北京现代发布会“开炮”营销乱象 EO羿欧上市能否破局？

Core Viewpoint - Beijing Hyundai's recent press conference highlighted the chaotic marketing practices in the automotive industry, sparking widespread discussion and criticism of competitors' strategies [3]. Group 1: Industry Critique - Beijing Hyundai's Vice President Zhou Bin criticized the current state of the Chinese electric vehicle market, pointing out that many companies are focusing on gimmicky marketing tactics rather than product quality [3]. - The presentation included pointed phrases such as "leading by a wide margin but repeatedly brainwashing" and "hunger marketing with inflated orders," which resonated with the audience and ignited online debates [3]. - Public opinion on Beijing Hyundai's critique is divided, with some viewing it as a righteous stand and others seeing it as a desperate reaction to declining sales and challenges in transitioning to electric vehicles [3]. Group 2: Sales Performance - Beijing Hyundai's sales have significantly declined, dropping from over 1 million units annually between 2013 and 2016 to an expected 154,200 units in 2024, with only 88,000 units sold in the first three quarters of 2025 [3][4]. - This stark contrast between past success and current struggles underscores the urgency for the company to revitalize its market presence [3]. Group 3: New Product Launch - The launch of the EO Yiou, Beijing Hyundai's first pure electric SUV, is seen as a critical move to rejuvenate the brand, featuring a compact design and built on the E-GMP platform [4]. - The EO Yiou offers a maximum range of 722 km and comes in both single and dual motor versions, with prices ranging from 119,800 to 149,800 yuan [4]. - The success of the EO Yiou is crucial for Beijing Hyundai to regain its footing in a highly competitive market [4].