3.99 million yen is cheap with subsidies including subsidies!?

　What kind of brand image do Japanese car lovers have a Korean automaker, HYUNDAI?

　In the 1970s Pony, Mitsubishi Motors, and the FIFA World Cup Japan -Japan South Korea Simultaneous, the Korean -style boom, including the “Winter Sonata”, the establishment of Hyundai Motors Japan, and in 2001.Sonata, XG, Erantra ... regularly introduced in the Japanese market.

　Hyundai was established in 1967, with 3.89 million units for HYUNDAI and 2.77 million units in 2021, 666,037 units, including the HYUNDAI group.be.

　On February 8, 2022, Hyundai changed its name to Hyunde and announced that it would re -enter the Japanese market.The two models will be introduced in Japan: BEV Ioniq5 (ioniqfive) and fuel cell FCEV NEXO (Nesso).

　The price is 4.79 million yen to 5.89 million yen for Ioniq5, and NEXO for 7,768,300 yen, and on websites and apps, orders are started in May 2022, and delivery is scheduled in July.

　In 2022, sales competition for SUVs and BEVs such as Nissan Aria, Toyota BZ4X, Subarsoltera, Lexus RZ, etc. will be in a situation, but will Hyunde's BEV be introduced there a threat?Japan

■ BEVs and FCEV are accepted in May 2022

　Hyunde has returned to the Japanese passenger car market for the first time in 12 years since the withdrawal in December 2009.Previously, he called himself with Hyundai, but in 2020 he changed its brand name to the Korean pronunciation "Hyunde".The name of the Japanese corporation has also become a Hyun Demobility Japan from the modern car Japan from this year.

　The models that Hyunde launches this time is two models: Ioniq5 (iNIQ5) of BEV (electric vehicle) and FCEV (fuel cell vehicle).In other words, only green SUV with zero emission amount.

　Instead of the marketing strategy of depriving the share of existing Japanese cars, we participated in the ZEV (Zero Mission Vehicle) market, which is expected to grow in the future as the Japanese automotive industry progresses in the automotive industry in the automotive industry.He has clarified his stance to increase his share and contribute to the realization of carbon native in Japanese society.

　Fill a completely online sales strategy that allows you to purchase cars with one plasticce without a dealer network, with a look at the tastes and purchasing power of a smartphone native young consumer, without a dealer network.

　The keyword is "online anytime, anywhere."From selecting vehicles to test drive reservations, quotes, orders, payments, and confirmation of delivery information, all are completed online, and support and inspection after purchase can be received with the "One ID" that is given to users.It is also possible to receive home delivery, that is, delivery at home.

　Nevertheless, there is no dealer network, and I'm worried about what to do for maintenance after purchase.

　As a realistic experience base specializing in ZEV, the “HYUNDAI Customer Experience Center”, which provides test drive, purchase consultation, inspection, and maintenance in one -stop, will be opened in Yokohama, Kanagawa in the summer of 2022, and then then the center.Developed in major areas nationwide in cooperation with cooperative maintenance shops in various places.In addition, the company will build a cooperative plant and a supportable road service system nationwide.

　Regarding domestic fast charging networks in the company, there is no plan to have a Hyunde's own quick charging network for the time being, and will support users' home chargers.

　It has also been announced to provide car sharing services by cooperating with AnyCA.20 FCEV Neto will be deployed in 2022, deployed in 20 BEV ionic 5.In addition, in collaboration with DeNA Sompo Carlife, a subscription product will be provided by "SOMPO".

■ Expression of the withdrawal of Japan's withdrawal in 2009 as "Meitochi -den"

　At the beginning of the media presentation, Hyundai Motor Company, President and Chief Executive Officer, played a video message in Japanese about the background of entering the Japanese market.The speech began with the last Japanese passenger car market entry and withdrawal.

　"It was in 2001 that we first started the passenger car business in Japan, but as you all know, we will withdraw from Japan once in 2009.We apologize for the great inconvenience to the customers who have been served.

