Emerging concerns are mixed with sight seeing of the sales of domestic automobile manufacturers first quarter of this year [hyomun financial newspaper reporters standing in Korea] announced at the Hyundai-Kia Motors. It comes from the overseas sales plunged by up to 7% YoY. In the domestic market, Grandeur, Sonata, except no cars visible.
Accordingly, a situation that Hyundai Kia also pointed out the internal combustion engine (High Performance Center) and Future Car (autonomous, environmentally friendly car) performs two-track strategy centered more radical to be made.
◇ Hyundai, Kia, first quarter international sales 1,470,000
Hyundai Kia's overseas sales of the first quarter of this year was recorded 1,465,489. HMC 927944, Kia sold 537,545. This is a value plunged previous year (152 man 3834 units) compared to 3.83% (58 345). In particular, Kia reduced the previous year (577 034) than (39 489) of 7%. HMC was reduced to 2% (18 856) compared to the time (946 800) of the previous year.
The reason sales of Hyundai Kia Motors overseas is declining significantly considered in three ways. Russia and Brazil markets such as sales slump due to the economic slowdown in emerging markets, mainly passenger car line-up, China, competition in the US domestic market, that is. Choi Jaeho NICE rating Enterprises Evaluation Division senior researcher "Externally, Russia and the vehicle demand contraction due to the economic slowdown in emerging markets such as Brazil declined overseas sales of Hyundai, Kia," he said "Unlike the trend here, rising global RV vehicle preferences it was due to the aging of such products competitive passenger car lineup centered, focused model of stagnation, "he said.
He added, "Currently, high-altitude missile defense systems (THAAD: Saad)" decrease the competitiveness of the Chinese market, according to such placement and purchase three cuts out, the Chinese markets also increased competition causes reduced foreign sales, "said" the executive Donald Trump's in the US market uncertainty has increased in the future to strengthen trade protectionism, "he said. And rapidly changing paradigm in R & D investment, the lack of a global automotive industry also pointed out that the calls came the poor performance of the Hyundai Kia. But it continued to increase the relevant investment is very small compared to the situation of the German manufacturer's market leader.
Last year, Hyundai Kia R & D (research and development) costs were the largest ever of 3.9986 trillion won. Hyundai 2.3522 trillion won, Kia Article 1 was 646.4 billion won. This is the size increased 8.2% year-on-year (3.6959 trillion won). Yihanggu industry researcher, senior researcher at the "Autonomous · R & D investment in the center, which is being introduced onto the market specific outcomes for future cars eco-friendly cars Hyundai, Kia is very small" and "Audi, Mercedes-Benz Germany automobile manufacturers have to 50 trillion won and to compare it to swell pour R & D expenses, 5% of these also should not scale, "he said.
He added, "Amid expected to decrease gradually the proportion of the internal combustion engine Hyundai, Kia to increase dramatically in the R & D costs than it is now," said, "If the middle game of the emerging markets was focused revenue investment compared to other competitors, lacking not recover modern Kia poor performance will lead, "he added.
◇ domestic market, Grandeur, Sonata no other
The domestic market, "Granger IG (hereinafter Granger), which showed a record sales streak in New effects in the factors that could seek a future rebound in the outer 'Sonata New Rise (the Sonata), introduced last month, face lift (changed part) model hard to find.
Grandeur and Sonata, Elantra was sold for the first quarter of this year, respectively 34,857, 16,015, 19,417, accounting for 43.39% total (70,289) of (161978). With the exception of November, Grandeur, Sonata Elantra comes theories introduced changes (Sonata New Sunrise) released last month, the change part model, part of a new car model launched is noted that there is no model that can be contributed to the sales of Hyundai Motor.
In fact, the first quarter of this year, Hyundai Motor's passenger car sales contribution of these three models is overwhelming appearance. Hyundai passenger car sales in the first quarter of 5150 was 70,000-to-multipoint. Grandeur, Sonata, Elantra's total sales has seen an overwhelming proportion of 93.53% in 70289. Industry insiders if from the Elantra comes theories "Granger may cause the monthly 10,000 or more record sales and box office blast, Sonata is the model thereof is not noticeable better eye yirwotjiman a rally last month," and "partial change models launched this year ' he said to be due to "new car effect noryeobol a rebound in domestic market sales."
He added, "Unfortunately, this means that there is no choice but to overcome the sluggish sales of" new car effect "other modern Kia" and "it is eventually required a differentiated product development through R & D costs expanded," he said.
◇ high-performance, differentiated strategies should establish autonomous
To survive in the global auto industry in transition and future internal combustion engine car, it emerges pointed out that the need to bring two different strategies. In fact, "new car effect" unless a clear growth strategy should be pointed out that the car performs the future strategy of the internal combustion engine, such as electric vehicles, strategic and autonomous center of luxury in the absence of time.
And Taebong HI Investment & Securities director - said "Kia has not announced a luxury brand launches, led by Stinger at the '2017 Seoul Motor Show was the closing last week, mass intentions motivation to take the luxury sales strategy at the same time." "Eventually the internal combustion engine He pointed out that high performance is not a core prices and new model launches. "
He added he said, "even in the current situation is insufficient kids ohnik euroman future car", "should come to the complement of related strategies expected to emerge the electric car with a mileage above 500km 2025 years." Yihanggu Industry Institute Senior Research Fellow also. "It is R & D investment is small, it indicates that hard after all to survive in a transitional period," he said "when the through-related investments take a differentiated strategy for future cars and internal combustion locomotives," he said .
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