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Recently, Genisse President Mike Song (Mike Song) said in an interview with the media during the 2024 Goodwood Speed Festival that more hybrid models will be launched in the future. The comments also mean that Genisse's earlier plan to sell only pure electric models from next year will be adjusted.

It is understood that there are no hybrid or plug-in hybrid models currently on sale. However, Mike Song expressed confidence that under the new strategy, it is expected to see these models in the entire brand lineup and will be applied to as many models as possible. In addition, it also pointed out that "electrification is still our vision." we will have 100% electric cars, but the current market and customers want hybrids more, so we really hope to bring Genisse hybrids to market as soon as possible. "

It is understood that in 2022, Genisse announced that it would sell only pure electric models next year, achieve 100% zero emissions by 2030, and achieve net zero carbon emissions by 2035. At present, G70, GV70, G80, GV80 and GV60 models are on sale in China. Although there is some layout in the pure electric model, but its brand influence is not high, the sales of Genisis in the domestic market is not remarkable.

According to the data, the domestic sales from 2021 to 2023 were 367,1457 and 1558 respectively. Although sales are growing every year, the increase is so small that it is more than ten times worse than the one-month sales of the new car-building forces in China.

Data show that GENESIS, an independent luxury brand of Hyundai Motor Group of Korea, was established in November 2015 and officially entered the Chinese market in April 2021. Its relationship with Hyundai is similar to that of Toyota-Lexus, Honda-Acura, Nissan-Infiniti and Ford-Lincoln. Earlier, he entered the Chinese market many times and entered the Chinese market under the names of "Lawns" and "Gaines" in 2008 and 2014 respectively, but they all withdrew from the Chinese market because of depressed sales. Renamed "Genisse" entered the Chinese market for the third time in 2021, after entering the domestic market, Genisis also accelerated the launch of many models, but due to the low influence of the brand, sales still did not improve.

The natural loss of poor sales also continues, with a cumulative loss of 3 billion yuan in the past three years, according to Genisse executives. It also revealed that the huge losses were mainly caused by high marketing expenses.

In order to reverse the depressed sales situation, the authorities are also speeding up the electrification transformation, launching three pure electric models one after another, but the sales performance of the three pure electric models is not satisfactory. In fact, not only the sales of Genisse are not good, but also the sales of the entire Korean brand in the domestic market are not optimistic. With the rapid development of new energy vehicles, Korean brands generally lag behind in the process of electrified transformation, which makes the situation in the domestic market more and more difficult.

This time, Genisse turned to launch more hybrid models, no doubt in order to increase sales in the domestic market. At present, hybrid cars are also regarded as transitional products between fuel vehicles and pure electric vehicles, and many car companies are also launching hybrid models one after another. Compared with fuel-fueled cars, hybrid cars have a great improvement in intelligence, and there is no anxiety about battery life, charging and so on. In view of these advantages, hybrid cars have also become a choice for many consumers. However, the tram report believes that although it is said that the launch of hybrid models by Genisis will help to increase sales. But this increase in sales may not be very large, the most important thing is to improve the influence of the brand. After all, in the domestic market, Genisse brand influence and performance-to-price ratio, do not occupy any advantage, in order to stand out in sales, it is not easy.

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