Changing managers has become a habit in the United States. No one can last more than five years and the next one will have a hard time.

According to a recent comprehensive foreign news report, when Dave Zuchowski, the former CEO of Hyundai Motor America, took over Hyundai Motor America in 2013, Hyundai Motor's market share in the United States had just reached 4.6%. By the end of 2016, this number is expected to remain unchanged. Therefore, Dave Zuchowski, who had been in office for less than three years, was suddenly dismissed last week. Thinking carefully, it is not a big surprise.

After Hyundai Motors began to gain a foothold in the U.S. market in the early 2000s, the CEO of Hyundai Motor America faced tremendous pressure to increase sales and market share. When the new CEO took office, the outside world also responded that "the goal could not be achieved." Since 1998, no CEO has served in this position for more than five years, and only two have served for more than three years.

Zuchowski's successor will most likely be chosen from outside Hyundai, and the new CEO will need to have enough experience and ability to break this record.

Hyundai Motor Co. is playing the sedan card in a market that values ​​light trucks. In 2013, sedans accounted for 82% of Hyundai's product portfolio, while the overall market accounted for 49%. Although Hyundai has reduced this figure to 72% in the first 11 months of this year, the industry average has also dropped to 40%. Hyundai Motor's U.S. taxi fleet sales have contributed a lot, but despite this, Hyundai's U.S. sales in the first 11 months of this year have only increased slightly by 1.3% year-on-year (excluding Genesis).

As gasoline prices fall, American car consumers are increasingly inclined to crossovers and SUVs, while Hyundai, which relies on small cars as its economic source, is relatively weak in the crossover and SUV segments. In the SUV segment, Hyundai's models are also completely suppressed by Honda CR-V, Toyota RAV4 and Chevrolet Equinox.

Hyundai offers no entry-level model in the segment, and customers can't tell the difference between the Santa Fe Sport and the larger Santa Fe. Hyundai is delivering lots of new cars to dealers, but most aren't selling well.

Zuchowski was vocal about his own pressures during his tenure, seemingly trying to send a message to his bosses in South Korea, and he publicly stated the risks of Hyundai's overproduction of sedans and a product mix that was too heavily reliant on sedans.

In an interview in April, Zuchowski pointed out that Hyundai relies on fleets, subsidies and unreasonable discounts to boost sales.

Andrew DiFeo, chairman of Hyundai's national dealership committee, once said dealers believe Hyundai's reliance on fleet sales is "unhealthy" and will affect the brand value of the car in both the short and long term.

Until the new CEO takes office, the company's general counsel and executive vice president Jerry Flannery will serve as acting CEO, and Hyundai said it will immediately look for a candidate.

The next major update to Hyundai's SUV and crossover lineup won't come until 2018, when the Santa Fe Sport gets a facelift, the Tucson gets a mid-life refresh, and a new Accent-based small crossover is on the way.

It won't be until around 2020 when the Santa Fe will be renamed and repositioned as an eight-passenger crossover to challenge the Ford Explorer and Honda Pilot.

The next Hyundai CEO, whose term of office normally does not exceed three years, will undoubtedly face a severe test.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.