2021 Hyundai Elantra Sel on 2040-cars

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Hyundai's electric car strategy takes shape under the radar

Green car fans are frothing over the Tesla Model 3. The Chevy Bolt may turn out to be the better car, and it will be available sooner. But don't overlook another electric car that's also due next year: the Hyundai Ioniq. With far less attention, Hyundai is launching an EV that is expected to be competitively priced and will spearhead the Ioniq lineup, which also has hybrid and plug-in hybrid versions. They share the same platform and look similar, but the Ioniq EV could prove to be a game-changer for Hyundai when it arrives at the end of the year, bringing new customers and casting the company as one with proficiency in the electric arena. Built in South Korea, the Ioniq line will be available at every Hyundai dealership that wants to sell the cars, already giving it a leg up on Teslas that often have long waiting periods for buyers. With a range of 124 miles on a single charge, it won't compete with the Model 3, which will travel at least 215 miles on a charge, or the Bolt, which has a range of 238 miles. Rather, it will face off against humbler products like the Nissan Leaf (107 miles) and the Volkswagen E-Golf (83 miles). Hyundai has not announced pricing, but is mindful the Ioniq trails Chevy and Tesla in range. An executive also indicated it could be working on an Ioniq with a longer distance capability, but declined to discuss specifics. Hyundai argues its found a sweet spot with the Ioniq EV, whose range is well within the distance most Americans drive in a day. It can recharge in about four hours and 25 minutes, which is faster than the six-hour charge time for the Leaf but slightly longer than the four-hour E-Golf. In quick charge mode, the Ioniq can juice up to 80 percent in 23 minutes. Critically, Hyundai is also offering a lifetime warranty on all of its hybrid and electric battery packs (it has since 2012), which could sway consumers still wary of the technology. It's a lot of numbers, and Hyundai will need considerable marketing muscle to make buyers consider Ioniqs in the face of a growing field of electrified competitors. But it's part of a broader play to reach an audience of younger consumers, who expect electrification to be baked into their cars. Millennials will account for 40 percent of new car purchases by 2020, and Hyundai says the generation is more likely to consider alternative powertrains than older ones.

This Hyundai commercial may be the weirdest of Super Bowl 50

It happens every year at the Super Bowl. For every headline-making, Twitter-breaking commercial, there's an ad like this one, simply titled "Better," from Hyundai. An ad that's so odd, people will focus not on its message, but the overarching weirdness of the spot. The ad in question follows the life of a man born with an exposed V8 engine where his heart should be (it's actually a little high, but we're nitpicking). Yes, it's as strange as it sounds. According to Hyundai, the man "strives to make the world a better place," but the only time we see anything approaching that is when he opens a jammed umbrella for a woman. For most of the ad, it's hard to tell you're even seeing a car commercial. It's not until the end, where the man is shown working in a Hyundai design studio alongside people with similar anatomical features, that the ad begins to make sense. Perhaps part of our disappointment with Hyundai's latest Super Bowl spot is that the NFL's official automotive sponsor has done so well otherwise. The brand has become a fixture during the big game over the years, and will likely see some success in 2016 with spots featuring both Ryan Reynolds and Kevin Hart. Those successes aside, though, we'll be surprised if there's a great response to this particular Super Bowl 50 commercial from Hyundai.

Hyundai Veloster N TCR gives the hot hatch legit racing credentials

In addition to debuting the Elantra GT N Line, Hyundai used the 2019 North American International Auto Show in Detroit to debut a new race car, the Veloster N TCR. With a 350-horsepower turbo-four, it is eligible to race in the 2019 International Motor Sports Association (IMSA) Michelin Pilot Challenge series and the 2019 Blancpain GT World Challenge. According to Hyundai, the Veloster N TCR was designed by the same Hyundai Motorsport Customer Racing team that created the i30 N TCR and shares about 85 percent of the "core components," including the engine. The Veloster N TCR is powered by a turbocharged 2.0-liter direct-injection four-cylinder that makes 350 horsepower at 7,000 rpm and 332 lb-ft of torque at 3500 rpm. Power is sent to the front wheels using a six-speed sequential gearbox with paddle shifting and an AP Racing cerametallic two-disc clutch. Life Racing handled the ECU, the power management system and the instrumentation. The Veloster N TCR rides on MacPherson struts with adjustable dampers up front and a multi-link rear suspension, also with adjustable dampers. Behind the Hyundai Motorsport 10x18 wheels, two-piston calipers up front and six-piston Brembo calipers in the rear handle braking. The exterior, which features a ferocious widebody aero kit and enormous rear trellis wing, uses steel and composite fiber paneling for the bodywork. With an added steel roll cage and the driver in the car, the Veloster N TCR weighs a claimed 2,833 pounds. Hyundai admits that the move works well for marketing its cars. Previously, the i30 N TCR has been racing in markets where the i30 N road car is not available. In the U.S., the i30's equivalent is the Elantra GT, but Hyundai does not offer an Elantra GT N in America. It does, however, now offer the new Veloster N here. So now fans of the touring car racing series will be able to watch a car that they can walk into the dealership and buy. The IMSA Michelin Pilot Challenge season starts on Jan. 25 at Daytona International Speedway and spans 10 races across North America. Bryan Herta Autosport, the designated Veloster N TCR retailer in the U.S., will race two cars in the upcoming season. Michael Lewis and Mark Wilkins will race one, while 20-year-old Mason Filippi and 18-year-old Harry Gottsacker will drive the other. They will go against the likes of the Honda Civic Type R TCR, the Volkswagen GTI TCR, and the Audi RS3 LMS TCR.