Fan Jingtao: Behind the "cutting-edge early adopter plan", Beijing Hyundai seeks to double its brand sales.

After Fan Jingtao, deputy general manager of Beijing Hyundai, delayed for nearly half a year, the 16th beijing international automotive exhibition in 2020 was finally restarted.

On September 26th, the first day of the auto show, Fan Jingtao, deputy general manager of Beijing Hyundai, visited the live broadcast room and introduced the new products, technologies and marketing measures of Beijing Hyundai in detail.

The first eight months of this year were not smooth for Beijing Hyundai. According to the data of the Federation, from June 205438 to August 2020, the cumulative sales volume of Beijing Hyundai was 3,083,992 vehicles, down 3 1.8% year-on-year.

Fortunately, however, from the perspective of sales changes, although Beijing Hyundai is still in a downward channel, compared with Changan Ford, Shenlong and Dongfeng Da Yue Kia, which once fell to the bottom, Beijing Hyundai has stabilized its base. The cumulative sales volume of 300,000 vehicles from June to August is still better than that of most car companies.

In fact, if we analyze the models sold by Beijing Hyundai, it is not difficult to find that Sonata, Elantra and Tucson, which helped them to sell millions of cars, were listed for five years, four years and three years respectively. Most of the products on sale have entered the last year of their life cycle, which is also an important reason for the decline in sales of Beijing Hyundai this year.

After experiencing the rhythm of new product listing disrupted by the epidemic, with the relief of the epidemic, in recent months, Beijing Hyundai's new product listing has finally returned to the right track.

From the ninth-generation Sonata listed before Chengdu Auto Show, to the seventh-generation Elantra pre-sold at Beijing Auto Show, and the fifth-generation Tucson L expected to be listed in April next year, Beijing Hyundai began to enter a new product cycle.

According to Fan Jingtao, Beijing Hyundai's new generation products are all built on the latest i-GMP platform of Hyundai Group, which not only adopts the family design concept of "nastic Movement" in design, but also carries modern Smartstream technology and CVVD technology pioneered by Hyundai Motor in the world.

This technology can reasonably control the valve opening duration according to the driving conditions such as constant speed driving and accelerated driving, so that the driving performance and fuel economy can be perfectly integrated. Take the seventh generation Elantra as an example, its comprehensive fuel consumption per 100 kilometers of 1.4T and 1.5L is only 5.2L and 4.9L respectively.

In addition to eye-catching new products and technologies, Beijing Hyundai is also "very attentive" in marketing and promoting brands and sales.

Take the seventh-generation Elantra, which just released the pre-sale, for example, because its target consumers are mainly young people, in order to quickly open this market, in terms of car purchase policy, Beijing Hyundai has launched a "cutting-edge early adopter plan" for young people who have just entered the workplace, and the car can be driven away with a down payment of 1 10,000 yuan. Moreover, this 10,000 yuan also includes purchase tax, insurance and other expenses.

What's more, Beijing Hyundai has also introduced a worry-free policy, which can be freely returned within one month, repurchased at a 10% discount within one year and repurchased at a 75% discount within two years, which is very rare in the industry.

This year marks the founding of Beijing Hyundai 18. Once upon a time, the product queue composed of Elantra, Sonata and Tucson once sent Beijing Hyundai into the car enterprise camp with annual sales of one million vehicles. Nowadays, with the reassembly of new products and the blessing of new technologies and new marketing measures, Beijing Hyundai has passed the age of 18 and entered a new stage. The road ahead is long, but it can still be expected.

The following is an interview record:

The seventh generation Elantra has created a new image with the blessing of science and technology.

Automobile sankei: What is the significance of Beijing Auto Show in the post-epidemic era for Beijing Hyundai, which is fighting at home?

Fan Jingtao: For Beijing Hyundai, at this year's Beijing Auto Show, we hope to enhance the image of Beijing Hyundai through the upgrading of products and the hard-core strength of technology. Through offline experience, consumers can truly feel the technical strength of Beijing Hyundai. ?

