Hyundai considering ‘pay-for-play’ drift mode

Hyundai will consider charging for some over-the-air (OTA) performance attributes such as drift mode for its future battery-electric vehicles, but it remains unconvinced about providing an option to buy more kiloWatts.

The Korean auto giant’s ability to deliver OTA updates and user-pays features on demand has been enhanced by a new generation infotainment operating system that debuts with the new second-generation (SX2) Hyundai Kona compact SUV launching locally this week.

Dubbed the Connected Car Navigation Cockpit (or ccNC), it will be progressively rolled into new and updated Hyundai models as they launch.

Fellow Hyundai Motor Group brand Kia will also introduce ccNC with its new Kia EV9 seven-seat electric SUV, followed by an update to the Sorento large SUV.

The Hyundai IONIQ 6 EV was the first Hyundai to launch in Australia with remote OTA upgrade capability, but ccNC significantly enhances it.

Its primary initial use will be to facilitate software updates and rectify faults that would otherwise require a trip to the Hyundai dealer.

It also opens the Bluelink telematics system and app up to all models in the Hyundai range, whereas previously it was limited to those fitted with higher spec infotainment systems with embedded satellite-navigation.

“It’s a new infotainment architecture that facilitates the ability to do OTA,” confirmed Hyundai Australia product and future business chief Andrew Tuitahi.

“IONIQ 6 has previous-generation architecture but it’s capable of some OTA functions – but limited relative to what we can do on Kona, moreso in relation to future stuff.”

That “future stuff” includes features on demand (FOD), in which car companies charge for features to be switched on. For instance, steering wheel heating costs extra in the new BMW iX1.

While Kia has previously stated its enthusiasm for adding power and acceleration capabilities to its EVs using FOD, Tuitahi has not been enthusiastic.

Some EV brands such as Tesla and Polestar already offer extra power and acceleration for a fee.

Speaking at last week’s Kona launch, Tuitahi was more positive about OTA performance upgrades.

“When we look at performance I think there are some legitimate performance things you could offer in the [Bluelink] app as an update feature.

“Something like drift mode… makes sense as something you could unlock for a specific purpose that doesn’t mean you are just unlocking a bit of hardware you have already paid for.

“If you are talking about just unlocking an additional 50kW I am not sure.”

Drift mode will be standard with the high-performance IONIQ 5 N EV, which launches in Australia in early 2024.

But before you start getting excited about adding drift mode to your front-wheel drive Kona 2.0, be aware the technology is aimed at EVs and is a user-pays feature that is at least 18-24 months away.

“We’ve got a lot more research to do,” Tuitahi conceded.

“We conducted a first phase and I think what became really clear is that customers don’t have a full understanding of what features on demand could mean.

“A lot of our other global markets are still looking at what could make sense in terms of features on demand.

“Locally, our concern is having a piece of hardware in the car that is disabled by software and requires somebody to pay for it even though they have already paid for the hardware.”

ccNC also comes at the same time as more expensive Hyundai models fitted with sat-nav head units gain access to wireless Apple CarPlay and Android Auto.

Previously only cheaper models without sat-nav got wireless smartphone connection.

The change seems to signal the end of a long-standing dispute between Hyundai Motor Company (Hyundai, Kia and Genesis) with the smartphone providers about access to data.

Having said all that, the new Kona launches with wired smartphone connectivity in Premium models with embedded sat-nav, but will still require wired connection until an update is available to retrofit.

Older vehicles with the previous-generation cockpit operating system will not be able to update to a wireless smartphone connection.

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