Hyundai Elantra 被市場淘汰+被南陽玩壞 - Toyota
By Robert
at 2022-02-01T01:16
at 2022-02-01T01:16
Table of Contents
https://imgur.com/aznEbsg.jpg
去年,隨著最後一台國產中大型房車Toyota Camry 2.0停產,我曾撰寫過一篇文章紀念這
台車,當時我就提到當今台灣車市似乎趨向車種單一化,除了SUV以外的車種選擇性越來
越少,尤其是一般品牌,未來非SUV車款的選擇只會更少不會再多,也讓一些不想買SUV的
消費者更難挑選出適合的車款(包含我)。而到了2022年,又有一款國產非SUV車型已經走
向停產停售的命運,縱使在海外有產品力十足的大改款車型,但在台灣代理商完全偏重
SUV車型銷售的方針之下,不再對該產品投入資源更新換代,只能黯然退場。
https://imgur.com/quVszQY.jpg
https://imgur.com/hBKRkBJ.jpg
這位倒楣鬼就是Hyundai Elantra,曾經以肖年仔神車聞名,也曾經以Elantra Sport這款
運動版車型掀起一波話題,最終還是活不過2021年底,無緣在台灣見到大改款車型誕生。
其實這代Elantra販售的時間真的不長,從2017年中大改款上市以來,2019年經歷一次小
改款到2021年底停產,約莫只有4年多不到5年的販售時間,這段時間裡Elantra並沒有太
出色的銷售表現。該代車型外觀不夠動感,得不到過往年輕人市場的關愛,內裝不論小改
前後都略顯死板,質感不錯空間OK但沒有吸引力。
動力配置方面小改款前的2.0柴油渦輪版,在uber市場曾有過一陣子好時光,Sport車型的
1.6渦輪引擎更是熱愛駕駛樂趣的消費者的一時之選,但停產前這些車型通通不在產品線
上,只剩下一顆乏善可陳的1.6NA引擎+6速自排,Elantra最終居然是以一個很無聊的姿態
劃上生產句點,真是不勝唏噓(笑)。
https://imgur.com/JJuW2DV.jpg
https://imgur.com/v2pBU35.jpg
https://imgur.com/UJs52u7.jpg
https://imgur.com/VjFjKCv.jpg
但你說Elantra賣到停產都是車輛本身的問題導致的?我覺得也未必。先不論外觀美醜內裝
設計這種主觀性極強的層面,這台Elantra並不是一台相當糟糕的產品,就實用性來說
Elantra其實不會比2017年當時的競爭對手差到哪去,車室空間算得上寬敞,後座舒適性
也不錯,沒有太花俏的操作介面,基本該有的配備都設計得很容易操作,小改款之後也補
上Hyundai Smartsense,基礎的ACC AEB在進階車型上都有。
https://imgur.com/8bdTdTL.jpg
https://imgur.com/kMn4RGB.jpg
https://imgur.com/ljt4DIi.jpg
https://imgur.com/ZTJdthJ.jpg
而就算是最入門,定價65.9萬的經典型,也就是我找來的這台車,配備也不算很差勁。外
觀只用上15吋的小輪圈,一眼就能認出是入門款,配備雖然簡單,沒有恆溫只有傳統冷暖
空調,沒有觸控車機只有基本2DIN音響,多功能方向盤沒有皮質包覆,Keyless當然不可
能有,但如果以賣個便宜的角度切入,其實不見得非得停掉不可,你看看隔壁Lancer拉皮
成這樣,60萬級距的轎車市場他還是站得住腳步,Elantra起碼經典型就有6氣囊+ESP,低
標還是有過關啦。
https://imgur.com/n3lniaO.jpg
https://imgur.com/tethV6D.jpg
那到底為何Elantra最終會活不過2021年,除了市場的口味變了之外,我想總代理南陽也
得好好想一下自己做錯了甚麼?我們就光看Elantra的動力配置演變就好,2017年上市時規
劃為1.6NA入門+進階and頂規2.0NA+柴油單一規格+進口Sport版,沒多久發現2.0NA太難推
,2018年改成1.6NA+2.0NA雙線並進,柴油繼續加減賣,Sport改國產,一下子從110萬大
降到87萬。2019年2.0NA還是推不動,索性直接砍掉2.0只留下1.6NA+柴油+Sport版,而這
年中進行了小改款,再一次縮減車型,把柴油渦輪版刪除,精簡到剩下1.6NA+1.6T的
Sport版。又過了一年,由於排放法規的限制,最有話題性的SPORT只生產到2020年底為止
,整個2021年Elantra都只剩下1.6NA能賣,直到停產。
https://imgur.com/PeHMhOz.jpg
