Assurance, Progress, Performance: Hyundai presents brand zones at PMS

- Hyundai is presenting its strategic line-up at the 2018 Paris Motor Show.

By transforming itself into a design-oriented, technology-driven car manufacturer, the company is set to become stylish and smart with an emotional image and a strong commitment to eco-mobility.

The new brand direction for Hyundai in Europe is based on the three core pillars “Assurance,” “Progress” and “Performance”. The line-up at the Paris Motor Show and a new press briefing concept called “Hyundai Faces” underline the company’s development in all three areas: pioneering spirit in eco-mobility with the IONIQ, Kona Electric and NEXO, emotionalisation with the high-performance range including the All-New i30 Fastback N, N Option and N Line, and future design direction showcased with “Le Fil Rouge”. With a new distinctive design language and initiatives like N, motorsport and football sponsorships Hyundai will enhance the emotional side of the brand. The company’s aspiration underscores the future brand attitude: the customer should “feel unlimited”.

The new press briefing concept “Hyundai Faces at Paris Motor Show” gives journalists in exclusive briefing sessions with the company’s top managers first-hand insights into the brand’s direction and strategy in the fields of Assurance, Progress and Performance.

Assurance: Start of a new era to create emotional value

We want to bring ease into people’s lives and liberate them from restraints. So we want to further emotionalise the brand and underline its leadership in innovation with a strong commitment to clean mobility. Assurance and design, performance and progress are our key drivers.

Andreas-Christoph HofmannVice President Marketing and Product at Hyundai Motor Europe HQ

With design the purchasing reason number one for choosing the Hyundai brand, the company has taken the first step on its journey to transform itself into a design-oriented and technology-driven manufacturer. Today, Hyundai is the global number 5, leading the industry in future mobility. The company will have launched 18 eco-cars by 2025.

We have the youngest line-up in Europe, 90 per cent of our models are less than two years old. And we have sold more than 400,000 electrified vehicles globally. Already now we have sold more NEXO Fuel Cells in Europe than the ix35 Fuel Cell in its whole lifecycle.

Andreas-Christoph HofmannVice President Marketing and Product at Hyundai Motor Europe HQ

In line with its strategic direction the company aims to make its customers “feel unlimited” – unlimited in design, unlimited in technology and unlimited in accessibility, with outstanding design, latest safety features and great packages full of ease. At the same time the company is maintaining its key values with reliable, good quality cars.

Design is one of the key drivers for emotionalisation: With a new distinctive design language, the company is seeking for the perfect harmony between emotion and function. “We want to create sustainable design icons with a high recognition value,” Andreas-Christoph Hofmann says. “Like chess pieces, all future Hyundai vehicles will form a harmonious vehicle line-up.” Thus every car has its own distinctive features but is clearly recognisable as a member of a family.

Keeping the design promise: Introducing “Sensuous Sportiness”

Hyundai’s concept car, “Le Fil Rouge,” represents the company’s new design approach. It inherits Hyundai’s past, present and future in a common thread. “Le Fil Rouge” is not only a visionary concept, but a promise for the next generations of Hyundai cars.

At recent motor shows we have presented concept cars like the i-oniq, Intrado or FE concept. These promises have been kept. All prototypes made it into reality as IONIQ, Kona or NEXO. ‘Le Fil Rouge’ is an introduction to our latest approach in design. We are calling it ‘Sensuous Sportiness’. It will be embodied by all future Hyundai vehicles, ranging from sedans to SUVs.

Diana KlosterHead of Hyundai Colour & Trim, Hyundai Motor Company

The goal of “Sensuous Sportiness” is to bring instinctive beauty, create emotional value and desirability to Hyundai vehicles. This new design mission is defined by the harmony between four fundamental elements: proportion, architecture, styling and technology. “Le Fil Rouge” offers proportions based on the golden-ratio: a long wheel base, large wheels and short overhangs. A respectful dash-to-axle – the distance from front wheel centre to base of windshield – provides a comfortable driving position, whilst a higher beltline completes the overall look.

The car’s “Tube Architecture” creates a consistent emotional value inside and outside the vehicle. The front and the rear pillars as well as the roof are seamlessly blended into the overarching silhouette of the car. It gives the impression that the car is drawn with a single line. The interior design individually focusses in the needs of both the driver and passengers. The front passenger seat maximises comfort even on long-distance trips with more leg room, while the driver’s seat is designed to add to the fun on driving with optimised ergonomics.

In terms of styling the car offers a harmonious blend of layered crisp lines and pure volumes. A wide, layered front hood, combined with a further enhanced Cascading Grille, Hyundai’s most distinguishing design feature. The Cascading Grille comes with a three-dimensional treatment, featuring parametric jewels inside, giving the “Fil Rouge” a commanding presence.

The car’s technology is inspired by aircraft ventilation. A two-way air ventilation system blows air over the curved surface of the lightweight “Tube Architecture”. Revitalised wood and high-tech fabrics are used extensively throughout and sculpted into exquisite, sensuous forms. This evokes natural beauty with an emotional touch to add an airy feel to the vehicle. A panoramic floating display coupled with haptic technology sits in front of the driver, providing access to intuitive controls for climate control and other vehicle configurations.

