AutoBeta(AutoBeta.net)08/30 Report--

With the gradual transformation of the domestic automobile market to high-end consumption, more and more brands are aligned with high-quality and high-grade models, trying to regain the attention of the Chinese market. A few days ago, Dongfeng Yueda Kia in the launch of the brand-new model K5 Kaiku, it plans to no longer push less than 100,000 models in the future.

According to media reports, Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia, said in an interview recently that Dongfeng Yueda Kia will no longer launch models priced below 100,000 yuan in the future, and will introduce three brand-new models in the next two years.

According to previous news, Kia's future models will include a new generation of Kia Jiahua, a new Lion Run and a new all-electric model recently released overseas.

Li Feng said,"In fact, from the current launch of the brand-new K5 Kaiku, Dongfeng Yueda Kia's younger, high-end process has officially started."

On the whole, the interior design of the brand-new K5 Kaiku adopts the same design as that of overseas market, which can be called fashionable and technological sense. The length, width and height of the car market size are 4980/1860/1445mm respectively, and the wheelbase is 2900mm, which is increased compared with the wheelbase of overseas version. It is positioned in medium-sized cars, but the length is close to many medium-sized cars.

Power, equipped with 1.5T and 2.0T engines, the maximum power is 170 horsepower and 240 horsepower respectively. 1.5T matches 7-speed dual clutch gearbox, 2.0T matches modern Paivotai 8-speed automatic gearbox; the model is also relatively rich in configuration. Only the positioning of new cars in terms of price has remained lower than that of mainstream joint venture brands and higher than that of independent brands.

Although Kia said that it will no longer push models below 100,000 in the future, there are still many models that should be positioned at present, including Huanchi, Yipao, Kia K2, Freddy, KX CROSS and other models. Even if some models are deleted in the future, they are saturated.

Moreover, in the current market environment, brands such as Kia in the marginal market have been obviously squeezed by the market and have to maintain certain market competitiveness through "substantial profits". Including some models in higher positioning, the terminal price has dropped to less than 100,000 yuan. Therefore, in the opinion of some netizens, the price of 100,000 yuan discount 50,000 yuan, but also just a change of routine.

For Kia, it may be a bold move to say that no more models below 100,000 yuan will be pushed in the future, but for the current overall market, the small car market of 100,000 yuan is shrinking, including mainstream brands, which has been seized by more independent brands below 100,000 yuan. At the same time, Dongfeng Yueda Kia below 100,000 yuan market models are relatively sufficient, did not play an obvious revitalization role.

Since reaching its peak in 2017, Dongfeng Yueda Kia has fallen into a significant sales decline in China. Today, Dongfeng Yueda Kia's monthly sales volume in China's auto market is only about 20,000 units, almost in a "difficult survival" situation. Data show that Dongfeng Yueda Kia accumulated sales of 113,000 vehicles in the first half of the year.

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