看到這樣的動力單元編成演進史,你有甚麼想法?至少我覺得南陽對Elantra的規劃大概就
是”沒有規劃”,手上有啥牌就亂打一通,牌要怎麼下,怎麼創造出最大的效益一點概念
都沒有。2017年的當下有哪台國產同級車還是以2.0為主力?要不是1.8 1.6 NA就是導入小
排量渦輪引擎,出個2.0 NA要賣個毛?既然賣不掉,就應該當機立斷砍掉2.0只留1.6 NA,
但不知怎麼居然讓2.0一直存活到2019年才真的認栽停掉2.0,整整浪費兩年在1.6跟2.0之
間游移不定,不知道該以哪款車為銷售主力。
然後Elantra Sport一開始用進口導入開個賣不掉的110萬定價,時隔一年好似反悔了決定
導入國產化,但國產化之後又立刻碰到小改款,再換一種截然不同的外型設計。說實話,
如果南陽真的對Elantra Sport有興趣,當初2017年大改款時就應該同步導入國產化,等
到2018年底才國產化隔年6月又立刻小改款,這樣的策略到底是三心二意還是韓國原廠態
度也不太明確,這就不知道了。我只能看到,南陽在銷售Elantra時的策略真的毫無主軸
可言,這不是六和對FOCUS快速多次調整配備的那種手法,而是完全抓不到消費者到底要
甚麼,甚麼車型編成和配備規劃才是消費者可能買單的,南陽似乎是蒙著頭在幹活,而
SPORT版跟柴油版明明有機會成為車系中的亮點,最終卻只成為驚鴻一瞥,實為可惜。
https://imgur.com/VFl8TQJ.jpg
以一台車的本質來說,這台Elantra直到今天開起來還是一部蠻不錯的車,跟日系車相比
精準很多的轉向,1.6NA引擎雖然介於”堪用”到”略顯無力”之間,配上六速手自排平
順程度可在水準之上。油門反應並不是日系車的那種前端敏感的設定,而是偏向歐系車的
漸進式行程,駕駛人更好控制油門開度。底盤也是偏向歐系車的設定,車速拉起來之後穩
定性還真有幾分樣子,只不過由於普通版Elantra後軸是非獨立式懸吊,在山路過彎時後
軸的貼地性很明顯不太夠,車尾略顯跟不上轉向的步調。但這台入門版Elantra方向盤只
能上下調整,不能前後調,座椅的版型也不太合身,第一次上車時要調整到適合的角度需
要費一番功夫。
https://imgur.com/FZ6PIN5.jpg
但Elantra在台灣的生產史也就到此為止,南陽大概鐵了心向台苯看齊,全力以成為一家
SUV專賣店為目標邁開大步,Elantra這種被自己的策略玩爛的車系,落得被停產也是可預
期的結果。可惜啊,各位看看以下這兩台車,如果有某個平行時空他們會出現在台灣,那
可多有趣啊。
https://imgur.com/V84OgkO.jpg
https://imgur.com/bCrJG52.jpg
https://imgur.com/Y5jzrYx.jpg
(Elantra N-Line)
https://imgur.com/Nd9m2Ph.jpg
https://imgur.com/uFbHMpA.jpg
https://imgur.com/X9HfuwM.jpg
(i30 N-Line)
但這個可能性終究不會發生,就跟台苯幾乎不可能再導入CIVIC一樣,未來差不多是SUV主
導一切的市場了,南陽既然要產品線全面SUV化,Elantra i30這種車只會分掉高利潤的
SUV銷售量,自然是能閃越遠越好。雖然這很合理,但還是會對這些車廠感到失望,選擇
太過單一化,只會讓整個市場看起來更單調且無趣,不想買SUV那你也沒其他車可好選了
。而南陽要玩全SUV策略,產品編成策略還是搞得讓人一頭霧水,看看剛上市的TUCSON L
,1.6T Hybrid版要押到今年接近年底才會上市,先行上市的1.6T純汽油版配備編成卻不
盡人意,很明顯還在為了Hybrid版藏東西,接下來要上的2.0NA版,我等著看南陽要做出
甚麼令人驚訝的爛配備編成。
https://imgur.com/0osFhAr.jpg
當年台苯停掉國產CIVIC生產線,改為生產HRV,轎車市場由低成本的CITY接替,卻輸得一
蹋糊塗,最後一事無成的結束生產。如今南陽也想學台苯,停掉不夠熱賣的非SUV車型,
全力衝刺SUV銷量,我不期望南陽還會端出什麼菜色,補足70-90萬之間產品線真空帶,但
既然要這樣集中銷售了,要是策略上還是一如既往的混亂,被看笑話的還是南陽自己。而
Elantra……,我對他的情感不如CIVIC,但還是會對這樣的遭遇覺得可惜與遺憾,也對未
來的車市發展感到擔憂,會不會最終整個台灣市場只剩下”大台的SUV”和”小台的SUV”
,其他車型逐漸消失在台灣的舞台上,我真心希望那天不會到來,因為我的車位停不下
SUV(幹)。
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