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in july this year, the domestic retail penetration rate of new energy vehicles reached 51.1%, and the balance of the automobile market has tilted towards new energy. as the wave of new energy is accelerating, the elimination competition in the automobile market has further intensified, especially the joint venture brands have been hit more significantly. in the "post-new energy" era, how can joint venture brands take the next step? among them, beijing hyundai has given an answer.

recently, at the 2024 chengdu auto show, beijing hyundai unveiled its fifth-generation santa fe, 2024 kusto and other heavyweight new products. in today's era of new energy, beijing hyundai still sticks to the traditional fuel vehicle market and takes a differentiated path. so the question is, why does beijing hyundai dare to go its own way? the answer may be: in china, for china, and for the world.

intensify product innovation and deepen the chinese market

as competition in the automotive industry intensifies, some automakers have started to exploit consumers for the sake of so-called short-term interests, regardless of the feelings of consumers. however, beijing hyundai has strength, principles and vision. it continues to deepen its presence in the chinese market, increase product renewals, and bring products that better understand chinese consumers.

recently, at the 2024 chengdu auto show, the fifth-generation santa fe was officially launched, with a total of 5 models launched, priced at 195,800-268,800 yuan, directly lowering the price of the joint venture box suv to less than 200,000 yuan. if the replacement exclusive price is included, it starts at 185,800 yuan, further lowering the threshold. for the fifth-generation santa fe, it can be said that it directly lowered the price of the joint venture box suv.

on the one hand, chinese consumers currently have a special liking for square box designs, especially chinese brands such as haval and jetour have been working hard in this market segment. beijing hyundai seized this opportunity and brought the first "square box" model of the joint venture. with the industry's first hidden climbing handle, bidirectional aaf active air intake grille, and larger lower guard plate, the fifth-generation santa fe instantly became the focus of the market.

on the other hand, in terms of space and comfort, the fifth-generation santa fe has proposed the concept of a mobile five-star outdoor suite. with zero-gravity front seats, two-way armrest storage, 5-seat/6-seat/7-seat models available, a trunk volume of up to 2046l, nappa seats, bose audio, etc., the fifth-generation santa fe is like a mobile five-star king-size bed room, allowing the whole family to easily enjoy a comfortable outdoor life.

of course, beijing hyundai's product renewal goes far beyond this. the 2024 kustu has a slightly adjusted appearance, optimized and updated configuration, and is suitable for both business and family use. the new elantra family incorporates the racing gene into its products, and firmly grasps the youthful and sporty labels. the "two bedrooms and one living room" concept proposed by musa has also allowed more users to feel beijing hyundai's forward-looking layout. it can be felt that the renewal of each product of beijing hyundai is a deep insight into the needs of current chinese consumers, and it also shows its determination to deepen its roots in the chinese market.

beijing hyundai, from china to the world

at present, the automobile market has entered a fierce competition for stock. for most car companies, there are two paths before them: one is new energy, and the other is export. judging from the current penetration rate of new energy, it is very difficult to continue to maintain the current high-speed growth. therefore, export has become the next market growth point, after all, the global market pie is obviously larger.

at this year's beijing auto show, beijing hyundai released the "in china, for the world" strategy, which also shows beijing hyundai's long-term development perspective. of course, as the support for the global strategy, beijing hyundai must have a strong foundation to support it. here we have to mention baic group and hyundai motor. the former is the leader of domestic new energy and intelligent technology, and the latter is the world's top 3 automaker. it is precisely with these strong "foundations" that beijing hyundai has successfully led chinese cars to the world stage.

take the fifth-generation santa fe as an example. the car won the highest safety rating in the crash test of the "most stringent crash test organization" - the insurance institute for highway safety (iihs), demonstrating its strong product strength. everyone knows that high quality is the core of maintaining sustained competitiveness. after all, the "failure" of china's motorcycle exports has pointed us in the right direction. beijing hyundai relies on hyundai motor's global advanced quality system and has built the beijing hyundai "quality +" quality assurance system to create global classic models with global quality, always standing at the top of the global automobile market.

data shows that in the first half of this year, beijing hyundai's export business has achieved a historic breakthrough, with export volume increasing by 200%. at the same time, beijing hyundai has set itself a small goal: to export 50,000 vehicles throughout the year. this is the global market's recognition of beijing hyundai and the best response for beijing hyundai to go global from china.

"che yiquan" believes that, on the one hand, by continuously deepening the chinese market, beijing hyundai has fully utilized its local r&d capabilities, accelerated the empowerment of product renewal and iteration, and effectively met the needs of the chinese consumer market. on the other hand, using the chinese market as a springboard, beijing hyundai has been built into a global export base for hyundai motors, thereby achieving high-quality overseas exports of chinese cars. this is the best portrayal of "in china, for china, and for the world", and it also provides a transformation sample for other joint venture brands, so as to cross this round of automobile "bear market" and advance into the finals of the automobile elimination competition.