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2019 Hyundai Kona Electric First Drive Review | No compromises

The results of last week's United Nations climate study reveal that Earth's climate situation is much more dire than previously thought. Unless we do something drastic to stop pumping carbon emissions into our atmosphere, we'll do irreversible damage by 2030. It seems almost prophetic, then, that Hyundai is launching two vehicles — the hydrogen-powered Nexo FCV and an all-electric variant of the recently launched Kona crossover. The more compelling of the two is the Hyundai Kona Electric. It joins other purely battery-powered machines such as the Nissan Leaf, the Chevy Bolt and the Tesla Model 3, but the Korean automaker one-ups the competition by arriving in the form of a crossover. Americans can't get enough of them, and no other pure electric on the market offers it unless you're talking about the $83,000 Tesla Model X. The Kona EV's next closest competitor is the boxy electric Soul, and in case you didn't know, Kia's affiliate company is none other than Hyundai. In truth, the crossover moniker isn't entirely accurate. Like its internal-combustion-engined counterpart, the Kona EV doesn't really sit above regular car height. Rather than call it a compact crossover, it'd be more appropriate to label it a hatchback with some rugged-looking body cladding. The Kona Electric does, however, top nearly all of its EV rivals for cargo space, with 19.2 cubic feet. Only the Leaf tops it at 23.6 cubic feet, but the Kona's footprint is almost a foot shorter than the Nissan's. Visually, the Kona Electric is distinguished from its petrol-powered sibling by a grille-less face, replaced by an LCD readout grid pattern with the charging port neatly hidden beneath a panel on the left side. A new light bar spans the prow, connecting the upper driving lights in a digital wave pattern repeated in the lower front, side and rear skirts. It's meant to evoke the pathways in a circuit board, according to senior chief designer Chris Chapman. Inside, more differences serve to remind you that you're sitting not just at the helm of a crossover, but a shuttle to the future. An array of PRND buttons and an electronic parking brake await your instructions. Neither seemed necessary nor an improvement over the Kona classic's tried-and-true gear selector and handbrake, but there they were. The e-e-brake perhaps does permit the double-decker center console, though, the lower level meant for gadget recharging, whether via USB or Qi wireless.

Strange, unfunny Hyundai N Performance commercials badly miss the mark

Take a minute and watch the video above. After, you might have questions. I will try to help you with these. But first, here are some questions for you: No matter whether you thought the ad was good or not, does it get you excited about the N Performance subbrand? Do you want to find out more about it? I suspect the answer is "no" for most of you reading. Unfortunately, reading what Hyundai and the ad agency said about these ads isn't going to help much. Intended to skewer traditional luxury advertising tropes, the agency says, these ads are a "tongue-(stuck firmly)-in-cheek poke at automotive and luxury brands taking themselves too seriously." R/GA is the ad agency behind these ads, and its chief creative officer, James Temple, told AdAge, "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of 'N' that they make cars that are fun to drive and which aren't like anything else out there." OK. So, poke fun at luxury and automotive advertising that takes itself too seriously. And to be fair, this sort of thing has been done before to great success and general acclaim. Remember Volkswagen's "Unpimp The Auto" campaign? It cleverly took aim at a then-trendy aspect of the tuner culture and literally crushed it with a new GTI. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The message was clear: Your over-tuned Ford Focus is both gaudy and inferior. Step up to a GTI, which by the logic of the ad, you don't need to throw tuner parts at to have fun. It built excitement for the hot hatch while earning some automotive credibility by throwing shade at MTV's over-the-top " Pimp My Ride," at that point rapidly losing its halo of tuner coolness. "Pimp My Ride" was a big, easy target to mock. And the relationship to automotive performance (or lack thereof (most were plays on the "Yo dawg I heard you like ..." theme, anyways) made the analogy work. Where the Hyundai ads step off is the target for ridicule. R/GA claims it's roasting automotive brands, and they can say that all they want — I don't see it. I see a childlike understanding of how to dismantle the tropes of a classic Calvin Klein ad — monotone, lots of black, shirtless models, personal beauty products — over which the lightest veneer of automotive reference is applied. So the perfume smells like burning tires. That's still a humorous ad about perfume.

Hyundai previews the subcompact Kona crossover's funky fresh face

It seems as though the already crowded subcompact crossover segment will welcome yet another competitor. Hyundai says it will launch its new Kona this summer, and it just released a teaser showing its front fascia. We'd previously seen spy photos of the car, but this is our clearest look at the nose yet. From the looks of it, it will be going down the funky styling route of the Toyota C-HR and Nissan Juke. The first styling cue you'll notice is the split headlight arrangement that we've seen before on the Jeep Cherokee and Nissan Juke. The top lamps are just LED running lights, and the lower units, also LED on the Kona, provide the actual forward illumination at night. Together, they create a scowling aggressive look. Between the lower lamps is a low and wide version of Hyundai's corporate "cascading" grille. It does have a unique twist, though, in the upper slot that looks rather like a scoop. It also helps create a dual-plane look to the front of the vehicle. Hyundai hasn't released many details about the Kona aside from a release date and a size. It actually hasn't even announced the markets in which the Kona will be available. However, it's likely it will come to the US, since the subcompact crossover arena has been booming here. The only other information Hyundai has revealed about the Kona is that it will have good visibility and "agile driving dynamics." That sounds good to us, but we can't verify either until we get our hands on one. At least it won't be a long wait. Related Video: