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Recently, media reported that the dealers of a Beijing Hyundai 4S store in Chaoyang District of Beijing sublet most of the exhibition hall to Tesla, while the original Beijing Hyundai moved to the side, creating a sharp contrast in the size of the two stores.

Sales staff at the 4S store said that both stores were originally owned by Beijing Hyundai, but due to "various reasons", most of the showrooms were rented to Tesla, and Beijing Hyundai moved next door, an area that used to be the after-sales area of Beijing Hyundai. It is understood that this after-sales area can barely put down three exhibition cars.

Some netizens said frankly that if it can be transferred to other traditional brands, it is more or less ironic to transfer to Tesla. After all, as a joint venture brand that once sold millions of vehicles a year, its sales are now so low that it gives way to electric car brands.

Since entering the Chinese market in 2003, Beijing Hyundai has exceeded 1 million for four consecutive years from 2013 to 2016. Sales of Hyundai in Beijing began to decline after 2016, with sales of 816000, 746000 and 703000 respectively from 2017 to 2029, down 27.8%, 8.6% and 5.7% year-on-year, respectively, and were overtaken by Dongfeng Nissan, Geely Automobile, Great Wall Motor and other automakers.

2020 still failed to reverse the decline in sales, and further worsened. In 2020, Beijing Hyundai sold 502000 vehicles, down 28.7% from the same period last year. This is the fourth consecutive year of decline in Beijing Hyundai. What is even more distressing is that Beijing Hyundai has fallen off the list and replaced its own brand Chery according to the top 15 ranking of manufacturers' sales published by the Federation of passengers.

As an once-best-selling joint venture brand, Beijing Hyundai launched the seventh-generation Sonata, the seventh-generation Elantra, the new ix35 and other models in 2020, but still failed to save Beijing Hyundai's continued decline. Data show that the 10th generation of Sonata has sold 15254 vehicles since it went on sale in July 2020, falling short of expectations. The seventh generation Elantra has sold 39850 vehicles since it went on sale in October 2020, a strong performance.

Cui Dongshu, secretary-general of the Federation of passengers, said that Beijing Hyundai has launched new cars one after another, but there are no popular models at present, so it is difficult to boost overall sales. After the launch of the low-end model Elantra, it has become the main sales force, but the lower price is difficult to bring considerable profits to the dealers. Sonata, which sells at a higher price, is slow to sell, and there is great competition for products at the same price, which makes it difficult to bring Beijing Hyundai back to its peak. There is also a view that the Beijing Hyundai compact car camp has three models: Yuejin, Leader and Festa, and the addition of Elantra has led to a high degree of overlap in the prices of the four cars, resulting in internal friction.

In order to further recover the Chinese market, Beijing Hyundai plans to launch at least three new cars in 2021, including the brand new generation map, the fifth generation Tusheng L and a new MPV model.

The new generation map will be officially available in the first quarter, with a pre-price range of 13.58-175800 yuan. The brand-new picture adopts a brand-new family-style front face design, and the hexagonal middle net adopts the outer ring silver decorative frame + black grid design, together with the exaggerated split headlamp group to further enhance the recognition. The body size, the length, width and height of the new car are 4780/1815/1460mm and the wheelbase is 2770mm. In terms of power, the new Hyundai Mingtu will be equipped with 1.8L and 1.5T engines with a maximum power of 143 horsepower and 170 horsepower respectively.

Tusheng L will go public in the second quarter. The appearance of the new car changes greatly, the front face intake grille is replaced by a mesh structure, and the daily running lights are integrated with the grill. at the same time, the car also uses the design of split headlamp group. The interior decoration is relatively simple, using the combination of 10.25-inch instrument screen and central control screen.

As for the new MPV model, judging from the pictures of the real car exposed on the Internet, Beijing Hyundai's new MPV model uses a lattice of chrome-plated grille, which is different from the front face design of other Hyundai models, while the huge Qianzhong net occupies most of the front area. In terms of power, the new car is expected to carry a 2.0T engine. After the new car comes on the market, it is expected to become a competitor to the joint venture MPV models such as Odyssey and Ericsson.

Due to the lack of popular models, Beijing Hyundai has withdrawn from the mainstream joint venture brand camp, coupled with frequent price for volume, Beijing Hyundai has become a cheap brand in the minds of consumers, and its brand image has suffered a heavy setback. Beijing Hyundai plans to establish a new brand image through new products, technologies and marketing methods.

Recently, Li Guangguo, president of Hyundai Motor Group in China, said that Hyundai will give priority to the launch of 15 new energy models in China in 2025.

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