逆袭2025：悦达起亚何以成为合资阵营的“韧性样本”？

Core Insights - The Chinese automotive market in 2025 is characterized by structural contradictions, with rising penetration of new energy vehicles and rapid innovation in intelligence, contrasted by intense price competition and market reshuffling [1] - Despite industry pressures, Yueda Kia achieved a sales volume of 253,964 units in 2025, marking a 2.3% year-on-year increase, with monthly sales exceeding 20,000 units for ten consecutive months [2] Group 1: Performance and Strategy - Yueda Kia's performance in 2025 reflects the release of its long-term systematic capabilities in a complex environment, driven by clear strategic positioning and resilient operational systems [2] - The brand has ranked among the top three in global sales for four consecutive years, with total global sales exceeding 3.135 million units in 2025, the highest since its establishment in 1944 [2] - Yueda Kia's strategy focuses on sustainable growth rather than short-term sales spikes, as evidenced by over 60% of dealers reporting profitability and inventory levels significantly better than the industry average [2] Group 2: Globalization and Brand Development - Since launching large-scale exports in 2018, Yueda Kia has sold over 520,000 vehicles to 89 countries, establishing a dual-engine model of domestic and international sales [3] - The brand's marketing strategy has shifted from traditional advertising to storytelling, enhancing emotional connections with consumers through initiatives like the "Soaring from the Heart" brand campaign [3][4] - Yueda Kia's commitment to a hybrid strategy respects the diverse consumer market in China, avoiding risks associated with a single technology route [4] Group 3: Product and Service Innovation - The product iteration in 2025 emphasizes targeted enhancements and value improvements, with significant upgrades in smart driving assistance and the introduction of new models at competitive price points [5] - The company has invested 180 million yuan in upgrading its Yancheng factory to ensure high-quality production and delivery [5] - Yueda Kia's service network demonstrates exceptional health, supported by deep collaboration with large dealer groups and ongoing digital optimization of after-sales service management [8] Group 4: Future Outlook and Strategic Commitments - Looking ahead to 2026, Yueda Kia's strategic deployment reflects a clear path of steady progress and deepened market engagement, with a focus on high-quality development and technological innovation [9] - The company plans to launch three global models in 2026, targeting various powertrain types and market segments to enhance consumer choice [10] - Yueda Kia aims to deepen emotional connections with consumers through localized marketing efforts and community engagement initiatives [10][11] Group 5: Long-term Philosophy and Industry Positioning - Yueda Kia's resilience in 2025 exemplifies a long-term business philosophy, emphasizing quality manufacturing, healthy channel optimization, and brand cultivation [11] - The company is committed to adapting its brand communication and responding swiftly to market demands, reflecting a balance between change and stability [11] - As the automotive market transitions to a phase of high-quality competition, Yueda Kia's comprehensive value system positions it well for future growth and offers insights for other joint venture brands navigating similar challenges [13]