TU-TESL

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A year has passed, and the game is almost over. 17 consecutive months of market decline, and the direction of industrial change fog, enough to let everyone in the lonely hopeless wait, repeatedly collapse. In the past, the choice in the era of fuel vehicles was too simple. On the established growth path, as long as the cost is reasonably controlled and the profit is increased through the two channels of operation and integration of suppliers, it has become the majority of the work of vehicle enterprises. Nowadays, when the future trend and ultimate path of the "new four modernizations" are not clear, huge R & D investment has a high risk of water drift, and the cost of misjudgment of the trend is higher and higher. Many people stand in the middle of the forest road, terrified by the many choices in front of them, afraid that they can't turn back on the lonely road. However, at the turning point of the times, what is the most terrible threat? The fierce competitors are not, the unpredictable situation is not, in the eyes of the past, stagnant, is the biggest enemy at the turning point of the times. The above is Zhang Nan's perception of decision-making in Toyota's first chair for many years. And cheyu, the head of Beijing modern brand communication office, will "change the world, change yourself first" at the conference The nine characters coincide with Toyoda's core point of view. Just because Beijing Hyundai didn't hold back, it will embark on a new journey again after launching a new technology brand smart + strategy at Guangzhou auto show. Many years ago, a senior in the industry said, "Korean brands are very resilient." This can be interpreted as that he is very good at changing himself to adapt to the competition when he is in the market downturn. From the afternoon of the beginning of December 2018, when Yin Mengxuan, general manager of Beijing Hyundai, said, "now we will give priority to the new technology on the model of Beijing Hyundai to meet the needs of Chinese users for new technology", China was raised to a strategic height in the modern headquarters. This top-down thorough awakening and unswerving self transformation started with Liu Yu, executive vice general manager of Beijing Hyundai, saying "we want to change our lives" In this year, Beijing Hyundai has done a lot to strengthen technology flow, brand sharpening and forward-looking advancement. The smart + strategy of new technology brand mentioned above is just an important part of strengthening the brand label of "technology modern", which is the first time that Beijing modern has systematically promoted the technology brand to a strategic height. So what is a smart + strategy? "Smart + strategy" is based on the vision of modern automobile's future mobile travel ("clean mobility", "connected mobility" and "freedom mobility"), combining the needs of Chinese consumers and market changes. It mainly includes smart + clean intelligence + environmental protection, smart + connected intelligence + Internet, smart + Freedom intelligence + freedom. Smart + clean intelligence + environmental protection represent Beijing Hyundai's commitment to environmental protection travel, and represent the comprehensive upgrading and systematic layout of Beijing Hyundai's new energy strategy. With the popularization of smartstream powertrain and i-gmp platform, Beijing Hyundai will gradually reduce exhaust emissions. As one of the most important technologies in the automobile industry in the new era, the advantages brought by the automobile platform, such as the improvement of R & D efficiency, the reduction of production costs, and the improvement of product replacement speed, have brought great contributions to the automobile enterprises. The i-gmp platform technology with the core labels of globalization, modularization and platform is the best confirmation of technical strength. Its integrated design, safety, efficiency, driving, a variety of power and other basic functional modules realize the sharing of multi model platforms, greatly improving the basic performance of vehicles. The platform breaks the principle of "Antinomy", which can take into account both lightweight and collision safety. When it comes to performance, we have to mention a new technology, cvvd continuous variable valve duration technology, which is first developed by modern automobile in the world. This technology, which is installed on the smartstream powertrain, breaks through the bottleneck and limitation of variable valve control technology so far. It can not only improve the engine performance and fuel rate, but also reduce the exhaust emissions. Smart + connected smart + Internet is the follow-up of "intelligent Internet connection". Take the new generation of ix25, which is just on the market, for example, its intelligent internet 3 system, including Baidu CarLife, navigation linkage, car home interconnection and other rich and user-friendly convenience functions. Smart + freedom is the aspect. Smartsense on the 10th generation Sonata is based on L2 level automatic driving technology. In this field, Feng Shuo, director of Beijing modern product development and management department, is more confident that: "with the strength of modern group, there is absolutely no problem in realizing the industrialization of L3 automatic driving in 2021. Because at the end of 2018 and the beginning of 2019, NEXO has realized L3 automatic driving. " With the release of smart + strategy, Beijing Hyundai will walk in the road paved by this program and find brand new fulcrum. The adjustment of purchase tax, the decline of new energy policy, the switch of five countries and six countries Under the complex market situation, the new energy market is extremely "cold" this winter. In the face of market difficulties, Beijing Hyundai firmly consolidated the label of "technological modernity" and built its own moat. In the field of new energy technology, since 2016, Beijing Hyundai has released five new energy models, but the real strategic upgrading is still in this Guangzhou auto show. From the festa car in the exhibition stand to the oncino pure electric vehicle, from the EV concept car 45 to the launch of a brand new technology brand, Beijing Hyundai's choice at this time is a kind of courage and confidence. You know, at the gate of, this is a time when product strength is most needed. Fan Jingtao, deputy general manager of Beijing Hyundai, said in an interview after the press conference, "China's electric vehicle market is highly competitive. In the early stage, a large number of products imported by independent brands pose a great challenge to joint venture brands. How to seize the market share in China's automobile market is a very serious issue. " Through the market research of new energy, Beijing Hyundai divides China's new energy market into two categories: one is the domestic car market to solve the travel problem of private users, mainly aiming at north, Shanghai, Guangzhou, Shenzhen, Hangzhou, Tianjin and other licensed cities. The second is the new market of mobile travel, which will account for half of the sales volume of the whole market. There are essential differences between these two markets in terms of product characteristics and attribute requirements. In the new market of mobile travel, products will be used as operation vehicles, without the need to pursue high performance and high interconnection, and the operation cost will be the first consideration standard. While Beijing Hyundai's research on target customers has been accurate to specific cities, fan Jingtao said: "find the pain point of users, where is the market in the end? Beijing is the largest market for household cars. It is understood that the licensing rate of new energy licenses in Beijing is very high every year, which is our core market. I think our core target group should be users who have experienced and used electric vehicles and complained and dissatisfied about the early products of electric vehicles. " In fact, in addition to the technical strength of the modern brand, people are easy to ignore it. As a joint venture brand, Beijing Hyundai still relies on the resource advantages of BAIC. There is no doubt that BAIC is the absolute national sales champion in pure electric field. It has a very deep understanding of China's electric vehicle field, especially mobile travel. Rome was not built in a day. When 2019 is coming to an end, when more and more people mention Beijing Hyundai, the new energy technology reserve and performance vehicle brand will be changed from a vague concept to a clear outline. Then Beijing Hyundai will not have a virtual year. In the future, with the introduction of the 10th generation Sonata, festa EV and other models, the moat of modern technology will become more and more solid.