1
NEWS
Hyundai to go it alone with iLoad
No pick-up in Hyundai's commercial vehicle future says local spokesmanHyundai is further removed than ever from introducing a pick-up to global markets, according to the importer's Director of Marketing, Oliver Mann.
Speaking with motoring.com.au during the launch of the new Santa Fe, the Hyundai spokesman was unequivocal about the prospects of another commercial vehicle – a pick-up specifically – to augment the iLoad/iMax range in Australia.
"Hyundai is always looking at market segments we're not represented in," said Mr Mann. "Currently the company's running at pretty much full capacity – and to introduce a brand new vehicle like a pick-up would actually mean finding a plant to build it in. So at this point in time there's no live plan to introduce a pick-up on the horizon"
It's naturally a segment Hyundai would like to enter, given the success the company has enjoyed in the local vans segment – knocking Toyota's HiAce off its pedestal with the iLoad.
"Clearly, in Australia, when we brought the iLoad and iMax range in we were entering a segment for us and we've been delighted how well Hyundai has gone with those products. And there's no question that there's a decent [sales] volume opportunity for us in the pick-up area. Certainly, Hyundai globally is aware of the opportunity, not just in Australia but globally. But at this time there isn't the capacity to deliver to that opportunity."
Adding a pick-up to the range would be one sure-fire way of finding the extra market share Hyundai needs to leap-frog Mazda in local sales and move into the number three spot. Mazda has the BT-50, but no van since the demise of the E-Series.
While Hyundai is pouring cold water on speculation it will develop a pick-up to rival BT-50/Ranger, Amarok and HiLux, tacitly the company may be assessing more than just how and where such a vehicle would be built. It may also be pondering the brand image ramifications of a spreadeagled range competing in the same market segments as Toyota, for instance.
Hyundai has gone to some lengths to refine its brand image in markets all around the world – and few more so than Australia. The Veloster is a product that has helped shift perception away from the brand as merely affordable to something people aspire to own – the right direction, as far as the company is concerned.
"Very definitely," Mr Mann responded. "Veloster pitches the Hyundai brand into I suppose a market where we've been traditionally fairly weak – and that is males under 35. Veloster and Veloster Turbo really offer a brand new, very unique and very persuasive package that has great appeal for that audience."
Hyundai plans to bring the next generation of Genesis coupe here in right-hand drive form – and that should have a similar flow-on effect.
"Certainly," Mr Mann replied, "[but] vehicles like Santa Fe today and i40 and i45 are critical to our on-going growth. We need to be successful in the medium and large segments before we can take on the sports and luxury car segments."
For much the same reason we won't necessarily see the Genesis sedan here, although it's not off the agenda just yet, says the Hyundai spokesman; nothing is settled on that front.
"Not yet... It's a subject of on-going discussion. We've confirmed that Genesis coupe will come here in next generation, but that is something at least a couple of years off."
But just as Hyundai runs a risk of being seen as 'Toyota-lite' if it expands its product portfolio to include high-margin rear-drive sedans or one-tonne pick-ups, there's an alternate viewpoint gaining ground with some of those being surveyed by Hyundai about the manufacturer's brand image.
"If you ask people generally what they think about Hyundai, the word that always comes out in our research is 'changing'," said Mr Mann. "Hyundai is advancing in all world markets and the proof is in the pudding. The new-generation product is continually reinforcing that notion of change and growth and improvement."
Perhaps then the Korean brand doesn't need to morph into something stodgy and bland, if it can continue to dash out cars like the Veloster to sell alongside commercial vehicles and sedans. Certainly it's a remedial lesson for Toyota, one learned from the current success of the 86.
Picture shows Kia's KCV-4 Mojave concept vehicle.
Read the latest news and reviews on your mobile, iPhone or PDA at carsales' mobile site...
Share this article
Written byKen Gratton
See all articlesOur team of independent expert car reviewers and journalistsMeet the team
Stay up to dateBecome a carsales member and get the latest news, reviews and advice straight to your inbox.
Subscribe todayRelated articles
Disclaimer
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
Please see our Editorial Guidelines & Code of Ethics (including for more information about sponsored content and paid events). The information published on this website is of a general nature only and doesn’t consider your particular circumstances or needs.
Contact
Advertise with us
International marketplaces
Scan to download the carsales app
Want more info? Here’s our app landing page
App Store and the Apple logo are trademarks of Apple Inc. Google Play and the Google Play logo
are trademarks of Google LLC.