Hyundai: record on the cards but 90,000 not possible

Hyundai looks set to post record local sales in 2011 – a total figure north of 85,000 units. In the process it could beat Mazda to the title as largest full-line importer. Indeed, some pundits suggest the two brands could even finish ahead of Ford.

But the lure of a number four, or even number three, spot in the local sales chart is not distracting the company. Or so says Hyundai Motor Company Australia (HMCA) Director of Marketing, Oliver Mann

"We think we’ll be somewhere north of 85 [thousand], yeah" Mann told motoring.com.au at last week's local launch of the i40 Tourer.

"[But] No I don’t believe we will be [able to reach 90,000] honestly. We’ve not got the vehicle supply to do 90 [thousand]," he said.

"Out of policy we don’t talk about what Mazda are [sic] up to. Our objective is not to smash Mazda... or overtake Mazda. Our objective is always to build sustainable business... And do it on the basis of the quality of our product and the perception of our brand."

Mann says the Korean brand has good supplies of all of its key models but cautions that it has been careful not to overfill its inventory lines.

"All models are in free supply but there are certainly a fair number of models where we run quite lean on stock...

"The more stock you have the more your capability to retail market... and that tends to, you know, dial up the incentive market and support side of things. We haven’t had that opportunity so we’re not... sprinting for an imaginary 90,000 line.

"It’s simply not possible for us to get there."

The passing of Hyundai's Getz light car has left a circa-900-unit plus per month 'hole' in the marque's local sales potential. Its two current Light Car segment offerings, i20 and Accent, are considerably more expensive than the cut-price Getz. Together they are accounting for around 700 units per month. The Getz regular sold 1500-1800.

But Mann says the brand will replace the sales with a wider product offering. He cites Accent, i40, the upcoming Veloster sports hatch (pictured) and Elantra small car as the products that will grow to fill the volume void.

"Very simply we see those four models... more than overlap it; more than compensating for the [volume] loss of Getz... We actually sold more cars in September this year than we did September last year when we had Getz in full flow.

Mann says there will be no replacement for the Getz in the short term. He again ruled out i10 as a possible competitor for cars like Suzuki's Alto, Holden's spark and the potential arrival of Kia's sub-light car, the Piccanto. 

"We’ve probably said before, [but] it’s not our intention to go wading back in at a Getz price point."

"Our strategy for the time being is based on five-star [ANCAP] cars with a full suite of safety equipment and that for us means a $15,000 i20 entry point. i10 won’t be coming to Australia in its current incarnation. We’ve looked at the business case which wouldn’t work for us, and by the by it’s a four star ANCAP car."

Mann says Hyundai's growth in the foreseeable future will be less frenetic.

"I guess we think we’ve got enough volume opportunity to grow in the segments where we currently are... to maintain you know…some momentum.

"I don't think you’re going to see the sort of meteoric rise in volume but we’re looking at consolidating our market share."

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