United Engine│Festa EV competitiveness analysis, is this kind of parallel import ridiculous and sad?

For the whole of 2019, Korean brand passenger cars accounted for 4.7% of the market share, down from 5% in 2018. Beijing Hyundai sold 716,000 vehicles in 2019, only completing 79.55% of its annual sales target of 900,000 vehicles. It is not difficult to find that the sales performance of Korean brands in the domestic market is still flawed. Even so, facing the brand new year of 2020, the Korean team is still high-spirited and confident. In order to hit this year's sales target of 750,000 vehicles, Beijing Hyundai will launch new models such as the tenth-generation Sonata, Festa EV, new Mingtu, new MPV and new Elantra. At present, Festa EV has been launched on the market. The price range after subsidies is 173,800-198,800 yuan and will be delivered to customers in March. GLS Smooth Edition: 173,800 yuan GLX Smart Edition: 188,800 yuan DLX Joy Edition: 198,800 yuan Even though the market performance has fluctuated before, we have not seen Beijing Hyundai discouraged at all. Instead, it is increasing its efforts in launching new cars. This Festa EV is Beijing Hyundai's first "show of sword" in 2020. Faced with the current low cruising range of most joint venture brands, this Festa EV, which claims to have a 490km NEDC cruising range, seems to be able to smile proudly for a while. But Beijing Hyundai seems to have forgotten two things: First, what is the maximum NEDC cruising range of Chinese brand new energy products? Second, today when subsidies are declining, how many people would choose this pure electric vehicle if it were not for the license? Disadvantage 1. Perhaps this Festa EV itself is a disadvantage. The four-star score of the Festa fuel version in the C-NCAP crash test has made many consumers question its safety, and it has also made it question its safety. The excited prospective car owners began to adopt a cautious wait-and-see attitude. Festa's main score for pedestrian protection and driver protection is too low, while active safety and convenience Festa is even more lacking, and therefore loses more points. The most impressive thing is undoubtedly the broken A-pillar after a frontal collision. Based on the above points, we firmly do not recommend it. In the subsequent crash test conducted by China Insurance Research Institute, the crash results of the Festa fuel version showed that the crashworthiness and economical maintainability index received a poor (P) rating. The layman safety index received an average (M) rating, the vehicle occupant safety index received a good (A) rating, and the vehicle assistance safety index received an excellent (G) rating. This shows that Festa is very sincere in terms of visible safety configurations, but it is too clever (ji) and (zei) to reduce configurations in invisible places. This Festa EV, which is converted from oil to electric power, will probably not make any changes in the body structure and materials. It is also conceivable that the crash results will not be much different from the fuel version. The lack of front fog lights on all series will also become a problem that is difficult to remove. This makes oncoming vehicles more cautious when meeting on narrow roads in rainy and foggy weather, and also creates greater safety risks. Compared with the independent rear suspension of fuel models, EV models are downgraded to torsion beams. The cost of the motor is indeed balanced from all aspects. These places are often hidden that people don’t notice easily. Or maybe it's because of the layout and position of the battery that the rear suspension structure has to change. Although the Festa EV has not been criticized because of the torsion beam, the psychological gap among consumers is difficult to overcome. Highlights 1. There is a white light strip under the charging port, which can provide lighting effect at night, making it easier to align the charging port more quickly and accurately during charging. This detail is very humane. 2. The paddle set behind the 3/9 o'clock position of the steering wheel is used to adjust the kinetic energy recovery level. The left side is responsible for strengthening and the right side is responsible for weakening. It is somewhat similar to the shift paddles of a fuel vehicle. It uses manual adjustment to control kinetic energy recovery. We think it can also add a little more driving fun similar to a fuel vehicle. 