"Capture the Chinese Market" Hyundai Motor Unveils Numerous New Models

Earlier this Month at the China International Import Expo, New Cars for Next Year Also Unveiled at the Guangzhou Motor Show

Hyundai Motor's local strategy in China: the mid-size sedan Muntu's electric vehicle model, Muntu Electric (Photo by Hyundai Motor)

[Asia Economy Reporter Kim Ji-hee] Hyundai Motor Company, struggling to gain traction in the Chinese market, is launching a full-scale offensive by unveiling a large number of new vehicles at local exhibitions.

According to industry sources on the 22nd, Hyundai Motor Group participated in the 3rd China International Import Expo (CIIE) held at the Shanghai National Convention and Exhibition Center from the 4th to the 10th of this month, and recently set up a booth at the '2020 Guangzhou International Motor Show' taking place in Guangzhou, China, until the 29th. Through these exhibitions, Hyundai Motor Group revealed key new vehicles, including eco-friendly cars, which are expected to lead a turnaround in the Chinese market next year.

The highlight of this Guangzhou Motor Show is the China-specific new models. Under the concept of 'Hyundai, Smart Game Changer,' Hyundai opened a 1,820㎡ booth and prominently showcased four new vehicles: the 2nd generation Mintu, its electric version Mintu Electric, and the facelifted ix35 model. Notably, the new Mintu and Mintu Electric are scheduled for release in China next year.

The 2nd generation Mintu, unveiled for the first time at the event, features a sleek exterior and best-in-class interior space. It introduces new features such as an integrated dual 12.3-inch display, panoramic sunroof, and advanced ADAS functions, embodying the concept of a 'smart sedan.' The electric model, Mintu Electric, can travel 520 km on a single full charge and requires only 40 minutes for rapid charging from 30% to 80%. Additionally, it boasts a dedicated motor with a maximum output of 183.5 ps and maximum torque of 31.6 kg·m, along with paddle-shift regenerative braking, enhancing driving pleasure.

Hyundai Motor Group at the 3rd China International Import Expo (Photo by Hyundai Motor Group)

Earlier this month, Hyundai Motor Group also demonstrated its commitment to the Chinese market by securing the largest exhibition space among automobile companies at the China International Import Expo. Through a total exhibition area of 1,600㎡, including the integrated Hyundai-Kia pavilion and a separate Genesis pavilion, the group focused on promoting its core models.

At that time, Hyundai introduced the hydrogen fuel cell heavy-duty truck Xcient to China for the first time and displayed the hydrogen fuel cell sport utility vehicle (SUV) Nexo. Hyundai plans to start pilot operations of Nexo in major Chinese cities from next year and launch a hydrogen fuel cell medium-duty truck in 2022. Furthermore, Hyundai announced the Chinese local brand name ‘Ainiker’ for its electric vehicle-exclusive brand Ioniq, emphasizing its determination to capture the Chinese eco-friendly vehicle market. The Genesis brand raised expectations by unveiling the G80 and GV80 models, which are set to enter the Chinese market next year.

To captivate Chinese consumers, Hyundai also showcased a wide range of popular models, including high-performance vehicles. The high-performance N brand’s racing car, the Avante N TCR, and the Palisade, which began full-scale exports to China in September, filled the exhibition space. The new Carnival, scheduled for sale in the Chinese market in the second half of next year, also made an appearance.

Hyundai’s all-out marketing efforts in China stem from the sluggish performance in the Chinese market, which has yet to rebound. Hyundai’s sales volume in China reached approximately 1.142 million units in 2016 but dropped nearly by half to 650,000 units last year. During the same period, combined sales of Hyundai and Kia also fell from about 1.79 million units to around 900,000 units. While Hyundai has achieved significant results in major global markets with successive hits of new models, it continues to show a notably weak performance in China.