Progress: Future mobility – Hyundai’s path to lead the industry

A pioneer since 1997, the company introduced four different types of eco-cars in 2015. Today Hyundai is the only manufacturer to offer four alternative powertrains in Europe and is highly successful: the company is number two in sales of eco-cars in Europe.

We are providing state-of-the-art technology to suit mobility requirements in all segments. To relieve our customers from range anxiety, our eco-cars offer the best efficiency and flexible driving range. As for FCEVs we are with the ix35 Fuel Cell and NEXO worldwide number one in mass-production and a proven technology leader with a driving range of more than 666 km (WLTP).

Ki-Sang LeeSenior Vice President and Head of Eco-technology Development Center at Hyundai Motor Group

Hyundai’s new generation fuel cell vehicle NEXO is the technological flagship. It provides a driving range of 666 km (WLTP) or 756 km (NEDC conversion), 35 per cent more than its predecessor. In addition, the car’s fuel cell efficiency has increased to 60 per cent. The NEXO is one of the latest results of the innovative spirit that Hyundai puts into eco-car development.

Hyundai has a long experience in developing electrified vehicles. The company’s ambitious EV strategy focusses on the development of electrified vehicles with a long range, efficient driving and fun-to-drive dynamics. The first European model, the IONIQ Electric, was launched in 2016 with an urban range of around 300 km. The car is the most fuel-efficient vehicle in the USA with 136 MPGe (certificated by EPA). This year the Kona Electric, the first fully-electric subcompact SUV, with a long range of 482 km (WLTP), was launched. In Norway the car started with initial reservations of 7,000 units.

Hyundai is continuing its efforts to develop a high-performance, long-range model with a dedicated EV platform and flexible battery capacity. To make this happen Hyundai is developing the next-generation battery for high-performance long-range EVs with a driving range of up to 700 km.

In the field of hybridisation, Hyundai will also offer hybrid and plug-in hybrid systems to 4x4 SUVs and sedans. The IONIQ is today the most fuel-efficient vehicle with a DCT-TMED system. Now with the Tucson, Hyundai is one of the first manufacturers to introduce the mild hybrid system in the mass market. The development of HEV and PHEV systems for front engines and rear-wheel drive cars is also on the agenda.

By 2025 the company will launch a total of 18 new eco-cars, setting a record for the entire industry: Hybrid vehicles as well as plug-in hybrids, purely electric cars and a new fuel cell vehicle.

Hyundai does not only offer eco-passenger cars. Fuel cell technology is also a good choice for heavy duty trucks. Hyundai recently announced to supply 1,000 fuel cell trucks to Switzerland.

This builds the basis for the world’s first fully commercially used fuel cell electric truck fleet. If this project is successful, Hyundai will evaluate business cases with products, services and commercially viable business tailored to the European country’s conditions.

Mark FreymüllerHead of Commercial Vehicle New Business Projects at Hyundai Motor Company

The fuel cell truck stores 32.86 kg of hydrogen in 8 tanks at a pressure of 350 bar. This pressure level allows a faster filling time and lowers the cost of the fuelling stations as there is no cooling needed compared to a 700 bar system. The truck’s electric drive system consists of a 350 kW electric motor that is coupled to an automatic transmission to ensure high grade ability even in challenging environments like the Swiss Alps. Compared to electric trucks a fuel cell electric truck has hardly any downtime due to refilling in a few minutes and it offers a high driving range on a single charge.

Performance: N and Motorsport

Hyundai introduced N with the RM 14 concept in 2014 and started in the same year its Motorsport engagement with the WRC participation. Only four years later, in 2018, the company has three road models available: the i30 N five-door hatchback, the Veloster N and now the i30 Fastback N that is celebrating its world premiere at the Paris Motor Show. The N cars are united by three core pillars: “everyday sports car,” “corner rascal” and “racetrack capability”.

With N we not only build cars, we create feelings. Hyundai’s high-performance models are made to deliver exhilarating driving pleasure and that special ‘fun-to-drive’ feeling. The i30 N was very successful right from the start of sales making it an important sales driver for the whole i30 range. In the first half of 2018 over 3,000 cars were sold in Europe.

Thomas SchemeraExecutive Vice President High Performance Vehicles & Motorsport Division at Hyundai Motor Group

Following the success of the i30 five-door hatchback, Hyundai is now launching its second high-performance model in Europe, the i30 Fastback N. It is unique in its class as the first five-door hot coupe in the C-segment, combining sophisticated and elegant design with the proven N fun-to-drive factor. Furthermore, Hyundai aims to make N available to more customers. The N Line trim is designed for exactly those who want to spice up their i30.

And there is more to come from N: Hyundai will extend its N portfolio with N Option. The i30 N “N Option” gives a glimpse of Hyundai’s future activities under N, showcasing 25 different high-quality exterior and interior individualisation options.

One reason for the success of the N models derives from Motorsport:

Motorsport is the pinnacle of N. Our Motorsport engagement allows us to enhance and to transfer our technical expertise to road cars. We started with WRC since it is the closest to customers, pure emotions. With our participation we are able to strengthen our customer relations and add emotion to the brand. This year, we have been particularly successful and we firmly believe we will win the manufacturers’ and drivers’ championships.

Thomas SchemeraExecutive Vice President High Performance Vehicles & Motorsport Division at Hyundai Motor Group

Hyundai participates also very successfully in TCR and WTCR.