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According to media reports, the tenth generation of Sonata currently on sale will not be replaced in the medium term, but is planned to be replaced directly in 2023. As for why to skip the mid-term upgrade directly, some analysts believe that it is mainly due to the fact that the appearance design of current models does not meet the approval of consumers, resulting in poor sales. In order to solve this problem, Hyundai decided to significantly advance the replacement time of Sonata.

In April 2019, the new Sonata was officially released, with a more rounded look and feel, incorporating the design elements of the coupe. It uses the "Sensuous Sportiness" design language, the large-size hexagonal intake grille almost occupies most of the front area, and the headlights sketched by the hook lines on both sides are highly recognizable. In July 2020, the 10th generation Sonata of Beijing Hyundai was officially listed, with a price range of 16.18-205800 yuan.

From its official debut in 2019 to the replacement in 2023, this generation of models has been on the market for only four years, significantly reducing the replacement cycle compared with other products.

Sonata is unpopular. The tenth generation Sonata has not only redesigned the appearance and interior, but also made a great upgrade in terms of power. the most important thing is in terms of pricing, the price of a new generation of models is lower than that of the old Sonata. Taken together, the sales of the new Sonata will not be very bad. However, the reality is that Sonata's share in Beijing Hyundai is very low, with monthly sales of less than 1,000 vehicles. Figures show that Sonata sold 1408, 762,756,719,611,590 vehicles respectively in the first half of this year, with a cumulative sales volume of 4846 vehicles.

Modern times are unpopular. Sonata sales are low, perhaps not because of the product, but because of the brand. From 2020 to now, Beijing Hyundai has launched Sonata, Elantra, Mingtu, Tusheng L, ix35 and other models, these models are basically blockbuster models, and many new generation models are mid-term modified models, but in terms of sales, the current Hyundai brand sales are basically supported by Elantra and ix35 models, Tusheng L-month sales of about 2000, famous maps are also less than 1000.

As a joint venture brand once on an equal footing with Volkswagen and General Motors, the development of Beijing Hyundai in the domestic market is on the verge of danger. Beijing Hyundai set a target of 750000 vehicles in 2019, but due to market, product, sales network, and service system and other factors, cumulative sales reached 716000 vehicles in 2019, and fell to 502000 vehicles in 2020 under the influence of the epidemic. In fact, the product power of modern brands is not much worse than that of the same class models in the market, or even has certain advantages, but due to the squeeze of other joint venture brands and the upward development of independent brands, the living space of third-line marginal products is greatly reduced. even by exchanging price for quantity may not be able to reverse the market situation.

The industry believes that Hyundai does not innovate in strategy and models according to changes in the market, and the process of localization is relatively slow, while introducing too many similar models, resulting in uneven distribution of marketing resources at the same time. Unable to respond quickly to changes in the market. Cui Dongshu, secretary general of the Federation, said, "Korean cars have a strong performance in the global market, but they are more passive in the Chinese market." The main problem with Korean cars is that they do not step on the right pace of the market and there is something wrong with the strategy of the Chinese market. When the domestic SUV market is growing rapidly, the replacement of Korean cars is not timely, resulting in its product configuration and appearance can not meet the needs of consumers. "

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