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On March 24th, Beijing Hyundai released its new concept car "MUFASA ADVENTURE", which will directly replace Beijing Hyundai's obvious model-ix35. It is understood that its mass production version will make its debut during the Shanghai Auto Show on April 18 and will be officially launched in July. As a reference, the guiding price of Hyundai ix35 in Beijing is 12.98-155800 yuan, and the starting price of Hyundai MUFASA is expected to be around 130000 yuan.

In terms of appearance, the new car uses the latest family front face officially named "Parametric Jewelry Design", with a large modern LOGO in the center, and a vertical full LED headlamp set on both sides, increasing the front face recognition. From the perspective of details, the ordinary version of the MUFASA also has a forward millimeter wave radar under the front license plate frame, which will be used as perceptual hardware for driving assistance functions. In addition, the details such as the exterior rearview mirror and the outline of the window are also blackened to increase the sports atmosphere.

On the side of the body, the MUFASA ADVENTURE concept car has a high ground clearance, muscular lines with impact color outer wheel eyebrows, jewel cutting style side pedals, D-pillar grid storage box and futuristic roof luggage rack, the overall visual effect is very outdoor and wild. In the rear part, modern designers have created a round-around OVAL combination taillight for the car, with a modern brand letter logo in the center, a round-around taillight and a hugging structure on both sides of the rear bumper to reduce the visual center of gravity at the rear.

It is worth mentioning that Beijing Hyundai MUFASA has completed the declaration in the Ministry of Industry and Information Technology. From a comprehensive concept point of view, mass production models basically continue the design language of concept cars, but the style is more inclined to urban SUV, which is suitable for household consumers. However, "Automotive Industry concern" speculated that in the future, the model may launch a different version of the appearance set, such as the blackened version. In terms of size, the length, width and height of modern MUFASA are 4475 / 1850 mm (1681 mm) and the wheelbase is 2680mm.

Judging from the spy photos of the interior decoration of the mass production car, the new car unexpectedly uses the popular penetrating double screen, and the center console tilts slightly to the driver, creating an obvious driving area, on the one hand, it is convenient for the driver to operate the screen and function keypad. On the other hand, it can also enhance some driving desire. At the same time, the car may use a push-button shift mechanism, and the seat details are handled with red stitches.

In terms of power, the Beijing Hyundai MUFASA ordinary version is equipped with a G4NJ 2.0L naturally aspirated engine produced by Shandong Hyundai Weiya Automobile engine Co., Ltd., with a maximum power of 118kW. As a reference, the current ix35 offers 1.4T turbocharged engines and 2.0L naturally aspirated engines, with a range of 12.98-155800 yuan for all models.

Ix35 is a compact SUV model owned by Beijing Hyundai. It was once a best-selling model under Beijing Hyundai, with monthly sales of more than 10,000 vehicles. It is a product that can compete with the German and Japanese compact SUV. However, with the decline of the quality and competitiveness of Beijing Hyundai products, the performance of ix35 in the end market has obviously stalled.

In April 2010, Beijing Hyundai ix35 launched a total of six models with 2.0L and 2.4L engines, with a price range of 16.98-242800 yuan. In November 2017, the new generation of ix35 was officially listed, with an official price range of 11.99-161900 yuan. In terms of power, the new car is equipped with a 2.0L engine with a maximum power of 160hp and a peak torque of 193Nm, which is matched by a 6AT gearbox.

In December 2020, the medium-term revamped ix35 was officially listed with a market guidance price of 12.98-155800 yuan. In terms of appearance, the shape of the new ix35 front grille has been changed to an interlaced style, the horizontal headlights are connected to the large-size medium net, and the front bumper has also been redesigned. In terms of power, the new ix35 continues to carry 1.4T turbocharged and 2.0L naturally aspirated engines with maximum power of 140hp and 160hp, and peak torque of 193Nm and 242Nm, respectively.

The annual sales of the ix35 in 2022 is 64148 vehicles, which is far behind Honda CR-V, Toyota RAV4, Nissan and other models in the compact SUV market, according to the Carriage Association. However, in the Beijing Hyundai product camp, the performance of the ix35 is not poor, it is the second-selling model of Hyundai in Beijing, after the Elantra, which sells 99856 vehicles for the whole year.

At present, Hyundai does not have a strong sense of existence in the domestic market. According to the insurance figures, the cumulative sales of Hyundai in Beijing in 2022 was 260390, down 31.96% from the same period last year. According to sales figures released by Beijing Hyundai, the Elantra is Beijing Hyundai's best-selling model, with retail sales of 100718 vehicles in 2022, accounting for 38 per cent of Beijing Hyundai's total sales. According to the data, the seventh generation Elantra went on the market on October 25th, 2020, with an official guidance price of 9.98-141800 yuan, providing 1.5L+CVT and 1.4T+7 speed dual clutch gearbox powertrain.

In November 2022, Beijing Hyundai launched the "2025 to New Program", which plans to return to the annual sales target of more than 500000 vehicles by 2025 through product transformation, brand innovation and service innovation. Among them, Beijing Hyundai will achieve full hybrid fuel vehicles in 2025, and build a hybrid product matrix of one MPV, two cars and three SUV models in the next 3-5 years, reaching the annual production and sales scale of 300000 hybrid products.

Today's Beijing Hyundai is at the crossroads of fate, even if the Elantra once had more history, but it really can not move the new energy vehicle market which has already entered the intelligent competition in the second half. With the high-end market of new energy vehicles has long been a red sea, without the new popular style to join, the survival of Beijing Hyundai is even more difficult.

At the same time, Beijing Hyundai reflects the "dilemma" of Korean cars in China's auto market. With the gradual maturity of China's automobile market, consumers no longer simply take the pursuit of brand as the only standard to measure automobile products, but consider comprehensively according to price, configuration, etc., combined with the actual demand, and how the newly launched products get market attention and how to be recognized by consumers is a problem that Beijing Hyundai needs to ponder.

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