BEIJING MOTOR SHOW: Haval takes aim at Hyundai

Haval has Hyundai in its sights and it is looking to both Australia and Japan to help with its aim.

Speaking to Australian journalists at this week’s Beijing Motor show, Haval CEO Wang Fengying said that the brand’s next generation of products would put up a real challenge to the Korean brand and it’s partner Kia when the vehicles arrive in Australia in 2019.

“Haval has been the market leader in SUVs in China for the past 15 years, not just by volume but by technology and quality. We have always been the leading SUV brand,” said Ms Wang via a translator.

“The Korean brands are struggling to compete with the Chinese independent brands in the Chinese market. All the products under the GWM group [Great Wall] -- like Wey [the company’s premium brand] and Haval -- the technologies, the qualities are far beyond their [the Koreans] performance in the Chinese market,” she stated.

Haval is a fledgling brand in Australia, having sold just 129 units so far this year. But company plans to use its experience here (as well markets like Russia and South Africa) as a stepping off point ahead of expansion into North America and Europe.

It launched its new H4 small SUV (pictured) at Beijing.

“The most important thing for a car brand is globalisation. In our first phase of global expansion, we identified Australia as one of the most important target markets,” Wang said.

“There are many great reasons why we believe so. First the Chinese and Australian government has a strong tie in terms of the economy. There is also the potential of going to the Chinese communities in Australia.”

The third reason, Ms Wang added, was the success that the South Korean brands have had in the Australian market over recent years.

“We are very confident we will succeed [in Australia] not simply by repeating what has been done by the South Korean brands but by being more innovative.

“We definitely have better products and better R&D investment abilities and better quality products as well,” she claiomed.

While the current crop of Haval products is yet to deliver any best-in-class contenders in Australia, Ms Wang said the introduction of its new range of vehicles, including the all-new H6 medium SUV and upcoming dual-cab ute should see Haval stacking up better in export markets.

“So far, we don’t think there’s enough successful experiences we have learned yet from the Australian market.

“The real competitive products we will put into the Australian market will be from 2019,” she stated.

To support Haval’s push locally, the company has appointed a new Chief Operating Officer for Australia. Hidesuke Takesue, who has previously worked in Mazda’s sales and marketing operations, has been given a remit to build a stronger dealer network in Australia as well as to improve customer service.

“In terms of brand communication, we are forming plans for bigger investment later this year,” Wang said.

“We want to build a brand that can constantly create value, pleasant surprises for consumers and build a trustworthy brand in the Australian market.

“That is the reason we asked a Japanese expert to supervise the market. We want to build a system that can have Japanese-style high-quality considerate service procedures in the Australia dealer network,” Ms Wang stated.