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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.

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.

2019 Hyundai Veloster Turbo First Drive Review | Can't spell funky without fun

The 2019 Hyundai Veloster is a revitalized version of a type of car many mainstream automakers are slowly giving up on entirely: the affordable sports car. Rivals like the Honda Civic Si and Volkswagen GTI spring to mind, but, generally speaking, car companies crank out more and more SUVs and crossovers while this once thriving segment dwindles in numbers. That's too bad, because it takes only a few minutes behind the wheel to realize the crossover and SUV crowd are missing out on a lot of driving fun. Styling is subjective, though we'd say Hyundai's design team did an excellent job transferring the Veloster's unique three-door design into a revitalized new shape. The 2019 Veloster is 0.8-inches longer and 0.4-inches wider than before, though the most noticeable changes include the large cascading front grille, along with a cleaner and more aggressive look at the rear. The new version looks like a cross between a sport coupe and, say, a high-end sneaker. It stands out, and that's a good thing in a world ruled by crossovers. Once again, the two doors on the passenger side add a degree of practicality compared to a traditional coupe, eliminating the need to climb over a folded front seat to gain access to the rear seats. The hidden door handle helps the third door blend neatly into the bodywork. Hyundai says rear headroom has increased by 0.6 inches, though it gets snug back there for anyone close to 6 feet in height. Skip the optional sunroof, since it takes up a few precious millimeters that could be better used for the craniums of rear occupants. Cargo space measures in at 19.9 cubic feet with the folding 60/40-split rear seatback in place. Like the exterior, the cabin gets a thorough redo for the 2019 model year. The overall control layout is logical and getting accustomed to the touchscreen infotainment is quick and painless. Apple CarPlay and Android Auto compatibility are standard, a major plus point for tech-savvy car buyers in this segment. Some cabin plastics are hard and look cheap, especially the panels on the upper half of the doors, exactly where you'd rest an arm with the windows down during a sunny summer drive. But it's the dynamic bits that make the biggest contribution. Rather than removing sport-tuned (i.e. more expensive parts) from the car to keep the price low, the Veloster receives mechanical upgrades that help sharpen the handling and provide a more connected feel to the road.