The perfect trial of modern car brands and values

Recently, the authoritative financial publication “The Wall Street Journal” published an article titled “Modern Car: Ten Years of Grinding a Sword”. According to the report, "Hyundai has grown from a rookie to a global "threat" auto manufacturer in just ten years, ranking 13th in the world from the end of the 1990s, and it has been a decade since. In the past decade, Hyundai Motors has been trying hard to remove defects, improve quality, and improve design, and has invested a lot of money in this. Hyundai has simply realized that some of its competitors are unable to achieve, or that it is not. Dare to try and not achieve impressive performance."

In this regard, the relevant person in charge of Hyundai Motor stated that “we generally set the target above the level that we can achieve, and then implement it step by step.” On the other hand, competitive car companies are worried about the rapid rise of Hyundai Motor. Bob Lutz, former vice chairman of the industry’s legendary GM, once said, “Hyundai’s growth is daunting, and now his threat is greater than any other opponent.”; and Toyota Motor’s former director, Chrysler’s former president, current Nissan Jim Press, an automotive consultant, commented that "Hyundai is making things that many other car companies cannot do."

Constantly surpassing one's own strength To understand a brand, the most direct and fastest way is to understand the sales of the brand's products. Looking at the sales of modern automobiles, Hyundai Motor sold 5.74 million vehicles globally in 2010 and successfully broke through the 5.4 million sales target set at the beginning of the year. In one fell swoop, it surpassed the old American Ford Motor Company and entered the ranks of the top five automakers in the world. Especially in the U.S. market, it has achieved the best historical results of 830,000 vehicles. The chairman of the myth of creating a modern car, Zheng Mengjiu, did not show much joy in 2010 sales. Instead, he believes that Hyundai Motor should be more powerful. Therefore, in the 2011 inauguration ceremony, Chairman Zheng Mengji resolutely put forward a sales target of 6.33 million units, but in the near term, the annual target is no longer at 6.33 million. Recently, the chairman of Hyundai Motor Group, Zheng Mengjiu, visited the Hyundai Motor America plant and announced that Hyundai Motor Group's sales target in the US market this year has been raised to 1.057 million units, an increase of 4% from the original target value. Industry veterans commented on Hyundai Motors, “The Hyundai Motor has surpassed itself one after another on the road to innovation.”

The trial of brand and value is often considered not to have both fish and bear's paw, but it is a matter of course for modern cars. Not only has it quickly risen in sales volume and market share, it has also topped the world's top five automakers, and its brand influence has also been highly valued by the industry and consumers. At the end of 2010, Hyundai Motor ranked 65th with a brand value of 5 billion U.S. dollars in the selection of the "Global Top 100 Brands" organized by Interbrand, a global brand consulting company. It also achieved the highest achievement in car brands with a growth rate of 9.3%. , becoming the "fastest growing brand" in the global automotive industry.

Hyundai Motor can become the "world's fastest-growing brand" in the automotive industry in the global automotive market. It is inextricably linked with its own quality and marketing policies. In 2002, Hyundai introduced the concept of “Quality Management” for the first time, gradually expanded the number of quality team members, improved product line production supervision, and gradually enhanced product quality. At the same time, Hyundai Motor implemented a ten-thousand-mile warranty policy in the US market. It should be noted that at the time, the policy had a great risk for Hyundai Motor, which later entered the US market. Most people think that Hyundai Motor’s move in the United States will inevitably return to a painful price again. However, Hyundai Motors continues to push forward with its confidence and determination in quality.

Hyundai Motor's "Quality Management" model and numerous marketing policies have not only achieved an increase in sales, but have also made significant contributions to the upgrading of modern car brands. In 2010, Hyundai Motor was in J. D. Power's "2010 Consumer Service Satisfaction Survey," which was released for the first time, ranks first among Asian auto brands. In the near future, Hyundai Motors surpassed rivals such as BMW and Toyota by virtue of outstanding fuel economy, continuous improvement in quality, and won the honor of "Which," the "Best Car Manufacturer of the Year," from Britain's most authoritative consumer magazine. . At the same time, according to statistics on car sales in the United States, Hyundai-Kia Motors topped the US market with a 19% market share in sales of midsize cars in May. Not only that, in 2011 J. D. In the “New Car Quality Survey” report, Hyundai Motor’s flagship model, the new Equus, beat Mercedes-Benz S-Class, BMW 7 Series, Audi A8 and other luxury mainstream brands, and won second best historical results in the field of high-end luxury cars. Frequent reports indicate that the brand image of Hyundai Kia Motors has been significantly improved in overseas markets, which is also a valid evidence for Hyundai Motor's quality and brand recognition by consumers.

Impressing consumers with innovative thinking As Hyundai Motors gradually recognizes global brand recognition in global consumers, Hyundai Motors still adheres to the “Quality Management” line, and in addition it is strengthening the launch of new models. In the Chinese market, with the successful launch of luxury models such as the Ronnès, Ron’s-Cool, and the new Equus, the new Yazun models that have just been introduced have undoubtedly injected a booster for modern cars. For Ya Zun, who has been 25 years old, he naturally has to shoulder the heavy responsibility of upgrading the image of Hyundai Motors and successfully land on the Chinese market with a model of high-end car market. The brand new Yazun not only inherited the gene of fluid sculpture, which is a unique design concept of Hyundai Motor, but also has a larger interior space and a more comprehensive configuration than the same class of vehicles. High cost performance and comprehensive product advantages. Fashion, introverted, dynamic design, cost-effective, rich configuration, simply include all the important factors that consumers need to consider when buying a car. In fact, this is a manifestation of the new slogan "New Thinking. New Possibilities."

In response, Hyundai Motor China’s head of marketing said: “In addition to the newly launched Avatar, we will officially introduce the traditional Chinese three-seater Veloster to the Chinese market in the second half of the year. It will also bring Chinese consumers With a refreshing visual effect, this model is a good example of the essence of 'New Thinking. New Possibilities.' In the future, we believe Hyundai Motor will implement the 'New Thinking. New Possibilities.' , to bring consumers high-quality, high-value products with innovative ideas, and the first time to bring Chinese consumers."