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According to the latest news from Yonhap news agency, Hyundai plans to launch nine new models in China to reverse the decline in sales. Hyundai Motor said that from this year to next year, in addition to launching new Sonata and Elantra models in China, it will also launch imported car business in China.

In the Chinese market, Hyundai used to be a car brand in parallel with Japanese and German brands, but its performance in China in recent years has not been satisfactory, and the pace of brands and products has not been able to keep up with the mainstream pace. At present, the market share in China has dropped from 5.1% then to 3.1% today. From January to July this year, Hyundai's cumulative sales in China fell by 31.3%, which is still lacklustre compared with other foreign car companies.

For this reason, Hyundai Automobile accelerates the strategic layout. According to Hyundai, since the launch of the new Sonata in China in July, the four-door sedan will also launch new models of Elantra, Mingtu and Festa; for SUV models, it will launch CUSTO, ix35 and Tusheng; and for medium and large SUV, it will export a new flagship SUV Palisade to China next month. As for electric vehicles, following the famous map, it will also launch a medium-sized CUV model IONIQ5 based on the exclusive platform of electric vehicles.

Among them, the 10th generation Sonata of Beijing Hyundai has been on the market in July, with a price range of 16.18-205800 yuan, powered by 1.5T engine + 7DCT double clutch transmission, and 2.0T engine + 8AT gearbox power combination.

It is worth noting that Hyundai has decided to start the sale of imported cars in the Chinese market, and will launch an appointment for sale at the Beijing auto show at the end of September as the first imported model with seven seats in the flagship series, the SUV Paristee. This is the first time that Hyundai Motor Group has announced that it will set up a sales network in China. Previously, the company's sales business in China are sold by agents. Hyundai hopes to consolidate its position in the global market through the development of imported cars in China.

Hyundai Motor's unsatisfactory market performance in China in recent years has put it under market pressure. In order to reverse the decline in sales, Hyundai has made frequent adjustments to its executive personnel and organizational structure since 2019. Li Guangguo, former minister and vice president of Hyundai Motor Corporation in South Korea, is the president of Hyundai Motor Group (China) and is responsible for the overall business of Hyundai and Kia in China.

At the same time, in September last year, Hyundai Motor appointed Li Feng as vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia, which is the first time that Kia has hired a Chinese CEO for the joint venture Dongfeng Yueda Kia. Li Feng will be responsible for managing Kia's local production, sales, planning and other business in China. Li Feng served as executive deputy general manager of Beijing Hyundai from 2009 to 2013, as well as positions at BAIC Futian, Chery, BAIC, Baoneng and Qoros.

In addition, Hyundai Motor Group (China) has appointed Mr. Li Hongpeng as Vice President of Commerce, which is mainly responsible for the strategic planning and market development of Hyundai Motor Group brand in China. Li Hongpeng has worked in Beijing Mercedes-Benz and Ford China.

In 2019, Beijing Hyundai's overall sales were 716000 vehicles, a slight decline compared with the same period last year. In 2020, Hyundai Motor has declined by 31.3% in China, and its market share has further declined. it remains to be seen whether the performance of new cars can be saved in the future.

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