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How Hyundai lost momentum, and will 'take a few years' to recover

SEOUL/DETROIT/CHONGQING, China — At a near-empty Hyundai Motor showroom in the Chinese mega city of Chongqing, the store manager is grumbling about his shortage of customers and a lack of bigger, cheaper SUV models popular in the world's largest auto market. Even with discounting of as much as 25 percent, his dealership was selling barely a hundred vehicles a month, said the manager surnamed Li. A nearby Nissan dealership was selling about 400 vehicles a month, a store manager there said. "The sales are simply poor," Li told Reuters. "Look at the Nissan store next door, they have tens of customers while we just have two." An hour's drive away is Hyundai's massive $1 billion manufacturing plant, which opened last year with a target to produce 300,000 vehicles per year. But with sales weak and the Chinese auto market slowing sharply, the factory is running at roughly 30 percent of capacity, two people with knowledge of the matter said. The sources asked not to be identified because the information was not public. Hyundai, the world's fifth largest automaker, declined to comment on the Chongqing plant's production or the showroom's sales but said it is "closely cooperating" with local partner BAIC to turn around the China business. BAIC did not respond to requests for comment. Hyundai's woes mark a major reversal for the automaker which was an early success story in China as it quickly and cheaply rolled out popular new models into a surging market. In 2009, Hyundai and partner Kia's combined sales ranked third in China after General Motors and Volkswagen. The South Korean duo now ranks ninth, and its market share in China was 4 percent last year, from more than10 percent at the beginning of this decade. Executives and industry experts say Hyundai conceded its once stronghold in the low-end segment to fast-growing Chinese rivals such as Geely and BYD. Foreign rivals not only defended their turf in premium segments but also kept pricing competitive for mass-market models, squeezing Hyundai's positioning as an affordable foreign brand, they said. In the United States, the world's second-biggest auto market, Hyundai's market share fell to 4 percent last year, near a decade low. Hyundai ran into problems in China and the United States for similar reasons: It missed shifts in consumer tastes, especially the surge in demand for SUVs, and it sought higher prices than its brand image could command, four Chinese dealers and half a dozen former and current U.S.

A 247-hp Hyundai Kona N crossover could be a thing

Hyundai's N Performance sub-brand has its sights on the Kona, the automaker's brand-new compact crossover, for its possible next makeover. If it meets with the approval of Hyundai brass, it'll reportedly do 247 horsepower courtesy of the 2.0-liter turbo engine borrowed from the i30 N. Hyundai's N performance boss Albert Biermann tells Auto Express he has instructed his engineers to develop a test mule version of the Kona to consider for production by the end of the decade. "I've told them to build the car and we'll see what happens with it getting approved. It has to be the i30 N powertrain, really," Biermann told the British website, adding that engineers could give the Kona different suspension and steering specs. The i30 N is Hyundai's not-for-America performance fastback and the N division's first offering. It's based off the i30, an overseas version of the Elantra GT, offered in three body styles — hatchback, wagon and "fastback" sedan — and fitted with a six-speed manual transmission. It has two engine options: the aforementioned 2.0-liter four-cylinder and a version generating 271 horsepower that will power the Veloster N, which will come stateside. By contrast, the Kona has two engine possibilities: a 2.0-liter four-cylinder that makes 147 hp and 132 pound-feet of torque, or a 1.6-liter turbocharged engine that does 175 hp and 195 lb-ft of torque. So the N upgrade would represent a significant boost in power over either of those engines. What other features could a Kona N offer? It could go the N route with a large grille, red-trimmed undercarriage, specialty badging and interior trim and suspension upgrades. Auto Express says upgrades could include a rear diffuser, small roof spoiler and exposed rear tailpipes. Hyundai has sold 5,874 units of the Kona through April since going on sale in February. It also plans an all-electric version for 2019 that will only be offered in the longest-range version in America, which is estimated to go 250 miles on the U.S. test cycle. That version will also be offered in Europe where the estimate is 292 miles of driving range. An entry-level Kona Electric will also be available in Europe with and estimated 186 miles of range. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Hyundai Genesis to get twin-turbo V6 in 2017 or 2018

Hyundai is looking to turbocharged power as ways to downsize its engines for better emissions and fuel economy while maintaining power. Among the new mills slated to launch is a twin-turbo V6 that's likely going into the Genesis in a few years. "You're going to see smaller displacement, more use of turbocharging. A lot of it is weight-related, all of it is CAFE-related," Hyundai Motor America CEO David Zuchowski said to Automotive News about the company's powertrain future. The Korean brand is hardly alone in this move towards downsizing, though, and practically every major automaker is moving in this direction, even Honda with the next Civic. According to Zuchowski, the twin-turbo V6 will make its way into the Genesis sedan in 2017 or 2018. The company is aiming for power to be on par from the luxury model's current 420-horsepower, 5.0-liter V8. The new engine should weigh less, though. The shift towards turbos is planned for the entire model lineup, not just Hyundai's higher-end vehicles. For example, the recently announced US-spec version of the 2016 Tucson now offers a boosted 1.6-liter four-cylinder with 175 hp and 195 pound-feet of torque. Several years ago, there were rumors about a possible turbocharged V6 for a future Genesis Coupe.