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auto-first | wang yi

"in this car, we can see beijing hyundai's 'innovation and transformation' and 'sticking to its original intention'. i believe that with the transformation and development of beijing hyundai, we will be able to create another miracle in the chinese market," said wu zhoutao.

at the 2024 chengdu auto show, beijing hyundai's fifth-generation santa fe was launched at a price of 195,800-268,800 yuan, and the replacement price after the preferential policy was superimposed was 185,800-253,800 yuan. this car combines the design of hard-core off-road and advanced and comfortable driving space. after its launch, it will consolidate beijing hyundai's leading position in the medium and large suv market with stronger competitiveness. at the same time, at the beijing hyundai booth, visitors can also taste and experience the mpv model 2024 kustu, which was just launched two days ago, and the high-performance pure electric vehicle ioniq (aini krypton) 5 n, which was introduced to the chinese market for the first time. these new products jointly demonstrate the comprehensive strength of beijing hyundai.

at the same time as the new car was launched, beijing hyundai conveyed to the outside world its full confidence in development and firm determination to transform through the panoramic presentation of its strategic blueprint. at the press conference, wu zhoutao, the permanent deputy general manager of beijing hyundai, delivered a speech with the theme of "innovation and change" and "sticking to the original intention", systematically expounding on beijing hyundai's strategic measures in the face of deep changes in the automotive industry, emphasizing that beijing hyundai will follow the "in china for the world" strategy, and on the basis of continuous investment by both shareholders, change the model of joint ventures simply introducing mature products from the international market, strengthen local research and development and overseas exports, accelerate the implementation of the strategy by improving decision-making efficiency and marketing innovation, and ensure the steady progress and long-term development of the company in the transformation by adhering to the original intention of users, quality, partners and society.

with the support of world-class shareholders, we will increase investment and transform our business model

at the beijing auto show in april this year, beijing hyundai released its "in china for the world" strategy. after several months, how is the implementation of the strategy going? wu zhoutao first emphasized the basis for the implementation of the strategy, namely the continued increase in investment by beijing hyundai's two world-class shareholders, hyundai motor group and baic group.

hyundai motor group is one of the top three automakers in the world in terms of sales volume. it has the strongest profitability in the industry and has a deep accumulation in product manufacturing, corporate management, technological innovation, and brand operation. it is a global leader in future travel, robotics and new energy technologies, especially hydrogen energy technologies. baic group has been listed in the fortune global 500 for 12 consecutive years. it is one of the earliest chinese companies to deploy new energy vehicles and has always been a leader in china's new energy and intelligent technologies.

in the face of current challenges, both shareholders will continue to increase their investment in beijing hyundai's brand, technology, products, talent, etc., change the joint venture's model of simply introducing mature products from the international market, and help beijing hyundai develop products that are more suitable for the chinese market by increasing investment and opening up product and technology platforms.

two pillars of the "china for the world" strategy: local r&d and global expansion

"simply introducing mature products from the international market" is a common model for traditional joint venture automakers. obviously, the rapidly changing chinese market has posed new challenges to this model. how to change? beijing hyundai's solution is to strengthen local r&d and enter the global market.

"in china" first of all, we must give full play to the advantages of local resources of chinese shareholders. in the future, beijing hyundai will cooperate deeply with baic group and other leading local companies in the fields of electrification, intelligence, and autonomous driving to launch more products that meet the needs of chinese consumers. the second is to enhance local r&d capabilities. relying on the hyundai china (yantai) technology research center, we will strengthen local intelligent and electrified r&d capabilities. starting in 2025, beijing hyundai will launch new pure electric models and build a new energy model matrix that conforms to the chinese market.

"for the world" means that beijing hyundai will be built into a global export base for hyundai motor. in the future, all products developed by beijing hyundai will be aimed at the global market. in the first half of this year, beijing hyundai's export business has achieved a historic breakthrough, with export volume increasing by 200%. it also plans to export 50,000 vehicles throughout the year.

the key to the implementation of the "china for the world" strategy: efficiency improvement and customer communication

since the "in china for the world" strategy was proposed, it has been implemented quickly and some results have begun to emerge. wu zhoutao introduced that the key to the implementation of the strategy is to improve decision-making efficiency internally and listen to the voice of consumers externally.

in terms of improving decision-making efficiency, the chinese and korean operation teams are highly consistent and work closely together, breaking through the problems of complex communication links and long decision-making cycles in traditional joint ventures. last year, hyundai motor established the china strategic business unit, with wu yijun, general manager of beijing hyundai, concurrently serving as the head. the organization includes a r&d cto responsible for product and technology development, which marks that beijing hyundai's strategic position in hyundai motor's global position has been elevated to a higher level. at the same time, beijing hyundai will also form a unified management process within the company to improve decision-making efficiency.

in terms of listening to consumers' voices, beijing hyundai must use marketing innovation to reflect the real needs of the internet generation of young customers in the entire process of product development, truly maximize the customer experience, and communicate directly with customers by operating private domain traffic and upholding the service values ​​of "sincerity, warmth, and joy."

the strategic anchor in the great wave of change - stick to the original intention

how to maintain stability and long-term development in the midst of great changes, ensure long-term trust among all parties, and create a good ecology for corporate reform and innovation? wu zhoutao emphasized that while innovating and changing, beijing hyundai will also stick to its original aspirations and long-termism, and respond to changes with constancy.

first, we will adhere to the people-oriented and user-centered philosophy. beijing hyundai will uphold hyundai motor's vision of "people-oriented progress", create products with higher value and better meet consumer needs, provide higher quality and warmer services, and will not deceive users or use them as experiments.

the second is to persist in the ultimate pursuit of quality. hyundai motor group chairman chung eui-sun previously said: "in the pursuit of sustainable development, the core of customer satisfaction is to provide high-quality products and services." beijing hyundai's quality management relies on hyundai's global advanced quality system, and its products have won the first place in jdpower's "vehicle reliability research" for many years. during the new car development stage, beijing hyundai will produce 500 trial vehicles for verification tests in safety, durability, reliability, etc., including 1 million kilometers of actual road conditions tests across the country to ensure safety and quality. in april 2024, the old ix35 created a miracle of life in the yangzhou expressway chain rear-end collision accident, which is the best proof of beijing hyundai's quality.

third, we will continue to maintain our commitment to achieving win-win results with partners in the industry chain. beijing hyundai's development over the past 22 years has been inseparable from the joint efforts of suppliers and dealers to provide customers with high-quality products. in the future, beijing hyundai will continue to grow together with suppliers and dealers to achieve win-win results in the value chain.

fourth, we will continue to uphold our corporate social responsibility. since its establishment, beijing hyundai has invested more than 100 billion yuan in china, with a cumulative output value of 1.2 trillion yuan, and has created more than 200,000 jobs. with the strategic transformation, beijing hyundai will continue to contribute to the economic development of the capital, continue to carry out sand control, green ecological park and other projects, and contribute to social welfare.

"change" and "unchange" are the norm of the world and the essence of development. how to grasp "change" and "unchange" is an eternal topic for corporate development. with a long-term vision that transcends the cycle of change and the ability to plan future strategies, beijing hyundai in 2024 has found the balance point between "change" and "unchange", solved the equation of "innovation and change" and "sticking to the original intention", and will steadily return to the mainstream of the chinese market and step onto the world stage with a new attitude.