　I believe that the biggest cause of this withdrawal was that we Hyunde at the time had not been able to listen to each and every important customer voice.

　The withdrawal from the Japanese market was a lot of pain for Hyunde.For 12 years from there, we have taken the pain in various ways and have taken it sincerely.

　And there is something we never forget.It is a bond with customers.At the time of withdrawal, there were 15,000 Hyunde vehicles used by Japanese customers.

　Twelve years later, it has been about 600 units nationwide.During this time, we have provided vehicle inspections every year to customers who use Hyunde's cars and have continued to protect their bonds with important customers.

　This time, the background that Hyunde decided to join the Japanese market was such a "bond with customers."Our attitude in entering can be expressed by the word "rewaring".This is a proverb that means going back to the right road after making a mistake.

　We returned to the starting point again and decided to continue facing each customer. "

　To be honest, I think that the black history may be forgotten, or maybe I don't have to dare to talk.This is because the layers that remember the previous entry and withdrawal are completely different from those who are the target of Hyunde this time.

　Let's review the previous failure.

　The total sales of passenger cars sold in Japan for nine years before entering in 2001 and withdrawing in 2009 were 15,095 units.Considering that the total sales of HYUNDAI MOTOR alone in 2021 were 3.89 million units in the year, it can be seen how well in the Japanese market.

　In 2002, the FIFA World Cup was held in Japan and Korea, and in 2003 the Korean drama "Winter Sonata" became very popular.The timing of entering the Japanese market was not a bad time when the distance between Japan and South Korea was very close.

　Initial 4 -door sedan, such as XG and Sonata, was competed in the same category in Japan as Toyota Kamuri and Honda Code.

　Sonata's commercials were used as "Yong -sama", and Bae Yong Joon, who was extremely popular among Japanese women in their 30s or later, was appointed.However, the effects of commercials were limited because they liked small cars such as Toyota Vitz and Honda Fit.

　In the first place, the popularity of the medium -sized sedan began to be slightly shaded, and the main user, a conservative middle -aged man, abandoned the familiar Japanese car and was only aggressively choosing a sonata.

　In addition, the small sedan elanda, the medium -sized crossover SUVs, and the Santa Fe of the medium -sized crossover SUVs were also lacking in differentiation factors compared to Japanese cars, so the number of registered Hyundai cars at the time was the largest sold in 2004.Even in the year, there were only 2524 units.

　But this time it is completely different from the last time.

　As an emerging player who has not been able to establish a brand image, Hongde has surely learn from the bitter experience of entering and tasting a product that is poorly differentiated in the intense and conservative market of competition.

　Instead of conservative middle-aged and older people, we have new values, and set targets for young people who are familiar with Korean soft power, such as K-POP and Korean dramas.

　Digital native, a generation that is familiar with online shopping that can be now available on the spot rather than shopping at a real store with time and movement, provides products online instead of maintaining a dealer network at real stores.

　Along with the sales of two models already sold globally, the initial investment and fixed cost of the market entry are reduced.

　Providing new mobility means other than purchasing vehicles such as car sharing and subscriptions to respond to the lack of purchasing power of the young generation, which is familiar to Korea and is conscious of environmental issues such as carbon nectar.

　If you become a new owner by the owner of Hyunde's car, it is a viral marketing where both recommended and buyers can get a referal feed.

　Rather than developing commoditized products in a maturity market, in the Japanese ZEV market, which has a very large amount of growth, only products with a sharp concept that "stab" is strongly "stuck" without aiming for everyone.It will be expanded.

　Rather than the belief that "it sells globally so it can be sold in Japan as it is," the most popular rapid charging system CHADEMO, equipped with a function that can supply vehicle power to electric products and home, right handle & right turn signal.Liver and built -in drive recorders are also well localized for the Japanese market.

　The catalogs were also checked in detail, such as the table and equipment, but they were carefully and carefully built, and I felt the enthusiasm for Hyunde to the Japanese market.

Click here for Hyun Demobility Japan's homepage!

The next page is: ■ Ioniq5 design is also pierced by the Ojisan generation.