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In 2022, a number of car companies have announced their annual results in 2021, such as Dongfeng Honda terminal sales of 793272 vehicles, FAW-Volkswagen terminal sales of 988677 vehicles. Recently, Beijing Hyundai, one of the domestic joint venture brands, also announced its sales results for 2021, but perhaps because the overall figure is not satisfactory, the authorities did not release too much data, but just singled out several models that performed well.

According to the poster, the seventh-generation Elantra sold 17009 vehicles in December, with a cumulative total of more than 130000 vehicles for the whole year; the fifth-generation Tusheng L sold 6390 vehicles a month, with an average monthly increase of 114% in the fourth quarter; the new ix35 sold 7947 vehicles in December and 82924 in 2021; and the new MPV Cousteau, which has been on the market for only three months, has accumulated sales of 7967 vehicles, making it among the top 10 of MPV monthly sales. As for the specific sales of the above models, or the annual sales of Beijing Hyundai, are not reflected in the poster, we can see that the market performance of Beijing Hyundai is really not optimistic.

According to wholesale data from the Federation of passengers, Beijing Hyundai sold 320232 vehicles in the first 11 months of 2021, down 33.95% from a year earlier, while Beijing Hyundai has a sales target of 560000 vehicles in 2021, with a target completion rate of only 57.16% by November. According to the sales data released by Beijing Hyundai, Elantra, ix35, Tusheng L and Kusto are the main models of Beijing Hyundai at present, of which the seventh generation Elantra and ix35 jointly support Beijing Hyundai's sales system, but it is obviously difficult to change Beijing Hyundai's market predicament by relying on Elantra's monthly sales of tens of thousands of models.

As early as 2002, Hyundai Motor Group entered China and successively set up three vehicle production enterprises in China, namely, Beijing Hyundai, Dongfeng Yueda Kia and Hyundai commercial vehicles. it took only five years to enter the era of total output of 1 million units. In the passenger car market, Beijing Hyundai and Dongfeng Yueda Kia undertake the development direction of South Korean car companies in China, but the current development of both Beijing Hyundai and Dongfeng Yueda Kia is not optimistic. Take Beijing Hyundai as an example, it has the first, second and third factories in Beijing Shunyi, as well as five major passenger car production bases in Cangzhou and Chongqing, with an annual output of 1.65 million vehicles.

Until 2016, Beijing Hyundai dominated the domestic passenger car market with cost-effective performance, with sales of 1.03 million, 1.16 million, 1.06 million and 1.14 million respectively from 2013 to 2016, and reached an all-time peak in 2016, making it one of the outstanding joint ventures in China. However, sales of Hyundai in Beijing have been falling since 2017. According to the data, the cumulative sales of Hyundai in Beijing from 2017 to 2020 are 755659, 782163, 685126 and 384782 respectively, and the cumulative sales from January to November in 2021 are 320129. It is conservatively estimated that the annual sales may be about 350000. Of course, the sharp decline in sales in 2020 compared with 2019 is mainly due to the impact of the epidemic, while the decline in 2021 compared to 2020 is due to a shortage of parts. In addition, it also has something to do with the product power and popularity of Beijing Hyundai Automobile.

In mid-December 2021, Hyundai Motor Group announced the appointment of senior personnel in China. Li Hecheng, vice president of Hyundai Motor Group China, will succeed Li Guangguo as president of Hyundai Automobile Group (China). Fully responsible for the operation and management of Hyundai Automobile Group (China) Investment Co., Ltd., the new personnel appointment will take effect on January 1. Can the appointment of a new leader change this situation?

According to the latest report by Yonhap news agency, Hyundai Motor Group announced that its global car sales in 2021 will be 3.89 million vehicles, compared with the original planned target of 4 million vehicles by 110000. In addition, Hyundai Motor announced its global sales target of 4.32 million vehicles in 2022. Of course, this change may be based on Hyundai's "HSMART+ Strategy" brand-new development strategy, or it may be related to the mitigation of parts supply.

Cui Dongshu, secretary-general of the Federation of passengers, once said, "the sales volume of Hyundai in Beijing continues to decline, and the gap between production capacity and sales is still widening. I think it is a problem of disobedience between soil and water." Hyundai has performed well in the global market, but it is not satisfactory in China. Brands still have to face the problems of how to improve their product strength and how to quickly adapt to the changes in the Chinese market.

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