Hyundai warns against 'premium' tag

Hyundai has warned against describing the South Korean brand as moving into premium territory with all-new models such as the 2021 Hyundai Tucson, insisting the flow-down of technology to core models does not represent a push upmarket.

Now that Hyundai has a standalone Genesis luxury brand, and has also recently moved to section off its forthcoming electric vehicles into a separate stable known as Ioniq, the Korean auto giant says its mainstream models are simply getting better with each update.

In a Q&A session after the reveal of the new-generation Hyundai Tucson, which is due in Australia in the first half of 2021, Hyundai’s head of global product management, Lorenz Glaab, was asked whether the brand was moving into a more premium space with the mid-size SUV.

And he was unequivocal: “No.”

“You need to be careful with the word premium,” Glaab cautioned.

“We are a core brand, we play in the core segment. What is true, however – and has been gaining acceleration over the past couple of years – is the adoption rate of technology.

“Or as we put it: the trickle-down rate of technology from higher segments to lower segments. From premium to core.”

According to Glaab, aspects of the new Hyundai Tucson, such as its advanced safety and infotainment technology, higher-quality materials, cutting-edge design and top-spec features such as heated and cooled leather seats, do not constitute ‘premium’.

“This is clearly a trend and this could lead to the impression that the gap between premium and core is not as pronounced anymore as maybe it was 20 years ago,” he said.

The new Hyundai Tucson will be offered with a full suite of semi-autonomous driving aids and even has the ability to park itself without anyone inside the vehicle. Owners can control the vehicle’s forward and reverse movement with the key fob.

Not so long back, this feature was only available on premium vehicles like the BMW 7 Series and Tesla Model S.

Other models coming from Hyundai that will close the technology gap between the Korean brand and premium marques include the facelifted Hyundai Santa Fe and upcoming Hyundai Palisade SUVs.