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Hyundai-Kia Motors is a manufacturer with a sibling relationship. Originally, they were manufacturers following their own path, but after Kia Motors went bankrupt in 1997 due to deteriorating business management, it entered legal management in 1998 and was acquired by Hyundai Motor Company as it was confirmed as a open international competitive offer. Subsequently, he was rated as a bastard, and showed a step that kept being pushed against Hyundai, and even a reaction that said, “The bastard is sad” appeared.
However, Kia Motors pushed forward with the management to strengthen their design. Among consumers, “Kia is better” and “Design is Kia” have begun to crop up little by little, but recently the big brother has passed. In particular, the strong RV lineup is supporting Kia’s rise. Today’s AutoPost Issue Plus takes the Kia Motors motorhome range one step further.
Written Joon-Hyuk Park Publisher
The gap with Hyundai
Kia is shrinking
In January of this year alone, the volume of sedans and motorhomes produced at Hyundai’s domestic plants and sold for export reached 108,565 units. In the same period, Kia Motors registered 84,826 units, while Hyundai Motors registered a 28% higher figure.
However, this gap has narrowed over time. In September of this year, Hyundai Motor Company registered 124,372 units and Kia Motors registered 116,643 units, down 4.6%. Kia Motors, which had only been treated as a younger brother after Kia was acquired by Hyundai, joined the older brother after 20 years.
In the domestic sales performance
Hyundai Motor Company has been overturned
With the gap in production volume narrowing, Kia Motors has overtaken Hyundai Motor Company in domestic sales. In September and October of this year, Kia Motors won two consecutive months in terms of sales performance based on passenger cars excluding vans.
In October, Kia Motors’ domestic sales totaled 46.34 units and Hyundai Motor’s domestic sales totaled 38,793 units. He was ahead with a difference of 1,841 units. In September domestic sales, Kia Motors sold 1,350 more than Hyundai Motors, in first place. Although some specific models have outperformed Hyundai Motors in terms of monthly performance, it is unusual to beat Hyundai Motors in domestic sales for two consecutive months.
More diverse than Hyundai
Kia Motors with RV ladder
The strength of the RV formation is an important part of Kia’s record of this bullish trend. In particular, it has a diverse range of motorhomes compared to Hyundai Motor Company. It has 8 models, from Stony to Soul, Niro, Seltos, Sportage, Sorento, Mojave and Carnival.
However, Hyundai only has five models: Venue, Kona, Tucson, Santa Fe and Palisade. This has laid the foundation for more choices by providing consumers with a variety of options. Additionally, the combined RV ratio of exports to domestic demand is 67.6% for Kia Motors and 59.4% for Hyundai Motors. Kia Motors is 8.2% higher.
Excluding Tucson and Palisade
Winning all models of motorhomes
In the sales performance of each camper model, Seltos for small SUVs, Sorento for midsize SUVs and Carnival for minivans are overwhelming. All of Kia’s RV models, with the exception of Tucson and Palisade, are winning.
The comparison between Tucson and Sportage can be reversed immediately if Sportage has good design and marketability, as Sportage will soon release a new model. Palisade sells more than Mojave, but it doesn’t help much in a situation to keep up with the sales trend, as there is a waiting period.
Compared to Hyundai
Kia with better design
Since the 2000s, Kia Motors has made a lot of investments and efforts to achieve design innovation by shouting “Design Kia”. Designers who were active in overseas manufacturers, such as Peter Schreier, Karim Habib and Kang Won-gyu, were actively recruited to make a difference.
Conversely, in recent years, Hyundai’s design has been criticized as “it appears to be out of control” and “the design is inconsistent,” and consumers who had a lot of mistrust of Hyundai’s design movement chose Kia over Hyundai. It has an edge over Hyundai in design that consumers think about most when buying a car.
Improvement of profitability
It has been done
For Kia Motors, which is enjoying such a good upward trend, improving profitability makes sense. In particular, in a situation where the global economy is collapsing due to the Corona 19 incident, it is completely opposite.
If the provisions relating to the theta engine for the third and fourth quarters of 2020 are not included, operating profits exceed KRW trillion. This led to a profit surprise. The situation approaches when we no longer have to hear the story of “the position is sad”.
How did the netizens react when Kia Motors’ range of motorhomes and their designs were ahead of Hyundai Motor Company? “The performance is the same, but the design is much nicer for Kia.” Following.
Conversely, criticisms of Hyundai’s recent designs such as “Can I become a big brother and lose to my younger brother?” And “How does Hyundai Motors start with real design?” He’s coming in? “There was also a response that meant nothing because it was a company like Etc.
In common words, the expression “water has risen” is a suitable Kia design. However, to maintain this upward trend, quality must also be supported. This is because Kia Motors, like Hyundai Motors, is experiencing a lot of defects and quality problems in new cars right after launch.
Also, when Hyundai Motor Group’s new president, Eui-sun Eui-seon, stood up, it was the situation that cried out for quality management. Not only manufacturers, but also trade unions and subcontractors become one body, so more special efforts are needed than before. This is because it is only a moment that the elaborately constructed tower collapses. It was Auto Post Issue Plus.
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