Automobile production and marketing. Com: In the development of Beijing Hyundai, Elantra is the most representative car type. This model has helped Beijing Hyundai to rise rapidly, but it has also limited the outside world's cognition of Beijing Hyundai's brand image to some extent. Do you think the opening of the auto show to pre-sell the seventh generation Elantra will change the outside world's view? ?

Fan Jingtao: At the end of 10 this year, the seventh generation Elantra will be listed. Different from previous cognition, as a global strategic car, this seventh-generation Elantra is not only in sync with the global market, but more importantly, it is original, and its appearance and interior have not been adjusted.

Moreover, since the seventh generation Elantra, the domestic product launch rhythm has started to synchronize with the international market, which was impossible before.

In terms of products, the seventh-generation Elantra is a pioneer car of the new digital generation, and its customers are young people of generation Z, who are more flamboyant, like the trend more, like sports more, and don't like being labeled. This product meets the car needs of these young people.

First of all, as far as product design is concerned, the seventh-generation Elantra is the second car built on the i-GMP platform. It is based on the essence of the design concept of "nastic movement" and "parametric dynamics", and the design language is young, sporty and trendy.

Secondly, in terms of intelligent networking, young people of Generation Z are the aborigines of the Internet, and their requirements for the Internet of Vehicles are very high. The seventh-generation Elantra is equipped with the third-generation intelligent networking system jointly developed by us and Baidu * * *, which makes the interactive experience between people and vehicles stronger.

Third, in addition to the design and intelligent network connection, the handling performance and safety performance of the seventh-generation Elantra vehicle are also very strong. The seventh generation Elantra has reached the L2+ autopilot level, which is very rare in A-class cars.

Fourthly, this product provides consumers with two powertrains, one is 1.5L naturally aspirated, and the other is 1.4T power, with excellent fuel economy performance. 1.5L naturally aspirated fuel consumption per 100 kilometers is only 4.9 liters. The combination of 1.4T high-power engine and 7 DCT transmission emphasizes the dynamic performance. The overall power reaches 103 kW, and the fuel consumption per 100 kilometers is only 5.2 liters. ?

Automobile production and marketing. Com: In addition to the seventh generation Elantra, the fifth generation Tucson L also appeared at this auto show. What role will Beijing Hyundai play?

Fan Jingtao: The fifth-generation Tucson L made its debut in China market today and will be listed in China market after April next year.

For Beijing Hyundai, it is a heavyweight product in the SUV market. In the global market, from 2003 to 2020, during the period of 17, the cumulative sales of Tucson products exceeded 7 million. Since it was introduced into China market in 2003, Beijing Hyundai has gone through five generations, with an overall sales volume of nearly 2 million vehicles.

For Beijing Hyundai, it is not only the masterpiece of our SUV, but also the cornerstone of sales and market share.

At present, all the marketing plans of Beijing Hyundai must ensure the smooth listing of the seventh-generation Elantra and the fifth-generation Tucson L, and all the work is also carried out around these. ?

Ten thousand yuan down payment to open a new car, Beijing Hyundai "spelled"?

Automobile production and marketing. Com: What marketing measures does the seventh-generation Elantra take to ensure that the new car can be sold quickly as soon as it comes on the market?

Fan Jingtao: This product is aimed at Generation Z, and our marketing activities are completely in line with the habits of young people as catalysts and their offline life trajectory. Marketing we do the theme around music, whether it is the listing conference or the later offline activities, we all do a circle. ?

In addition, when it went public today, it also released the "new and early adopters" plan, 100 to 200, 1000 to 2000 and 2000 to 4000. At the same time, for most young people who just entered the workplace, we launched a three-year interest-free down payment of 10 thousand yuan. The car can be driven away with a down payment of 1 10,000 yuan, which also includes purchase tax and insurance. ?

In addition, we also have a worry-free policy of preserving value, which can be freely returned within one month, repurchased at a 10% discount within one year and repurchased at a 7.5% discount within two years. ? & lt/ hydrotherapy