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| The highly successful Koreans feel now the crisis: Hyundai responds with a cautious forecast for 2013. (Photo: Hyundai) |
The soaring of Hyundai in Europe's car market is the moment to end. The Koreans feel the sales crisis now clearly expected drop in sales and have to throw overboard their goals. "2013 will be a year of consolidation," said Allan Rushforth Europe vice chairman of the dpa news agency. This is also the dealer: By 2014, to be replaced at least every fourth in Europe.
A year later, Hyundai was originally launched in Europe at five percent market share - which the company achieved worldwide. But the goal is not to keep. "Due to the stagnant markets we need to develop our long-term planning new," said Rushforth. Next year, the share of 3.4 percent in a declining European market are merely kept. This means that 2013 will be the Koreans sell fewer cars.
On the ground of reality
It was Hyundai, together with its sister brand Kia 2012, the high-flyer in Europe. Within the EU, the brand increased its sales to date of more than nine percent in Germany, according to recent figures their registrations were 14 percent higher than a year ago The little sister Kia grew even faster, and the Hyundai Group are seen as a future great VW competitor in the race to the rank of the world's biggest carmaker. Volkswagen CEO Martin Winterkorn has taken the South Korean carmaker publicly targeted. "It's a good feeling to be at Volkswagen on the screen," said Rushforth.
One advantage of the Koreans: Because they do not produce in Western Europe, but as in the Czech Republic, Turkey and India, they have lower labor costs. Kia and they build seven million cars worldwide - saving money through the sheer volume. Can not keep up, many European competitors. "It is at this point but just the size," said Rushforth.
Intervention in the dealer network
Hyundai Sun chases the established manufacturers in rows from customers - and wants to continue to do so. "70 percent of our customers have driven a different brand - especially Opel, Ford, VW and Renault," said Rushforth. "We will lay out our business will continue to conquer."
But the next step - the customer loyalty - it hooks still: An internal study shows that customer dissatisfaction with the dealers in some models is the biggest problem. This will counteract Hyundai. "If customers do not feel safe with us better than their old brand, then we will not stop," said Rushforth.
Also why Hyundai rolls up its sales network by vigorously: "Between 2010 and 2014 we will have replaced 25 to 30 percent of our European dealer network," said Rushforth. However, not only because the quality is not. "Some are just too small to keep up with our growth."
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