3. The NEDC cruising range reaches 490km. Among current joint venture brands of the same level, Festa EV’s cruising range is indeed competitive. But this cruising range cannot be said to be leading among Chinese brands, it just keeps up with the mainstream level. Next is the time for competitiveness analysis. We compare Festa EV GLS Changxing Edition (price after subsidy: 173,800 yuan) with GAC New Energy Aion S 2019 Charming Evo 630 (price after subsidy: 172,800 yuan). The Festa EV GLS Changxing Edition is the lowest model, while the Aion S 2019 Evo 630 is the sub-top model of the 630 Edition. The price of the models is basically the same. When Korean cost-effective petrol-to-electric models meet the emerging Chinese new energy brands, will there be more sparks or a huge gap between the two? In terms of configuration, the richness of Aion S far exceeds that of Festa EV. Among them, the standard configuration of Aion S alone includes cruise control, panoramic sunroof, full LCD instrument, electric driver's seat, sports-style seats, rear armrest/cup holder, zoned temperature control, LED high and low beams, and steering wheel. Auxiliary lights, front fog lights. Coupled with the larger central control screen (12.3 inches) compared to the Festa EV (10.25 inches), the configuration level of the Festa EV will be far ahead. Only one street away? Of course it's not that exaggerated. Coupled with the rich optional configurations of the Aion S, the configuration level of the Festa EV is expected to be several miles ahead. The so-called rich configurations of Korean brands really feel a bit like "Guan Gong is playing a big knife in front of" in front of Chinese brands. Of course, Festa EV also expresses its stubbornness not to admit defeat by Smecta with its only two additional configurations: an induction trunk and one-click lifting and lowering of all windows. Let’s look at the power part again. Festa EV has a slight advantage in comparison of motor parameters. For many people, the extra 10N·m maximum torque cannot be clearly felt. The 20km NEDC cruising range of the Aion S compared to the Festa EV seems to be easier to detect in many people's perception. As a pure electric model, mileage is undoubtedly the most concerned product information. The higher the cruising range, the easier it is to win the favor of consumers. Even if it is the NEDC cruising range, the higher one can give more consumers psychological favor. What’s strange is that for this Festa EV, which is advertised as sporty, we don’t see a lot of information that highlights its sportiness. There are not even sports seats that can create some sports atmosphere. If the zero-to-100 acceleration performance of Festa EV 8.6s can justify its sports label, then the BYD Tang with 542 can also be said to be a sports mid-size SUV. This is not actually the case... Can you imagine a car with a width of more than 2 meters that can take a sharp turn after accelerating in a straight line? Because movement does not mean stupid speed when accelerating in a straight line, maybe the Festa EV is really sporty, but it is not presented well. Summary: Korean brands represented by Hyundai and Kia reached their peak sales in China in 2016, but then plummeted due to various factors. In recent years, Korean brands have been seeking turning points and counterattacks, hoping to return to their peak status in China. Festa EV's first attack is undoubtedly the first shot of the Korean system to save itself. Those voices on the Internet are touting the Festa EV: it can rival the Tesla model 3. It's just a challenge for cruising range. Model 3 has a zero-to-0-60 acceleration performance of 5.6 seconds. Can the Festa EV challenge it with 8.6 seconds? This unilateral declaration of victory is ridiculous and sad. Compared with other joint venture brands, Festa EV does have a higher cruising range. But such cruising range performance is not worth mentioning among Chinese brands. The way it is used as propaganda is reminiscent of some countries stealing our country's traditional festivals to apply for World Heritage, and then showing them off to gain so-called national honors. When the Ensign EV was previously launched, Beijing Hyundai launched the "Guarding the Blue Sky Plan", which allowed replacement purchases without restrictions on license plates to continue to enjoy a 40,000 yuan replacement subsidy. Unfortunately, this wave of benefits has passed, and Festa EV has not taken advantage of it. The inflated price, the design style of replacing oil with electricity, and the unclear safety make this Festa EV less confident. What’s the use of just exercising? So what if it can challenge Tesla? Being able to get real money support from consumers is the way to go.