth consecutive year. At the same time, some dealers are more unwilling to sell cars, so most dealers withdraw from the network.

At present, Korean models are further declining in the domestic market. Although there are signs of recovery in the second half of the year, it seems that the price war has no great advantage for Korean brands for the more exciting competitive market in 2020. If the quality control and quality are not improved, it will be difficult for Korean brands to compete for a certain share with their own brands.

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