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Product recalls damaging brand reputation Over the last few years, Hyundai has issued vast product recalls. Inthe company has already recalled more thanvehicles in the U.
The company has also recalled more than half a million vehicles in Both result in lower revenue and operating profits. Interest rates in the U.
Hyundai has an opportunity to capture the higher market share and increase sales in such economic conditions. Timing and frequency of new model releases The market share of automotive companies is significantly impacted by the timing and frequency of new model releases.
Historically, the new models have tended to have major upgrades every 4 or 5 years, with only minor modifications in between.
However, due to rising consumer expectations in relation to in-car technology and the competitive nature of the industry, there is an argument to release the upgraded models more frequently.
The key will be its ability to cost effectively implement technology initiatives in order to maximize a competitive advantage. Low fuel prices opening new markets for Hyundai Currently, fuel prices are the lowest in a decade. This situation has encouraged consumers to buy big fuel-inefficient vehicles such as SUVs and pickup trucks.
Hyundai, which relies mainly on the line of sedan cars, is at disadvantage in low fuel situation. The trend of low fuel prices is likely to stay and Hyundai could introduce wider range of SUVs or even consider introducing a line of pickup trucks.
Increased competition Hyundai is faced with an ever increased competition from the traditional automotive companies and the new players. New companies, such as Tesla with its electric cars, or even Google, which tries to build self-driving cars are also threatening the traditional automotive industry.
The competition is further fueled by the fact that the global automotive production capacity far exceeds the demand. Inthere was an estimated global excess production capacity of 31 million units.
Currency exchange rates are often volatile and depend on many factors, which Hyundai cannot control. Korean Won exchange rate has been increasing against other currencies in and may increase significantly over the next few years.
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This scenario would result in lower revenue and profits for Hyundai. Increasing government regulations may raise the costs Many governments around the world are committed to reducing the greenhouse gas emissions and are encouraging fuel efficiency initiatives.
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