2023/05/16Magazines
How competitive is Chinese market for new energy vehicles? Apparently, there is no need to spend too many words to express it. Whether it's a traditional car manufacturer or a new force born in country, "two major factions" have made great efforts. There is a layout of new products, an increase in equipment, and start of price wars. No car company wants to grab a piece of land in one acre of three-point own land in this most dynamic auto market area in world.
While new energy companies are looking for creativity in marketing and functional product design, traditional automotive companies are looking for endurance provided by gaining experience in packaging new energy products. As a Korean automobile company with good sales in international market, Hyundai-Kia Group has also achieved brilliant results in Chinese market, and as first quarter of 2023 comes to an end, Kia will also officially become China's new energy company. The market has begun a complex impact .
On March 20, 2023, Kia China New Energy Strategy Conference officially opened. At this conference, it was also officially announced that Kia China has launched a mid-term and long-term electrification plan, which means that Kia brand is completely moving to electrification. , in Chinese market, starting in 2023, Kia will release at least one new pure electric product based on E-GMP global electrification platform every year. In short term, by 2027, Kia pure electric models will reach 6 payments.
Three cars will be launched at same time and will be launched no later than next year
In terms of products, Kia presented three models at this New Energy Strategy Conference. In addition to production and upcoming EV6 GT, two concept SUVs, EV5 and EV9, were also unveiled. This is a concept car model, EV5 will be officially launched at end of this year, and EV9 will also officially enter market next year, providing consumers with many options for buying a car with a new source of energy.
Kia EV6 is already a mature car model that has achieved good sales in overseas markets, and high-performance EV6 GT version was officially unveiled at press conference. The EV6 GT is a pure electric crossover SUV. very recognizable. Although design of front end is minimalist, but combined with body design with a low center of gravity and compact shape of rear end, appearance of whole car looks a little "vicious." The fluorescent brake calipers are also conspicuous enough to highlight sporty atmosphere of car.
The EV6 GT is an all-electric SUV focused on sporty handling. Currently, this vehicle has strong competition for Ford Mach-E and Tesla Model Y. This new vehicle will also be first Kia product to enter Chinese market. users in rolling out their all-electric strategy: official blind testing will begin in May, and official launch is expected in August. At this time, there will undoubtedly be more young consumers who will have higher demand for new energy control. alternative model.
Two other new models unveiled as concept vehicles are Kia's mid-size EV5 all-electric SUV and flagship EV9 all-electric SUV.
The two models share a similar design language and are completely new products created in accordance with Kia's new design concept: "Universal Opposites". At same time, Kia also showed off its own unique brand label in appearance design of these two models. The line processing method is extremely rich, which also makes appearance of two cars layered.
Interestingly, concept vehicles of these two models are shaped like side-by-side doors, while EV5 seats can still be designed to swivel. In EV5, this has become less traditional. In addition, interior and design of seats made of environmentally friendly materials are also important advantages of these two cars, but this wait will not last long. Official launch in January.
The larger EV9 uses a 2+2+2 layout. Like flagship model, middle and rear seats also provide more configuration bonuses such as a second row of seats, a massage function, and power third row seat adjustment. seats, etc., important thing is that EV9 model may also be a product with more powerful intelligent driving assistance functions under Kia brand in future. driving function L3.
Beyond product layout, enhance brand building
Kia currently has planned planning and placement of new all-electric products through 2027, including entry-level, mid-range and high-end products. brand sales channels, and enrich and strengthen dealer networks, build high-speed charging networks with charger suppliers, optimize user experience and online in form of intelligent applications. Establishment of Internet user ecological chain system, support and maintenance of user groups, etc.
It seems that Kia's new energy strategy, from products to brands, is fully prepared so that it can be more confident in competing in China, a large market with extremely picky users. Some models can also be called interesting, such as whether actual performance of EV6 is amazing enough, whether newest EV5 and EV9 concepts for passenger space layout can be realized in reality, and other details are all Kia's future. Time makes people feel very expected changes.
In short, Kia's new energy rollout will allow consumers to choose from several more compelling models in already fiercely competitive new energy product camp. All decisions will be made based on future impact of Kia brand and product attractiveness.
