Gasgoo Munich- On July 22, Li Fenggang, general manager of Beijing Hyundai, addressed the 2026 China Auto Forum. The session was titled "Brand Breakthrough in the New Joint Venture Era."He noted that international brands held a 66% share of the internal combustion engine market over the past five years. However, the overall ICE sector shrank dramatically—from 94.3% in 2020 to 46.1% last year. Meanwhile, international automakers failed to establish a comparable foothold in the new-energy sector.Image Source: 2026 China Auto ForumLi acknowledged that Beijing Hyundai faces three primary challenges. These include a shortage of new-energy products, a need to elevate intelligent features, and the urgent requirement to bolster cost competitiveness.To navigate this impasse, Li outlined four strategic pillars for Beijing Hyundai. First, the company is building China-specific R&D capabilities and accelerating local decision-making. Hyundai Motor has assembled a 1,500-person local R&D team in Beijing, Shanghai, Guangzhou, and Yantai. The team focuses on electrification and intelligence.Second, the company is cultivating a localized ecosystem. This integrates China's top technology, suppliers, and talent. Partnerships with CATL and others are already underway.Third, Beijing Hyundai is establishing new retail, marketing, and channel systems. These are tailored to new-energy vehicles.Fourth, the company is crafting a differentiated brand image grounded in its inherent strengths.Li revealed that Beijing Hyundai has created a new-generation, highly localized new-energy technology platform after three years of development. The architecture supports pure electric and extended-range powertrains. It also accommodates front-, rear-, and four-wheel drive configurations.The first of three new models on this platform is set to debut in September.During his speech, Li emphasized that Beijing Hyundai will "uphold four constants." First, the company will adhere to the car's first principles. Safety, quality, drivability, and comfort are core attributes. A car is never a fast-moving consumer good.Second, the company will maintain international high quality and standards. This is guided by the highest common denominator of global market standards.Third, Beijing Hyundai insists on rigorous testing and validation. It will never use customers as test subjects. This ensures that products delivered are qualified.Fourth, the company aims to be a corporate citizen. It must be law-abiding, true to its word, and consistent in action and appearance.To enhance battery safety, he noted that Beijing Hyundai has conducted 102 specialized tests. It also developed a 24-hour high-voltage safety monitoring system.The vehicles feature nine airbags, the most in their segment. Side curtain airbags can hold pressure three times longer than standard curtains.Li concluded that Beijing Hyundai is dedicated to building a new-energy brand image. It is defined by "reliability, high quality, and originality." The company aims to carve out a differentiated edge in a fiercely competitive market.