Does God predict that Yan Yan's value+strength can be exchanged for counterattack? Prospect Analysis of New Generation Kia K5

(text/? Li Yadong) Yes, this is another Korean car. When a new generation of Hyundai Elantra is hot, a new generation of Kia K5 is coming soon. In the past two years, due to the strong rise of Japanese brands, coupled with the rising cost performance of Japanese cars and German cars, the sales of Korean cars in China can be said to be quite low, and it is no exaggeration to describe them as struggling to survive in the cracks. So in order to change this situation, Hyundai and Kia decisively accelerated the launch of new products.

Thankfully, Koreans didn't let everyone down. Prior to this, a brand-new seventh-generation Elantra came out with subversive changes, creating its own surprise; Later, Kia made frequent moves and brought a new generation of K5 models. On April 20th, Dongfeng Da Yue Kia officially opened the domestic pre-sale of the brand-new K5, and gave it a Chinese name-"Kaiku". There is not a folk saying: "XX Sambo, Basso, K5, Mai Ruibao". Although this is a joke, it is enough to prove how popular K5 was at that time. Then, can the strong return of the new K5 make waves again in the mid-level car market? In the face of today's ever-changing market environment and stronger competitors, what is the strength of the new Kia K5? Let's analyze it in detail!

Yan value is breaking the leaderboard again, as if it were a play?

There is no doubt that when anyone sees the new generation K5 for the first time, they will be surprised at its face value. This time, the high-value attribute is once again reflected in Korean cars, which is very prominent in personalization and recognition, exactly the same as when we first saw the old K5. The new car has a breakthrough in design, which gives people a strong sensory impact. The new generation K5 further upgraded Kia's family-style roaring front face, thus forming a "tiger? Nose? Evolution "design concept, it is under this brand-new design concept that the brand-new K5 face value can be separated from the chart, the middle net becomes extremely wide and flat, and it is completely integrated with the headlights on both sides. The irregular LED strip outlines the boundary, which not only breaks the homogenization, but also meets the individual needs of young people at present.

There is no doubt that Yan value has won the market opportunity for the new generation K5, but can the ridiculously high Yan value tell us that the new K5 will definitely sweep the market again this time? Actually, not necessarily. The world is changing too fast, so is the automobile market. In the current market environment, it is no longer feasible to buy off consumers on a large scale by relying on powerful temptation points. Whether it's cars or any other industry, it's not enough to have bright spots. You have to be versatile. In other words, after attracting consumers with bright spots, it is the ultimate goal to let consumers pay the bill with strong comprehensive strength. Therefore, after seeing the outrageous value of the new generation K5, don't jump to conclusions, let's move on.

Product strength has returned to the mainstream, but this is not enough.

The new generation K5 still has a considerable improvement in comprehensive product strength. In addition to the appearance and interior design, it also has obvious advantages in body size. Let's take a look at the body dimensions of the overseas version of K5. The length, width and height are 4905mm×1860mm×1445mm respectively, and the wheelbase is 2850mm. As for the domestic version, you can refer to the tenth generation Sonata, which is the captain and captain after domestic production. Therefore, compared with Camry, Accord, Magotan and other models, the new generation K5 has obvious advantages in body size, which also means that the space performance of the new generation K5 will also be a highlight.

In the past, Korean cars did not dominate the power, and the new K5 has also become dull, providing up to three power configurations. The domestic models are 1.5T, 2.0T and 2.0L plug-in hybrids respectively. Among them, 1.5T engine should be the biggest bright spot, and it applies CVVD technology for the first time. CVVD technology can adjust the valve opening duration, cooperate with CVVT technology to control the valve opening and closing time, effectively improve the engine intake efficiency, improve power output and reduce fuel consumption. The maximum horsepower of the engine is 180 horsepower and the maximum torque is 265 nm, which matches the 7DCT gearbox. Its parameters can be said to surpass Honda's 1.5T Earth Dream Engine, and it is still quite strong. Of course, the introduction of 2.0T and 2.0L hybrid power is also very powerful. The parameters of the 2.0T engine are expected to be the same as those of the brand-new Shengda, and the 2.0L hybrid will adopt the combination of the existing 2.0L naturally aspirated engine and motor.

In addition to the face value, the new generation K5 has also done a very good job in the space and motivation that domestic consumers are very concerned about. It can be said that the comprehensive product strength this time is not inferior to that of Japanese and German players. But is that enough? Does this mean that the new generation K5 will surpass its rivals? In fact, Kia, including the whole Korean car, still faces a big problem after the product strength keeps up, that is, brand value. Undoubtedly, in terms of brand, it can't compare with Japanese and German rivals, and there are only too many brands in China in terms of price, so it is also a dilemma. Can the new generation K5 find its own survival rules? Let's keep watching!

Dislocation competition+high cost performance is the best way at present.

Referring to the example of Cadillac's successful breakthrough in BBA in luxury brands, dislocation competition and cost-effective market positioning have further broken through in mature markets. For the new generation of K5 and Kia, this method is also applicable, because the domestic mid-level car market is basically monopolized by Japanese, German and American, and the glory of the old K5 is gone forever, and the influence of Korean car brands is also declining, so when the new generation of K5 wants to make a positive breakthrough, the opportunity is already very small. Then, when the product strength is still good, it is possible to successfully break through by dislocation competition, raising the product positioning and style a little, lowering the actual selling price a little, and slightly staggering with the competitors. So dislocation competition+high cost performance is the best way at present. If Kia really does this, the starting price of the new generation K5 after listing should be around 1.5 million yuan.

Summary:

Calm interpretation of the complete new generation K5, it can be said that the feelings in my heart are indescribable, and it is the kind of powerlessness of surprise and sigh, expectation and disappointment. There is no doubt that the new generation K5 will be an excellent mid-level car, especially in the face value that Korean cars are best at, and the new K5 has reached a new level. In addition to its efforts in space and power system, it has also seen good results. However, it is hard to say that the new K5 will have an overly optimistic sales performance in the future, looking at the current situation of Kia including the whole Korean car in the domestic market and the negative situation of brand value reputation. Even if everyone thinks the car is good, they will hesitate. This is no longer a simple question of whether the product is good or not. Just like some first-line joint venture brands, even if the price is more expensive, there are more problems and the product strength is lower, there are still a large number of consumers willing to pay for them, so the strength of the brand is definitely not empty talk. No one knows how the new generation K5 will perform when it goes on the market in the future, but Kia and the whole Korean car want to develop in the China market for a long time, so it is urgent to build the brand, otherwise it is likely that they will be unable to fight back their opponents in the future.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.