While many were eager to check out the latest version of Hyundai’s original SUV, the Santa Fe, the brand was particularly focused on demonstrating their capability to produce cutting edge hybrid, Electric, and hydrogen powered models.
The Santa Fe, which had grown to a larger 3-row SUV in its latest iteration, is downsized returning to its original segment for 2019. Hyundai claims that they used feedback from owners to improve the latest version by creating larger windows for backseat passengers that also lend to improved rearward visibility for drivers. The designers noted that given how much time families spend in their cars now, the cabin of the car has transformed into an extension of the owners’ living room. Thus, it should provide a similar level of comfort. The changes made to benefit the interior lead to a cleaner looking “stretched profile” exterior design. Gone is the over styled swoopy beltline that does more to make the car feel claustrophobic inside than it does to provide a sporty exterior appearance. Included in the new changes are LED lights that are integrated into bumper. The rear of the car resembles the latest BMW X3.
There are a number of new safety technologies added to the new Santa Fe including Safe Exit Assist which prevents door opening when oncoming traffic is detected. Additionally, Rear Occupant Alert will honk the car horn to alert parents if they leave a child unattended in the backseat. Collision avoidance technologies are now standard as well. Additionally, all weather safety will be provided by the H-Trac All-Wheel Drive system from the Genesis. In terms of other tech, Hyundai’s Blue Drive technology will be used to improve fuel efficiency. On the Infotainment front, Apple CarPlay and Android Auto are now standard. Given the competitive pricing, improved interior, and ability to straddle the lower end of the midsize SUV market in addition to the compact crossover segment, Hyundai should have another hit on its hands.
The Hyundai CEO spoke about the brand’s first and second place finishes of its i30 cars at the world challenge this past weekend. He spoke to Hyundai’s theme of speed and innovation metaphorically discussing how Hyundai has been training for this race within the auto industry to deploy autonomous vehicles, electric vehicles, as well as subscription ownership and E-commerce models.
Following the market demands, Hyundai promised 8 new or reengineered crossovers by 2020 including the Kona subcompact, the Nexo Hydrogen-powered vehicle, and the Santa Fe clean diesel. The popular Tucson has also been refreshed. Hyundai proudly noted that the Tucson has doubled its sales in only 4 years.
One question that’s on all automaker's minds is how EVs should evolve? Hyundai was quick to note that most mainstream drivers, Hyundai’s target audience, do not want to stand out with their EVs. While Luxury owners are excited by the unique styling and technology of Teslas, these are not necessarily the same buyers that will purchase a Hyundai EV. Buyers want the environmental and performance advantages, but do not want to sacrifice other elements to achieve that. For instance, they want space and efficiency, not quirky styling.
Hyundai showed their new Kona EV which they claim is a breakthrough in design and utility for the class. It features a charging port located up front and unlike its closest competitor, the Chevy Bolt, DC fast charging is standard. With a 250 mile driving range, it has the best driving range of any non-luxury SUV. The EPA estimated MPGe is 117. The CEO said that Hyundai is "pretty charged up" about these new EV models and that the emphasis is on creating models that are alternatives to conventional crossovers and are good for early adopters. Hyundai closed by taking a dig at Telsa in saying that they are a company that will reach deadlines in EV production.
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