AutoBeta(AutoBeta.net)04/03 Report--

On the evening of April 2, GENESIS held a press conference in Shanghai to announce that GENESIS officially entered the Chinese market and will bring two new cars.

GENESIS is an independent luxury brand owned by Hyundai Motor Group of Korea, similar to Toyota-Lexus, Honda-Acura, Nissan-Infiniti, Ford-Lincoln relationship. In fact, Janice entered China as early as a few years ago, when the official translation was "Janice", and later announced its withdrawal from the Chinese market in 2016. Four years later,"Janice" changed its name to "Janice" and entered China again.

Denise is a luxury brand owned by Hyundai Motor Group, but domestic consumers don't have much impression on it, even many consumers don't know it is a luxury brand. However, although Janice has a low presence in China, it is a household name in the US market and the Middle East market.

According to its website, the brand currently has five models on sale, including cars G70, G80, G90 and SUVs GV70 and GV80. The company announced that it has brought two models to China, the G80 and the GV80.

The G80 is positioned as a medium and large sedan. The appearance adopts the family-style design of the brand. The iconic diamond-type air intake grille and split-type headlights become the most representative design of the brand. The streamlined roof extends to the tail in the form of sliding back, and the split-type tail lights echo the front. In terms of size, the length, width and height of the new car are 4995/1925/1465mm respectively, and the wheelbase is 3010 mm.

In terms of interior decoration, the Janice G80 offers LCD meters, large size floating central control screen and knob shifting. In terms of power, refer to overseas models equipped with 2.5T turbocharged four-cylinder and 3.5T V6 turbocharged gasoline engines, with maximum power of 304 hp and 380 hp respectively, and maximum torque of 421 N·m and 530 N·m respectively. In the future, 2.5T models will be available for consumers to choose from.

The GV80 is positioned as a medium-sized SUV and is the first SUV model owned by Denise. From the appearance point of view, GV80 also adopts diamond grille middle net, front and rear headlights adopt split headlight design. The GV80 features a dual-spoke steering wheel, a full LCD instrument and a suspended central control screen, and a knob-type shift mechanism below. In terms of power, the GV80 overseas version only announced a 3.0T engine with a maximum power of 207kW (282PS) and a peak torque of 588N·m. Based on the Chinese market, it is expected that GV80 will provide 2.5T as an entry-level model with a maximum power of 224kw, matching 8-speed manual transmission.

Hyundai Motor has said that it wants to build Janisys into an independent brand with a complete product lineup, improve the brand value of modern cars and improve the profitability of enterprises, and proposes to complete six product lineups by 2021, covering different segments such as SUV and sports coupe.

According to the data of the Passenger Association, the sales volume of domestic luxury car retail market will increase by 6.5% year-on-year to 3.236 million vehicles in 2020, outperforming the passenger car market, indirectly reflecting the hot sales degree of China's luxury car market. With reference to the traditional luxury brand BBA, BMW sold 777,300 new cars in China in 2020, with a year-on-year growth of 7.4% ranking first among the top three German luxury sales; Mercedes-Benz and Audi ranked second and third with 774,300 and 726,200 respectively, with year-on-year growth of 11.7% and 5.4%.

As far as the domestic luxury automobile market is concerned, the current first-tier luxury brands such as Mercedes-Benz BMW Audi occupy a large market share, while the second-tier luxury brands Lexus, Cadillac, Volvo and so on stabilize the market sales volume. Compared with the above brands, although Janice is also one of the luxury brands, there is great competitive pressure to enter China at this time. The first-tier luxury brands and second-tier luxury brands have developed in the Chinese market for many years, and the brand influence is deeply rooted in the hearts of the people. It is not easy for Janice to occupy a place.

At present, Janice is faced with the following major problems: first, brand positioning, that is, whether it is a first-tier luxury brand or a second-tier luxury brand; secondly, product pricing, brand positioning affects its pricing standards, too high or too low may cause brand overflow and brand weakening; Finally, the dealer layout, as a brand-new luxury brand entering China, the biggest possibility is to establish a brand-new dealer system to promote brand tonality and brand influence, but this takes time and a lot of capital investment.

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