On April 15th, Hyundai-Kia held the “Leapfrog, More China” strategic conference online.
In response to the Chinese market, Hyundai-Kia proposed four core strategies for future development: First, further strengthen localization R&D, and launch specialized high-quality products and services tailored for Chinese consumers; Second, to welcome the era of electrification, import exclusive electric vehicle products recognized by global markets into the Chinese market; Third, make full use of the group’s globally leading hydrogen fuel cell technology to help China transition to a hydrogen society; Fourth, promote the transformation and upgrade of the joint venture brand and become a favorite brand for Chinese consumers.
Strengthen localization R&D and marketing, fully meet the needs of Chinese users
In 2013, Hyundai-Kia established the largest overseas R&D center in Yantai. In the second half of this year, Hyundai-Kia plans to establish its first overseas digital R&D center in Shanghai.
The Shanghai Advanced Digital R&D Center will focus on autonomous driving, interconnectivity, electrification, and shared mobility. Hyundai-Kia stated that as part of the group’s global R&D network, the results of local technology and services in China will also be further applied globally. At the same time, Beijing Hyundai and Dongfeng Yueda Kia will also carry out business innovation centered around local user needs in all aspects, including production, sales, and marketing.
Embrace the era of electrification, import specialized electric vehicle products recognized by global markets
In response to the transformation of the global automotive industry towards electrification, Hyundai-Kia is also developing all new energy vehicle models including hybrid, plug-in hybrid, electric, and hydrogen fuel cell vehicles. In 2020, Hyundai-Kia’s plug-in hybrid and electric vehicle sales ranked fourth in the world.
In December 2020, Hyundai-Kia created the electric module platform E-GMP (Electric-Global Modular Platform). Based on this platform, Hyundai Motor and Kia Motors respectively launched the IONIQ 5 and the Kia EV6.
After introducing IONIQ 5 and EV6, Hyundai-Kia plans to launch China-exclusive all-electric vehicle models. By 2030, Hyundai and Kia plan to expand their new energy product portfolio in China to 21, covering hybrid cars and hydrogen fuel cell vehicles.
Utilizing leading hydrogen technology to assist China’s transition to a hydrogen society
Hyundai-Kia’s hydrogen fuel cell vehicle model NEXO was launched in 2018. At the same time, Hyundai-Kia has launched the mass-produced hydrogen fuel cell heavy truck XCIENT Fuel Cell in the commercial vehicle industry, and in December 2020, it launched the hydrogen fuel cell system exclusive brand HTWO.
In China, Hyundai-Kia is building the first overseas hydrogen fuel cell system production and sales base “HTWO Guangzhou” with the Guangzhou Development Group. The factory covers an area of 207,000 square meters, is expected to be completed in the second half of 2022, and the total investment will reach 8.5 billion yuan by 2030. Hyundai-Kia stated that it will use this as a starting point to gradually expand the supply of hydrogen fuel cell systems to industries such as automobiles, generators, ships, and trains, in collaboration with local Chinese companies.
In the second half of this year, Hyundai-Kia will launch a commercial trial run of its hydrogen fuel cell vehicle, NEXO, in China, and will actively participate in setting hydrogen energy technology standards.
Leading joint-venture brands in transformation and upgrade, becoming beloved brands by Chinese consumers
Hyundai-Kia stated that in terms of brand, Beijing Hyundai will provide innovative technologies in three areas: environmentally friendly travel, connected travel, and free travel. On the other hand, in addition to all Kia models at this year’s Shanghai Auto Show being equipped with a new logo, Dongfeng Yueda Kia will also upgrade its dealer network and establish high-end direct experience centers and specialty city experience stores in major cities across the country.
In terms of products, Hyundai-Kia will introduce new products such as MPVs and HEV hybrid models to tap into sub-segments of the market. In the second half of this year, Beijing Hyundai will launch the Tucson HEV hybrid model, while Dongfeng Yueda Kia will add HEV hybrid versions to each new model.
Source: Hyundai-Kia
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.