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This is really like a leaking roof when it rains, or a leaky boat encountering headwinds.

The involution of the automobile market not only makes manufacturers feel cold, but also impacts the dealers’ already high inventory. Recently, several dealers in Hunan sent a letter toBeijing HyundaiThe document requesting "suspension of car pick-up" has brought this bleak reality from behind the scenes to the forefront.

The letter shows that in view of the huge inventory pressure, extremely difficult operations and very serious losses of all dealers in Hunan Province, all dealers in Hunan unanimously requested that they temporarily stop picking up cars from Beijing Hyundai from August 8, 2024, and no longer accept automatically delivered vehicles.

At the same time, Beijing Hyundai was also required to immediately solve the existing inventory of dealers in Hunan and honor all previous promises and incentive policies. The bottom of the document also has the official seals of 9 car dealers. However, Beijing Hyundai has not yet responded publicly to this matter. We look forward to Beijing Hyundai's response to this, so as to prevent the problem from continuing to ferment, and at the same time improve products and reduce inventory to facilitate the next battle.

After the document was exposed, in addition to making people feel sad about the survival status of dealers, they also expressed concerns about the current situation of Beijing Hyundai. After all, judging from the sales volume, Beijing Hyundai's sales performance after entering 2024 is not optimistic.

Public sales data shows that since February this year, its sales have been declining year-on-year for five consecutive months, which of course also means that Beijing Hyundai's sales in the first half of the year showed a year-on-year decline, which makes people worry about its prospects. In the first half of this year, Beijing Hyundai's cumulative sales were only more than 91,000 vehicles, a year-on-year decline of 19.36%.

In its previous peak period, Beijing Hyundai's annual sales had remained above 1 million vehicles, and in 2016 it even achieved a miracle of 1.14 million vehicles. However, with the acceleration of the new four modernizations of automobiles, the rise of domestic new energy vehicles has become a trend, and its impact on joint venture brands has become more obvious. Not only Beijing Hyundai's sales have declined, but alsoToyota、Honda、NissanJapanese brands such as SUV and SUV also showed a downward trend.

From the product perspective, the performance of several Beijing Hyundai products is not satisfactory. Taking the retail sales in July as an example, the best-sellingElantraThe sales volume for the month was only 4,638 units.TucsonThere are 2123 vehicles.Hyundai ix35There are only 1451 vehicles.Sonata、Kustu、Shengda、FestaThe monthly retail sales of such products were less than 1,000 units, which is truly shocking.

In addition to the sluggish sales of traditional fuel vehicles, Beijing Hyundai's failure to launch a good product in the new energy sector is also an important reason for its sluggish sales. The Hyundai IONIQ 5 N, which was pre-sold in June this year, is priced too high and will faceZeekr、Ask the worldThe competition prospects of products in the same price range are not optimistic. And the high pre-sale price of 398,800 yuan probably means that its audience will not be wide.

In fact, in order to cope with the decline in sales, Beijing Hyundai has also been reducing production capacity to reduce costs, including the Beijing Shunyi No. 1 Factory and Chongqing Factory, which have been sold one after another. But even so, its production is still huge, which does not match the sluggish sales.

For Beijing Hyundai, how to activate existing products will be the key to whether its sales can recover. First, it should adjust the prices of existing products and "survive" by adopting the strategy of exchanging price for volume; second, it should innovate in products. Models including the new Santa Fe, Elantra, and Musa have reached the point of renewal. Through renewal, consumers can feel more sincerity. Only in this way can it gain a place in the fierce market.

In conclusion:

Fierce market competition has caused many chaos in the auto market. Dealers and manufacturers are both important players in this. Faced with fierce market competition, how to clear upstream and downstream channels and launch products that better meet market demand is undoubtedly the key to standing out. We will also keep an eye on Beijing Hyundai's future performance.

(This article is originally produced by the editorial department of [Car World] New Media. The sales data involved in this article comes from the comprehensive industry sales data released by the China Passenger Car Association or third-party platforms. Some pictures are from the Internet. The data and related materials with marked sources are all quoted. Please refer to the official information for details. This article is written by Lan Zhan, and personal opinions are for reference only.)