Hyundai Aims to Reclaim Chinese Market Share with New EV Venture

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Hyundai, in collaboration with BAIC, is embarking on a strategic initiative to reclaim its foothold in the competitive Chinese automotive market. The joint venture aims to introduce an exclusive electric vehicle brand tailored specifically for the Chinese consumer.

Beijing Hyundai Co.’s New Project: Beijing Hyundai Co., the 50-50 joint venture between Hyundai Motor and BAIC, recently unveiled plans for a pioneering electric vehicle brand. This venture is a pivotal element of Hyundai’s broader plan to roll out five distinct EV models in China within the next three years.

Past Endeavors and Setbacks: Hyundai and BAIC had previously attempted to penetrate China’s electric vehicle market with the Arcfox EV lineup at their Beijing factory. Unfortunately, financial disparities led to the project’s failure, underscoring the challenges faced by foreign automakers in the Chinese EV landscape.

Significance of the Hyundai-BAIC Partnership: The success of Hyundai’s latest collaboration with BAIC holds the key to reclaiming lost market share in China. Hyundai, once boasting an annual output of 1.6 million units in 2017, saw a drastic decline to 250,000 units following Beijing’s response to Seoul’s deployment of the THAAD antimissile system.

Missed Opportunities and Global Trends: Despite Hyundai missing the initial wave of China’s EV surge during the diplomatic tensions, the automotive industry is witnessing a broader trend. Notably, other foreign car manufacturers, such as Volkswagen, are realigning strategies to strengthen their positions in the expansive Chinese market.

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