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2014 Hyundai Tucson gets DI engines, styling tweaks, priced from $21,450*

Despite being overhauled for the 2010 model year, not much attention has been paid to the Hyundai Tucson crossover in recent times. But when its overseas twin, the ix35, received modest updates at this year's Geneva Motor Show, we knew it'd only be a matter of time before the US-spec model was blessed with similar tweaks. So, without further ado, meet the ever-so-slightly enhanced 2014 Tucson.
The most significant mid-cycle change is found under the Tucson's hood, where two new direct-injected four-cylinder powerplants are found. On the base end, there's a brand new 2.0-liter "Nu" inline-four, good for 164 horsepower and 151 pound-feet of torque. These numbers represent a loss of one measly horsepower, but five more foot-pounds of torque. Nothing significant here, and fuel economy is only slightly better - 23/29 miles per gallon city/highway versus the 22/29 rating of the 2013 model. Uplevel Tucson models use a revamped 2.4-liter engine, also featuring direct injection, which produces 182 hp and 177 lb-ft of torque - gains of six hp and nine lb-ft, respectively. That said, fuel economy for the front-wheel-drive, automatic transmission model has actually suffered some - 2013's rating of 21/30/25 mpg (city/highway/combined) has fallen slightly to 21/28/24. Both front- and all-wheel drive are available on all trim levels.
As far as visual enhancements go, the 2014 Tucson now uses projector-beam halogen headlamps up front and LED taillamps out back, and redesigned 17- and 18-inch alloy wheels are fitted, depending on trim level. Inside, two new cabin colors are available - beige and brown - the navigation system has been enhanced with a choice of two touchscreen interfaces, and there are now two-stage reclining rear seats.

VW planning to push Hyundai for World Cup eyeballs

Adidas was an official sponsor of the 2010 World Cup in South Africa, but the German sportswear company got drowned out of early advertising buzz by Nike, which wasn't a World Cup sponsor. The American company's Write the Future ad put it at the top of Nielsen's study of online buzz, ahead of Adidas. The same thing happened to official World Cup sponsor Budweiser when it got drummed out of the top ten in Nielsen's buzz ratings, while Danish brewer Carlsberg - not a Cup sponsor - ranked sixth.
Volkswagen hopes to score the same goal on Hyundai during this year's World Cup in Brazil. Hyundai and Kia have been official sponsors of the global soccer federation FIFA since 2002 and are official sponsors of the World Cup through 2022. VW has "a major ad buy" planned to run on ABC, ESPN and Univision as well as digital and social media channels during the competition, which begins June 12, to promote the GTI. VW of America's VP of marketing said the Cup's attraction to young males and Hispanics makes it the perfect place to promote the hot hatch.
The sparring between Hyundai and VW has already begun. Volkswagen's Gol compact, named for the Portuguese word for a soccer goal, has been the best selling car in Brazil for 27 years, and the German company sponsors the national soccer team. When Hyundai Brazil began a promotional campaign promising to extend its five-year warranty for six if the Brazilians won a sixth world cup, Volkswagen of Brazil complained to the soccer federation, which asked Hyundai to pull the campaign. As of this writing, that hasn't happened, so we expect it'll be boots on, gloves off, on and off the pitch this summer.

Hyundai/Kia's Prius rival to arrive by 2017

The Toyota Prius is the undisputed king of the hybrid market, but Hyundai and Kia are hoping to challenge its reign in the coming years with their own dedicated model. However, in all likelihood this is the same technology being shared between them. "We will take the lead in the future by raising the competitiveness of our environment-friendly cars like hybrid-only cars, plug-in hybrid cars and fuel cell hydrogen cars," Hyundai Motor CEO Kim Choong-ho said to Reuters, during the launch of another vehicle in South Korea.
While Kim didn't say when the model would be ready, Autocar in Europe spoke to people at Kia, who said that the company's own hybrid was two years away and codenamed the DE. The initial vehicle is reportedly a five-door hatchback that's about 169-inches long, with more conventional styling than the Prius. Its powertrain is reportedly based around a 1.6-liter engine with electric assist. A plug-in version might follow later, and other bodystyles on the platform are possible. A recently spotted test mule might show the current state of development on the project (pictured above).
According to Reuters, the decision for the new vehicle comes in order to meet tighter emissions in some markets. However, it seems like a challenging move for the US market. Hyundai already sells its Tucson fuel cell in limited quantities and the Sonata hybrid, and Kia has the Optima hybrid and Soul EV. Industry analysts are also predicting that hybrids might have a hard time versus internal combustion engines in the coming years. In addition, Toyota is rumored to get fuel economy close to 60 miles per gallon for some versions of the next Prius. All of these factors make selling the models here a potentially difficult undertaking.