Beijing Hyundai: Fresher Deeply Develops SUV Segment

It is necessary to weight onto SUV segmentfor Beijing Hyundai, which plans to deeper its “DS”strategy.

As it known, the first small size SVU of Beijing Hyundai has launched market in April Beijing Auto Exhibition, which combined with new Santa Fe, IX 35 and Tucson as a new product series of Beijing Hyundai. Stepping after Mistra, so called IX25 by insider will become the 6th mode of Beijing Hyundai “DS” strategy.

According to development plan of Beijing Hyundai, brand reputation build is still one of the most important tasks among tasks of year 2014. As one important KPI to evaluatestrategy, one important task of Beijing Hyundai is to improve“DS” sales percentage. IX25 joining will benefit Beijing Hyundai to achieve the goal. However, “DS” strategy may face challenge in the future limited by Beijing Hyundai capacity limitation.

“Beijing Hyundaiintroducesheavyweight’s products into market every year. In year 2014, we introduce a small size SUV. It is the most important task of Beijing Hyundai this year.” LIU Zhifeng, executive vice general manger of Beijing Hyundai says.

As it known, IX25, which is coming to market, is the first small size SUV of Beijing Hyundai. The car will face competition with Ford Ecosport, Buick Encore, ChevroletTrax etc. small size SUVs. Because small size SUV segment now becomes another growth point of SUV segment, the market is watched by many automobilemanufacturers. Shanghai Buick Encore and Dongfeng- Nissan Juke shall launch market in the next half this year, which will be opponents of IX2 directly.

As for automobile company, the more intensive product introduction, the more potential of the segment. Therefore, it is very necessary for Beijing Hyundai to join battle of small size SUV. According to product line of Beijing Hyundai, it is reasonable for the company to introduce small size SUV into market this year.

At present, compact SUV takes the biggest market share of SUV segment. Beijing Hyundai has introduced IX35 and Tucson into market. In the middle size SUV segment, Beijing Hyundai owns new Santa Fe. IX25 market launching is just making up shortage of Beijing Hyundai of small size SUV segment.