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    薩德真惹禍了?HYUNDAI傳建形象館、引GENESIS挽救中國銷售頹勢!  
AUTONET記者:Chappy(06/02/2017星期五)
數個月前,由於韓國引進美軍研發之終端高空防禦飛彈系統(THAAD,音譯「薩德」)引發中國不滿,使得該國國內出現大舉返韓情緒。中國乃當今全球最大汽車市場,隨著這股反韓潮的延燒,韓國車廠如HYUNDAI及KIA等品牌軍在當地受到嚴重銷售衝擊!

在此波中國反韓衝擊中,HYUNDAI因而跌出當地市場前10名的排名;為了挽回頹勢,HYUNDAI規劃了一些市場策略來重建商譽。根據路透社報導指出,HYUNDAI不僅有意於中國啟用首間品牌形象館,以推廣旗下如ix35等多款SUV車型之行銷,更考慮將其高端品牌GENESIS導入中國生產。

單論銷量,在薩德事件前,HYUNDAI在中國市場的銷售數字其實不算少。然而,屏除薩德事件所引發的反韓浪潮,報導指出,由於計程車大量採用HYUNDAI車款導致許多中國消費者將HYUNDAI與低廉劣質形象畫上等號,亦成為其品牌形象低落的原因之一。

根據KHS Markit Automotive亞太區總分析師James Chao表示,HYUNDAI在中國有著不佳的品牌形象導致其在市場中競爭力不如對手。「HYUNDAI由於在中國無法擁有明確市場定位再加上中韓關係沉入冰點而陷入兩難。雖然新推出的眾多SUV車型應能帶來正面助益,但對於該市場而言,HYUNDAI仍然慢了一步。」Chao如此認為。

不過,除了時下流行的SUV車款,HYUNDAI的高端品牌GENESIS被視為是另一個挽救HYUNDAI在中國市場的希望。內部知情人士向路透社透漏,HYUNDAI計畫將GENESIS車款採全散進口組裝(CKD)模式來引進,此舉不僅將省下超過50%的關稅,同時亦可避免核心技術被中國學走。

外傳GENESIS將在兩年內於中國推出,不過HYUNDAI稍早曾發布聲明否認該消息:「對於GENESIS引進中國之計畫,目前已有多項方案列入考慮,但最終之確切規畫仍尚待決議。」

(圖為新聞資料照,僅供參考)


 
 
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