On the evening of June 18, Beijing Hyundai's brand-new model, MUFASA Musa, was officially launched, launching a total of three models with a price range of 121800-139800 yuan.
MUFASA Musa is the first new product launched under Beijing Hyundai's "2025 New Plan". It is built on the i-GMP platform and can be regarded as the successor model of Beijing Hyundai ix35. After listing, it will directly replace Hyundai ix35 with the same 2.0L engine as ix35. As a reference, the price range of Beijing Hyundai ix35 currently on sale is 12.98-155800 yuan.
In terms of appearance, the new car adopts the brand-new design of the modern family, and the front face adopts the latest family design officially named "parametric gem design". Specifically, the front face is a large grille, the interior decoration is similar to the gem shape and black treatment, the center of the grille inlaid with a huge modern LOGO, looks very eye-catching. The headlights on both sides are designed vertically, with the fangs-like encirclement shape below, which has great visual impact.
On the side of the body, the sharp lines of the new car, the muscular protruding shape of the front and rear wheel arch plus fierce lines make the whole car more athletic, and the decoration of the side skirt is also connected with the front and rear encirclement, broadening the visual effect. The roof is a suspended design, D-column through silver decoration and car paint to form a strong contrast, showing a rich sense of hierarchy. In the rear part, the new car taillight adopts circumferential OVAL combination taillight, the center is sandwiched with "HYUNDAI" modern brand letter logo, the overall recognition is very high, the high brake light on the rear spoiler enhances the motion vision, and the lower encirclement adopts hidden exhaust design.
In terms of size, the length, width and height of the new car are 4475/1850/1665mm, the wheelbase is 2680mm, and the positioning is compact SUV. For reference, the 2021 Beijing Hyundai ix35 has a length, width and height of 4500/1850/1715mm and a wheelbase of 2640mm.
In terms of interior decoration, the new car adopts the popular integrated screen design, the dashboard and central control screen are both 12.3 inches and the central control screen has built-in intelligent network connection system 4.0, with vertical air conditioning vents on both sides, so that the visual effect of the car has been improved. At the same time, the new car also uses a new style of multi-function steering wheel and yacht shift mechanism.
In terms of power, the ordinary version of the new car is equipped with a G4NJ 2.0L naturally aspirated engine produced by Shandong Hyundai Weiya Automobile engine Co., Ltd., with a maximum power of 118kW and a maximum torque of 193Nm. The transmission part matches the 6AT gearbox. For reference, the current ix35 offers a choice of 1.4T turbocharged engines and 2.0L naturally aspirated engines.
Ix35 is a compact SUV model owned by Beijing Hyundai, which was introduced into China in 2010. In April 2010, Beijing Hyundai ix35 launched a total of six models with 2.0L and 2.4L engines, with a price range of 16.98-242800 yuan. In November 2017, the second-generation ix35 went on sale with a price range of 11.99-161900 yuan, with a 2.0L engine, a maximum power of 160hp and a peak torque of 193Nm, matched by a 6AT gearbox. The ix35 currently on sale is the second-generation mid-term modified model, which went on sale in November 2020. the price range is 12.98-155800 yuan. The power is equipped with 1.4T turbocharger and 2.0L naturally aspirated engine, the maximum power is 140hp and 160hp, and the peak torque is 193Nm and 242Nm respectively.
According to the official website, the models currently on sale in Beijing Hyundai include Tusheng L, Elantra, Yuezong, Beijing Hyundai ix35, Shengda, Beijing Hyundai ix25, Yerna and Sonata. Beijing Hyundai ix35 is the second best-selling model of Beijing Hyundai after Elantra, with annual ix35 sales of 64148 in 2022 and 99856 in Elantra. However, with the decline of the quality and competitiveness of Hyundai products in Beijing, ix35's performance in the end market has obviously stalled. The latest data show that from January to May 2023, Beijing Hyundai ix35 accumulated sales of 20180 vehicles, monthly sales of only about 4000 vehicles.
With the rise of independent brands and the decline of the prices of mainstream joint venture brands, the market share of Korean cars has been gradually divided. Beijing Hyundai sold more than 1 million vehicles in 2016, but sales have fallen since then, selling only 260000 in 2022. The industry believes that the reason why Korean car companies' market share is divided is that they fail to keep up with the changes of market rhythm, innovate in strategies and models, and the process of localization is slow. At the same time, Korean cars are relatively passive in the field of electric vehicles.
In November 2022, Beijing Hyundai launched the "2025 to New Project". According to the plan, by 2025, Beijing Hyundai will realize the full hybrid of fuel vehicles, build a hybrid product matrix of one MPV, two cars and three SUV models in the next 3-5 years, and reach the annual production and sales scale of 300000 hybrid products.
According to the plan, Beijing Hyundai will take three years to achieve a market share of about 3 per cent and return to its annual sales target of more than 500000 vehicles by 2025. For Beijing Hyundai, it is not realistic for Elantra to be the only popular model to boost annual sales. Beijing Hyundai wants to return to the top, "how to create a popular product that stands out among many homogenized products" is an urgent problem to be solved.
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