Hyundai Hops On The China Brandwagon

Bertel Schmitt
by Bertel Schmitt
hyundai hops on the china brandwagon

Hyundai, which has a flourishing and fast-growing joint venture with Beijing’s BAIC, is jumping on the bandwagon of fake Chinese brands. Probably not on Hyundai’s own volition, and probably with a lot of gentle urging by the Chinese government which thinks that the answer to China’s cluttered market is brands, brands, and more brands.

Carnewschina has it that the new brand of the Hyundai/BAIC JV will be called “Shouwang.”

Google Translate claims it means “Number one watching”, but it is unlikely that the car is targeted at people who watch other people go to the bathroom. There is probably some deeper meaning, inaccessible to us longnoses.

Carnewschina has pictures of the first Shouwang, a BHCD-1 in mild camo, as it is rolled into the Guangzhou Auto Show. The show will open its doors tomorrow, should you be near Guangzhou, you can see a Shouwang in the flesh.

Carnewsschina has a negative outlook on the thing:

“It looks very cool indeed, but the real thing will likely look much worse and will likely be based on an old Hyundai Elantra. The BHCD-1 concept is a hybrid, the real thing will just get a normal petrol engine.”

It is an open secret in China that the darned foreigners usually don’t contribute more than has-been technology to these brand exercises in futility. By the way, the Chinese insist on calling these joint venture brands “sub brands.” They are not. They are freestanding brands, just like “Lexus” or “Scion”. A sub brand would be a “Toyota Prius” and its family of v, c, plug-ins. or what have you. But the Chinese insist on calling freestanding brands sub-brands. Goes to show how much they know about branding.

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  • MrWhopee MrWhopee on Nov 21, 2011

    Can anyone make sense of this policy? Seems counter-productive if what they want is to be a car producing (and exporting) nation someday, like Japan and Korea. Instead of supporting local brand and slowly help them mature and someday able to export, they want foreign brand to come up with China-only brand with names that are unpronounceable and unattractive to foreigners, and cars that are mostly rebadged version of cars already produced elsewhere. I guess they were really looking inward in terms of their automotive policy. Makes sense since China is the only large car market that's still growing rapidly, most developed nations facing shrunken demand and over-capacity.

  • Ponchoman49 Ponchoman49 on Nov 21, 2011

    Oh look, another bland featureless sided gun slit windowed over size tired bland mobile with little to no identity or Wang edition.

  • ToolGuy CXXVIII comments?!?
  • ToolGuy I did truck things with my truck this past week, twenty-odd miles from home (farther than usual). Recall that the interior bed space of my (modified) truck is 98" x 74". On the ride home yesterday the bed carried a 20 foot extension ladder (10 feet long, flagged 14 inches past the rear bumper), two other ladders, a smallish air compressor, a largish shop vac, three large bins, some materials, some scrap, and a slew of tool cases/bags. It was pretty full, is what I'm saying.The range of the Cybertruck would have been just fine. Nothing I carried had any substantial weight to it, in truck terms. The frunk would have been extremely useful (lock the tool cases there, out of the way of the Bed Stuff, away from prying eyes and grasping fingers -- you say I can charge my cordless tools there? bonus). Stainless steel plus no paint is a plus.Apparently the Cybertruck bed will be 78" long (but over 96" with the tailgate folded down) and 60-65" wide. And then Tesla promises "100 cubic feet of exterior, lockable storage — including the under-bed, frunk and sail pillars." Underbed storage requires the bed to be clear of other stuff, but bottom line everything would have fit, especially when we consider the second row of seats (tools and some materials out of the weather).Some days I was hauling mostly air on one leg of the trip. There were several store runs involved, some for 8-foot stock. One day I bummed a ride in a Roush Mustang. Three separate times other drivers tried to run into my truck (stainless steel panels, yes please). The fuel savings would be large enough for me to notice and to care.TL;DR: This truck would work for me, as a truck. Sample size = 1.
  • Art Vandelay Dodge should bring this back. They could sell it as the classic classic classic model
  • Surferjoe Still have a 2013 RDX, naturally aspirated V6, just can't get behind a 4 banger turbo.Also gloriously absent, ESS, lane departure warnings, etc.
  • ToolGuy Is it a genuine Top Hand? Oh, I forgot, I don't care. 🙂