The second of two marketing articles written for Hyundai Motors. Published in the Manila Bulletin, 13 July 2007.
If your notion of Hyundai cars are excellent value for money, you're absolutely correct. If you think they're unremarkable econoboxes, think again.
They've been faking it all along, making best-selling value-priced automobiles while quietly investing billions of dollars in advanced research developing a complete range of remarkable, outstanding, environmentally friendly and technologically superior motor vehicles.
Hyundai Motors is the world's sixth largest automaker with ambitions of leading the industry in green technology. The Hyundai Motor plant in Ulsan, South Korea is the largest integrated motor vehicle complex in the world. For 2007, Hyundai Motors leads in more vehicle segments in Strategic Vision's Total Quality Index, with the Azera, Entourage and Santa Fe earning top marks.
All these are the results of a strategy, began in 1998, to establish Hyundai Motors as a leading global brand. They acquired the then-ailing Kia Motors brand, returning it to profitability by 2005 with remarkable new models built with Hyundai technology.
They used to buy diesel engines from Mitsubishi, but after improving on the technology, today, Mitsubishi buys diesel engines from them. That's why, unlike other vendors, Hyundai ofers diesel engine options on most of its locally available vehicles.
In 2004, Hyundai Motors tied Honda in JD Power's initial brand quality survey of new cars. In the 2006 JD Power ranking, the Hyundai brand ranked 3rd overall, just behind Porsche and Lexus, and beating long time rival Toyota.
Hyundai Asia Resources, Inc. (HARI) is Hyundai's authorized dealer in the Philippines. Starting with the venerable and best-selling Starex, HARI now offers a wide range of award-winning Hyundai vehicles for every vehicular need.
The Getz is Hyundai's compact runabout car, with prices starting below five hundred thousand pesos. Available in fuel efficient 1.1 and 1.3 liter gasoline engines, and a Common Rail Diesel Injection variant, the Getz is a favorite among young people and corporate fleet buyers.
The Getz has won Awards for Best Small car in Australia (2003, 2005) and Scotland (2003). In 2003, it won Best Budget Car in the UK “What Car?” Magazine's round-up,and in the UK motoring program “5th Gear.” It was the best selling car in Denmark in 2003 and it's been voted the “Car of the Year” award in Portugal (2004).
The Elantra/Avante is for the junior executive with a flair for fresh, dynamic styling. According to Cars.com: "Hyundai gives the Elantra more standard features than its competitors get, prices it lower and throws in the market's most generous warranty to boot. Trim levels include the GLS, sporty SE and premium Limited."
The Tuscani is Hyundai's sports coupe, with a stylish, sporty design prominent in its chiseled nose, wedge-shaped profile, sculptured sides and a sports-tuned dual muffler. Buyers have a choice of an economical 2.0 liter 4-cylinder engine and a high performance 2.7 liter V6.
The Sonata is Hyundai's high-performance mid-range executive car, featuring the powerful 3.3 liter V6 engine of Hyundai, that promises to launch the car from zero to 100 km/h in less than 6.6 seconds. In the 2006 Canadian Car of the Year Awards, it was awarded best new family car under C$35,000.
The flagship Grandeur/Azera is the most luxurious sedan. Ideal for the accomplished executive, featuring leather seats, all-power features, a wood-panelled dashboard, and optional 17” wheels. Car and Driver notes the Grandeur/Azera has slightly more rear legroom than a popular mid-range German luxury sedan.
The Grandeur/Azera uses the same powerful V6 found in the Sonata. The power is sent to the front wheels through a five-speed automatic transmission with "Shiftronic" manual gear selection.
The Azera was named “Best New Family Car (OVER C$35,000)” in the 2006 Canadian Car of the Year Awards, matching the recognition won by the Sonata in the below C$35,000 category, and achieving for Hyundai the rare honor of besting adjacent categories.
HARI carries Hyundai Motors' complete range of SUVs: From the competitively priced Tucson to the Grand Luxe VeraCruz, easily, and justifiably mistaken for ultra-luxury German SUVs.
Don't turn Japanese until you've checked out the best-selling Hyundai Tucson (Too-son) and save over a hundred grand compared with Japanese SUVs.
When it was first introduced in the US, demand was so great that Hyundai's plants were running at full capacity just to meet demand. The Tucson won Canadian Car of the Year Best New Crossover award in 2005, and offers outstanding value in its category.
Save a fortune and enjoy a full range of luxury features standard in the mid-size Santa Fe. Unlike the converted pick-up trucks in its class, the Santa Fe is a true crossover featuring a monocoque integrated chassis and a luxury car like ride.
For ultimate luxury in large SUVs, Hyundai offers the high-end VeraCruz, an elegantly sculpted exercise in power and style. In design and creature comforts, the Veracruz is an undisputed winner with spacious interiors, leather seats, all power features, and seats for seven.
Safety features--electronic stability control, side and head air bags, front-seat active head restraints, rear-seat head restraints, and antilock brakes--are standard.
And if that full range of vehicles—the Getz runabout, the Elantra/Avante, Sonata, Grandeur/Azera sedans, and the Tucson, Santa Fe, and Vera Cruz SUVs—is not enough, Hyundai has a few more surprises in store for 2008 with a remake of the venerable Starex, and the revolutionary i30, which is already making waves in Korea and Europe.
