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Why leasecos are critical as Hyundai aims to be no 1 Asian brand in Europe with launch of Kona

New Hyundai Kona reveal
New Hyundai Kona: European reveal in Milan

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16 June 2017

THERE was no mincing of words from Thomas Schmid at the European reveal of the new Hyundai Kona B-SUV.

“We want to be number 1 Asian brand in Europe by 2021,” said the chief operating officer at Hyundai Motor Europe.

To make that happen, Hyundai will launch 30 new models or derivatives up to 2021, starting with the new Kona SUV, which expands Hyundai’s line up of SUVs to three: Kona, Tuscson, and Santa Fe.

Tony Whitehorn Hyundai
Whitehorn

And Hyundai boss in the UK Tony Whitehorn sees no reason why this ambition should not be achieved. In Germany it is already the top Asian brand.

“In total numbers we will do 95,000 in 2017 in the uK, that’s up from 92,500 in 2016. Depending on market conditions, we are looking at a three figure sales total for 2018,” said the ceo of Hyundai Motor UK.

While Whitehorn points out that it’s unlikely Hyundai in the UK will be number one Asian brand thanks to the indigenous manufacturing capabilities of Nissan, Kona in a full year will help lift volume: around 13-15k vehicles in a full year, and these will be primarily petrol models.

“We have a growing relationship with the leasecos as we become more relevant,” continued Whitehorn. “And we want to embrace that relationship. To reach a three figure sales total we need to be operating in all channels.

“Leasecos will love the Kona. Fundamentally it’s a retail product so we expect lots of PCH interest but some BCH interest too. We’re confident that Kona will enter the market with strong RVs.

“I appreciate we’ve been a bit quiet recently with the launch of just two models in the past two years – Tucson and IONIQ – over the next three years you will see a bow wave of new product coming through.”

Whitehorn also points out that the introduction of the ‘N’ sporting sub-brand later this year will also enhance Hyundai’s visibility and add to the brand appeal. “N will bring emotion to the brand, which has been missing until now to be honest.”

Schreyer and journalists
Schreyer (centre) in black takes questions at Kona’s launch

The product bow wave starts with Kona

The new Kona B-SUV will launch in November with the choice of two petrol engines, two- and four-wheel drive options, while a new generation 1.6 diesel with lower emissions and improved economy comes in the spring; it will be the first time the engine is seen in the Hyundai range. There will also be an EV version of the Kona, too.

Later this year will see the launch of the ‘N’ performance sub-brand, the introduction of the PHEV IONIQ, the i30 Tourer model (with just a £500 step up from the hatch – previously £1500) and the i30 Fastback early next year.

That’s the immediate future; back to the new Kona.

It’s an aggressive-looking and complex car with plenty of SUV cues such as the plastic cladding and contrasting colour roof. Peter Schreyer, Hyundai’s design chief, said:

“I’m really pleased with the overall design; it continues from the front all the way to the rear in a really well-thought through design.

“Kona is like a strong espresso – the car has the same effect on me.”

Kevin Kang, manager in charge of interior design of Kona

For more on the design, we spoke to Kevin, who managed the design along with Daniel Kim, who was senior designer for the exterior.

Kevin Kang, Hyundai by Ralph Morton
Kang

“The brief was great – it was a case of do what you want. The final design is calmed down from where we started. The interior is more comfortable and less intrusive,” explains Kevin.

There was a global competition from the Hyundai design teams based in Germany, America and Korea. It was the US team that got Schreyer’s vote.

“We won the design competition. It was like a sports team – you go all out to win, to design the best looking car. It was then presented to Peter Schreyer who looked over it and decided on the eventual design winner. I think the overall result shows a progressive and challenging design.”

Regina Kaiser – HMI engineer on Kona’s new head up display

Regina Kaiser, Hyundai by Ralph Morton
Kaiser

The new Hyundai Kona features a combiner head-up display projecting relevant driving information directly into the driver’s line of sight – a first for Hyundai in this sector.

Connectivity is another key Kona feature. Display Audio, another Hyundai first, allows passengers to use Apple CarPlay and Android Auto on the seven-inch screen while a new high-end sound system by Krell, featuring eight speakers and an amplifier, delivers concert hall sound quality to all occupants.

Regina Kaiser, a human machine interface engineer, was responsible for these features.

“The new HUD display with multipoint info sits directly in your line of vision and is new for Hyundai in the B sector. It means the driver has a variety of information displayed in front of them. As a feature it’s very important for us.”

Hyundai Kona interior with HUD
All-New Kona’s interior with sector first HUD

But while there is touch screen connectivity, Regina says that this is mixed with ‘hard keys’ as some people still prefer the tactile interaction of hard keys.

“My job is about the emotional experience you have with the car.”

Kona timeline

November 2017

  • 1.0-litre T-GDI petrol with a 6-speed manual transmission and 120 PS with CO2 of 119 g/km and two-wheel drive
  • high-power 1.6-litre T-GDI petrol with 177 PS and Hyundai’s self-developed 7-speed dual-clutch transmission (7DCT) auto with four-wheel drive and CO2 of 169 g/km

Spring 2018

  • New diesel engine will be available with two power outputs: 115PS and 136PS and lower emissions. This is debut of new generation diesel.

Summer 2018

  • Zero emission Kona EV introduced
New Hyundai Kona front by Ralph Morton
New Hyundai Kona – B-SUV on sale at sub-£16k this November

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