北京现代李凤刚：2026年，还有三场硬仗要打

Core Insights - The new general manager of Beijing Hyundai, Li Fenggang, acknowledges that the company is significantly lagging behind Hyundai's global average performance in the Chinese market [2] - Despite a total annual sales of 210,000 units, the growth is seen as a stopgap rather than a sustainable recovery, with the real test expected in 2026 [3][4] Sales Performance - In 2025, Beijing Hyundai achieved a total sales volume of 210,000 units, with a remarkable 58% year-on-year increase in the second half of the year and six consecutive months of positive growth [5] - The sales performance is attributed to a low base from the previous year, where sales fell by 35.5% to under 160,000 units, marking the largest decline among Hyundai's global markets [5] Product Strategy - The company has adjusted its product lineup, discontinuing several models while maintaining a diverse range of nine active models, including sedans, SUVs, and electric vehicles [5] - Key models such as the Elantra and the KUSHTU have shown strong sales, with the Elantra selling over 60,000 units and the KUSHTU achieving a 75.3% year-on-year increase [5] Future Challenges - Beijing Hyundai faces three critical battles to ensure its survival: marketing innovation and channel stability, product transformation, and cost efficiency [8][9] - The company plans to restore its dealer network to over 380 by 2027 and establish an exclusive service system for electric vehicles [8] New Energy Transition - The first electric platform SUV, EO Yiyou, launched in October 2024, has seen disappointing sales, with only 221 units sold in November, highlighting the pressure of transitioning to new energy vehicles [7] - In 2026, Beijing Hyundai aims to launch two new energy models with competitive specifications, including a pure electric range exceeding 600 kilometers [9] Localization and R&D - The company is enhancing its local operations by collaborating with top Chinese tech firms and expanding its R&D team in China to better adapt to local market needs [10] - The three critical battles are interconnected, focusing on how to sell, what to sell, and how to sustain operations in a rapidly changing market [10]