Hyundai vows to fine-tune its cars for Oz

The most senior executive in Hyundai's automotive division has promised to fine-tune its vehicles to suit Australian conditions.

While the Korean car maker's quality, reliability and design have improved markedly over the past few years, many of its vehicles are let down by sub-standard suspension and steering.

After years of denying there was a deficiency, the president and CEO of Hyundai Automotive, Steve S Yang, responded openly during a roundtable conference with Australian journalists at the company's Seoul headquarters this week.

When asked if Hyundai recognised driving dynamics as an area that was holding the car maker back, he said: "This is our problem and we know the problem. We are trying to meet the Australian standards but unfortunately we don't have the car for the Australian market. So we have to slightly modify to meet the customers' needs."

He said all Hyundai models were global cars and typically designed and engineered for the major markets such as North America, China, Europe and Korea.

"When we develop the car we look at which area, which region this car will be sold most. For example the new Sonata [i45] was built and designed for the US market. The model i40 (arriving in Australia later this year in wagon form) is designed and benefits the European market. We also develop cars for the Chinese requirements," he said.

"For the rest of the market we have some headaches, whether we have to build a special model for that country. If the volume is enough we'll have to, of course. But otherwise, we have modified the existing model to the country's needs."

Later, the executive vice-president of overseas sales, William Lee, said: "We know that we need to make improvements and we'll continue to work with research and development and with head office to make sure that we improve with every model."

Less than a year ago Hyundai denied there were issues with its vehicles, even though it expedited changes to two all-new models – the i45 sedan and ix35 SUV – within months of the vehicles going on sale.

Korea's biggest car maker may also have been spooked by the positive feedback its baby sister brand Kia has received in Australia – after Kia contracted an Australian chassis development firm to fine-tune its new models more than two years ago.

Holden has also done extensive work tuning its Korean-sourced vehicles for local roads.

Last night, Mr Yang issued a statement further underlining the company's commitment to fettle cars for Australian conditions: "Hyundai has to date tried to optimise its product engineering to largely suit four market regions: Korea, North America, Europe and other markets.

"We are now working to expand this effort into more markets, and as part of this, we have been working with [Hyundai Australia] to tune our vehicles to meet Australian road conditions and the preferences of Australian drivers.

"While we believe our efforts have often been successful, for example i30, there is undoubtedly further room to improve, and we appreciate the feedback given to us by the Australian journalists."

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