AutoBeta(AutoBeta.net)08/25 Report--

With the development of independent brands and the continuous rise of German and Japanese brands in recent years, the market share of the joint venture brands of the United States and South Korea has shrunk, coupled with the decline for two consecutive years and the impact of the epidemic. What's more, it makes the market competitiveness of its marginal brands become lower and lower, and has to maintain a certain market share competition through the strategy of "price for quantity".

A few days ago, Dongfeng Yueda Kia officially opened the pre-sale of a new generation of K5 Kaiku, launching a total of three models with an advance price of 16.8-189800 yuan. For such a price, it is obvious that compared with most of the current models of the same class, there is not much advantage, not to mention that the same-class models have given a good discount.

In this regard, while opening the pre-sale, Dongfeng Yueda Kia also offered some preferential policies, including the discount of new car price, namely landing price, purchase tax reduction and commercial insurance, in addition to enjoying the discount of ordering price. At the same time, the discount gift package also includes free lifetime maintenance, free lifetime warranty powertrain and so on. The highest discount is equivalent to a cash discount of more than 30, 000 yuan, which means it only needs to be sold at a price of 160000 of the new car.

In addition, the car, which is sold at a minimum of 160000, also has many standard configurations throughout the system, such as LED headlights, leather seats, 12.3in central control screen, reversing image, constant speed cruise and shift pick, and so on.

Have to say, for Dongfeng Yueda Kia in the new car only to achieve pre-sale to give such a discount, or by the domestic automobile market competition pressure. In addition to the fact that the current car market is far less than the market share of SUV models, it is also one of the reasons why it is one of the marginal joint venture brands. According to the latest passenger car market data in July, Korean brands account for only 4% of the market, second to American and better than French, and sales are still at a low ebb.

Among them, according to the official sales figures released by Dongfeng Yueda Kia, its July sales were 20001, up 17.5 per cent from a year earlier to 133000 from January to July, completing only 38 per cent of the 350000 set at the beginning of this year. However, affected by this year's epidemic, Dongfeng Yueda Kia lowered its annual sales target to 270000 vehicles, which still has a lot of market challenges.

Although the new car is named Kaiku, it is the successor to the K5. In appearance, the new car has undergone great changes with the K5 model. Concave air intake grille, with three-stage air intake and "S" type LED light belt.

On the side, the new car uses a slip-back style, and the iconic chrome trim on the roof is still preserved. The design of the tail adopts through-type taillights, and the internal light band design is dotted line design. In terms of size, the length, width and height of the new car are 4980/1860/1445mm, and the wheelbase is 2900mm, among which the wheelbase is higher than the Camry and Accord of the same class.

The interior of the new car has also been changed compared with the overseas version, using a large-size central control screen and liquid crystal dashboard, and the center console is slightly tilted to the driver's side. In addition, the center console has added a wood grain trim board to cooperate with the knob shift mechanism and piano paint panel to create a different feeling.

In terms of power, the new car offers 1.5T and 2.0T engines. Among them, the maximum power of 1.5T engine is 170 horsepower, the maximum torque is 253 Nm, the maximum power of 2.0T engine is 240 hp, and the maximum torque is 353 Nm. In terms of transmission system, the new car matches a 7-speed double-clutch transmission or an 8-speed automatic transmission.

Although Dongfeng Yueda Kia still relies on the advantages of joint venture brands, compared with German and Japanese models, its declining reputation in China makes its situation not optimistic, or even inferior to many independent brands. Therefore, in the face of such an environment, the marginal joint venture brands can only ensure market share through more price dips.

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