At the end of 2002, Beijing Hyundai, which had entered the Chinese car industry, passed the threshold of 2 million vehicles in less than 7 years, setting the fastest growth rate of automotive joint ventures and being called “modern speed” by the industry.

Needless to say, Beijing Hyundai has inherited the weakness of the Hyundai Motor brand at the same time as it develops rapidly. Taking advantage of the high growth rate of 94% achieved in the past year, Beijing Hyundai made a major strategic adjustment. In 2010, it put forward 670,000 sales targets, an increase of only 18%. This is obviously a very conservative goal compared to most car companies in the country. Li Feng, the deputy general manager of Beijing Hyundai, told reporters at the beginning of the year that the core goal of Beijing Hyundai at this stage is to enhance the brand's overall strength through “connotative management innovation”. Within three years, the product quality has entered the top 3 in the domestic automotive industry, and the brand image within 5 years. Entered the top 5 in the domestic automotive industry. In other words, Beijing Hyundai should use the relatively small sales pressure to increase brand building efforts.

In the first half of this year, Beijing Hyundai Motor sold a total of 329,000 vehicles, which, although higher than the booking growth rate, was significantly lower than the same period last year. Xiong Wei, the deputy general manager of Beijing Hyundai Sales Co., Ltd., explained that it was affected by insufficient capacity.

Beijing Hyundai does have the problem of insufficient production capacity. With 500,000 units of production capacity, it is necessary to achieve sales of 670,000 units. This poses a severe challenge to all aspects of the company. Before the end of 2012, it is impossible to reduce production capacity. The prospect of pressure.

However, in the Chinese auto market, sales are also one of the brand image. If you do not look at the sales data well, it is difficult for people to recognize your brand image. The reversal of the auto market in the second half of this year has strained the nerves of all automakers. In this situation, Beijing Modern is not only facing the pressure to enhance its brand image, but also the market pressure to ensure sales. Beijing Hyundai requires both brand sales and both hands to be hard.

Recently, Beijing Modern launched the A0-level model Rena, is the embodiment of this strategic thinking.

Rena is a global strategic vehicle that has been built jointly by Hyundai Motors Nanyang R&D Center, North American R&D Center and European R&D Center over five years. Hyundai Motor has set it on a global launch in China, and of course made necessary adjustments to the Chinese market. From the perspective of its performance configuration and the prices released by Beijing Hyundai, it is clear that this is a “volume” model, and Beijing’s modern market goal is to allow it to enter “10,000 clubs”.

In order to improve the brand image of one side, to ensure sales growth, sales and brand image is not an irreconcilable family? Is it just a large car to enhance the brand image? Can small cars make fine products? Beijing Hyundai made a bold test on Rena.

Beijing Hyundai attaches great importance to its product portfolio strategy. The first product portfolio is a combination of collar and lead in B-class vehicles. It has a very good market response in the market. The second product group is Elantra and Elantra, and it is in the A-class market. Every month, there is a place in the top ten rankings. In April of this year, Beijing Hyundai introduced the ix35. In the SUV segment, ix35 plus Tucson is the third product portfolio, and now Yara Treina is the fourth product of Beijing Hyundai. Combination, the main A0-class market segment, both the pursuit of practical models, there are fashion models.

VERNA Rena incorporates Hyundai’s global wisdom, fluid sculpture design, coupe body, maximum wheelbase and interior space in its class, futuristic interiors and a highly human-like interior layout; equipped with modern up-to-date CVVT engine, of which 1.4L engine maximum power of up to 78. kW; match the latest modern compact transmission, comprehensive road conditions test 100 kilometers integrated fuel consumption 6.5L. The appearance, performance, quality and value of use all have outstanding characteristics. Beijing Hyundai has positioned it as a "over and standing" A0 model. In Li Feng's words, the biggest advantage of this car is "four enough": enough fashion, enough space, enough technology, enough economy, so that urban white-collar workers can use the price of 100,000 or less to buy the most appropriate automatic transmission.

According to Lu Jianwan, general manager of Beijing Hyundai, VERNA Rena is the core model of Hyundai Motor's global small car strategy, the first model of Hyundai Motor's global debut in China, and a strategy for Beijing Hyundai to enhance its brand and improve its product market layout. The model, which was selected as the starting point in the Chinese market, reflects Hyundai’s emphasis on the Chinese market. Beijing Hyundai has high hopes for VERNA Rena.

Rena received a revelation: we should change only the car can enhance the brand's thinking, accurate positioning, the small car into a boutique, also a great help to enhance the brand. Similar high-end brands BMW MINI, Mercedes-Benz smart, are small cars, they not only did not damage the brand image of Mercedes-Benz BMW, but also attracted a large number of young fashion consumers, expanding the brand influence. More importantly, the development of small cars can save social resources and contribute to the sustainable development of automobiles.