Now the brand-new tenth generation Sonata is on the market, and the chosen spokesperson is superstar power. The celebrity quality of the spokesperson cannot be said. Yang Mi was as famous as Hugh, but a car only depends on the publicity of the spokesperson? Obviously not, the product's public relations ability and public opinion control ability are the follow-up challenges.
From 20 19, Beijing's modern momentum gradually weakened. Sonata, once the benchmark of North China, has evolved to the tenth generation, but the times have changed, and it is not as simple as the slogan, but it is still believed that only the spokesperson can occupy the C position.
Beyond the agreement, Suoshi still has challenges.
On the evening of July 22nd, the brand-new tenth generation Sonata was officially launched, and the official guide price was 16 18-205800 yuan. Sotheby's competitor is locked in the Honda Accord, the hottest B-class car at the moment.
Comprehensive evaluation of the product strength of the brand-new tenth generation Sonata, I have to say that this car can be regarded as the representative work of Beijing Hyundai at present.
As a family car, the 10th Sonata provides two power options: 1.5T and 2.0T. 1.5T engine maximum power170hp and maximum torque of 235nm. The matched 7-speed dual-clutch gearbox is environmentally friendly and fuel-efficient. The 2.0T engine has a maximum power of 240 HP and a maximum torque of 353 Nm. The matched 8-speed automatic transmission is smoother than the previous model.
In modeling, Suoshi is a newly evolved "fluid sculpture". Compared with the previous generation, the body height of this generation is reduced by 30mm, and the lines on both sides of the metal chrome grille extend obliquely upward, continuing from the outline of the eagle-eye headlights, and stretching this curve to the A-pillar. The upturned spoiler highlights the sports characteristics of the product, and the coupe style is unforgettable.
It is true that such a radical design is very suitable for young people, but it may also make home users a little embarrassed. After all, for them, a steady atmosphere is more popular than a sharp edge. The huge family user base of this market segment also makes the future of the tenth generation Sonata a bit more uncertain.
Frankly speaking, the design language and concept car elements of "SensuousSportiness" are not reflected in the interior. The new car adopts dual-screen design, and the dimensions of full LCD instrument and central control panel are 12.3 inches.
The exterior is avant-garde and dynamic, but the overall style of the interior is simple and traditional. Can such a huge contrast be accepted by consumers? This will become the biggest challenge to Beijing Hyundai's public relations ability and public opinion control ability after listing.
On the other hand, the Accord entered China from 1999, and experienced the accumulation of 2 1 year. It is reported that the power system of the new generation 2020 Accord is a combination of 2.0T+ 10AT, which can achieve the maximum power of 256 horsepower. In contrast, it is not only more powerful, but also the 10 gearbox is obviously more stable and delicate.
From this point of view, Sonata of 10 generation has chosen Accord as an opponent to challenge its market position of B-class cars, and its product strength is already very weak, not to mention that among its "brothers", there is a new generation of K5. In order to win the favor of more prospective car owners, the tenth generation Sonata has to pay attention to product strategy and communication in order to break through.
The communication power is weak, and the spokesperson may not be fine.
In 20 19, the cumulative sales volume of Beijing Hyundai was 765,438+0.6 million vehicles, down 9.4% year-on-year. In this year, Beijing Hyundai launched six new models and four updated models.
Among them, the market performance of the fourth generation Shengda, Xinlingyu, the new generation ix25 and the new generation Acceptance are not satisfactory. Two new energy vehicles based on their fuel vehicles, plug-in hybrid and Onsino pure electric vehicles are also lacking. The online exposure is not high, and the attention received is not enough, so it did not cause much response after listing.
At the same time, consumers do not feel the existence of these products in more channels. The information of the fourth generation of Shengda, the new Lingyu, the new generation of ix25 and the new generation of Acceptance only appeared on the modern official website in Beijing. Compared with the new public relations means introduced by competitors, Beijing Hyundai's communication actions last year and even this year are much slower.
Last month, Hyundai released a preview of the fifth-generation Shengda, which means that the fourth-generation Shengda listed on the China market last March will face a replacement in just two years. There has been a lot of discussion on the Internet for a while, but for more than a month, Beijing Hyundai has not conducted any public opinion guidance and voice for this model with the shortest brand life.
I still remember that at the Guangzhou Auto Show at the end of 20 15, Beijing Hyundai invited Hugh to speak for the brand-new mid-level car and invited him to attend the first show of the car. When Hugh led the driver on the stage, many fans and fans flocked to him, and the atmosphere was fanatical. Coupled with the amazing leading drivers, it formed the eye-catching hot news in the automobile industry four years ago.
But unfortunately, in the next few years, such attention has not been maintained. After that, there were fewer and fewer leading news, but the posts of # Leading Sales Decline # were everywhere. Even the new car launched last year only briefly became the focus when it was released, and then it quickly disappeared from everyone's field of vision.
When choosing a spokesperson, you often need to be very cautious. After all, the image of the spokesperson often locks in the target customer base of this car.
For example, 20 18 1 1, a new generation of Acura RDX invited the famous director and actor Jiang Wen as its spokesperson. The slogan of Acura RDX is "Alien Walker", which is integrated with Jiang Wen's unique image and self-persistence style. But what is embarrassing is that even if a spokesperson with high fit was invited, Acura RDX failed to open the market smoothly.
As the head of female stars, Yang Mi, Hua Dan, has a sweet image and the chic and smart Beijing girls, and is indeed an excellent spokesperson.
But unfortunately, in the domestic joint venture B-class car market, Beijing Hyundai Sonata, once regarded as "the only one", has gradually lost its sense of existence. Although the fit between Big Power and the tenth generation Sonata is not high, it can still bring enough attention to the tenth generation Sonata just listed by virtue of its own star effect.
Just as Jianghu Jun said, relying on the traffic of spokespersons alone can really attract enough attention when it goes public, but it is not enough to bring the tenth generation Sonata back to the peak.
How Beijing Hyundai leads the attention is not only a test of its communication ability, but also determines the success or failure of the brand-new tenth generation Sonata to some extent.
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.