2017年3月，北京现代遭遇了入华15年来最惨痛的滑铁卢，当月销量仅为同期一半。究其原因，政治因素包含以及北现对竞争对手发展速度的错估以及产品定位的模糊，直接促成了这次挫败。北京现代，1-5月销售26.62万辆，同比下滑37.4%。对比年初定下125万辆的销量目标，完成率仅为21.3%。自主品牌的成长速度确实超出了大多数人的预料，北京现代自身同样存在着隐患。而创新能力退步前瞻性不足也是北京现代失败的重要原因。目前年轻消费者更追求个性化。曾经令北京现代引以为傲的“性价比”优势，正在因自主品牌的成长消磨殆尽。此外，北京现代对于中国车市前瞻性不足，并没有根据国家政策的变化预估到SUV和MPV市场将快速增长，对市场变化反应很慢。最近两年，北京现代仅向市场推出了三款SUV产品，落后于其他合资品牌，也不如很多自主品牌。

Lack of innovation and foresight, Beijing Hyundai withdraws from mainstream market

Beijing Hyundai met its hardest time since the past 15 years in March this year with halving sales volume compared with year-on-year data. Political incidents, as well as the false estimation on opponents and product positions, all result in the defeat.

Beijing Hyundai has a total sales volume of 266,200 units from January to May, decreasing 37.4% year-on-year and accomplishing only 21.3% annual targets. The fast growth of self-independent brands makes it difficult for joint-venture brands, including Beijing Hyundai. But the lack of innovation and foresight is also an important reason for Beijing Hyundai’s failure.

Currently, youngsters who purse for individuality are the main consumers in domestic auto market. The high cost-performance products under Beijing Hyundai seem to lose their competitive power in the market. Besides, Beijing Hyundai has not predicted the fast growth of SUV markets and MPV markets correctly, which also makes it slow in market response. Only three SUV products under Beijing Hyundai have been launched into market in two years, falling behind with other joint-venture brands, let alone the self-independent brands.