Supply limitations for sixth-gen Hyundai Elantra

Hyundai Australia cannot see the all-new sixth-generation Elantra small sedan improve on its predecessor’s sales figures in the next 12 months.

With Elantra’s popularity in North America as well as the Korean domestic market taking the majority of production, right-hand drive markets such as Australia are being forced to wait.

“We have just over 1000 as an initial launch platform,” Hyundai Motor Company Australia Chief Operating Officer Scott Grant told motoring.com.au. “After that, we could be constrained for the first eight months to a year.”

When asked if he thought the latest car could surpass the outgoing model in annual sales, his response was simple: “We don’t think so, but it’s based on supply.”

In 2015, the fifth-generation Elantra sold 8346 units.

In terms of the new Elantra’s pricing position, Grant agreed that the uptick in base price reflects where the brand is currently positioned.

“We are globally moving in a path of evolving the brand from a value brand to what we call ‘modern premium’. We’ve seen it with new i30, Santa Fe and Tucson. These products have moved the brand forward substantially.

In terms of viewing the upcoming Genesis stand-alone venture, Grant suggested a halo effect on the overall brand. “A lot of technology and luxury developments will happen in Genesis and filter down, too” he told motoring.com.au.

Comparing Elantra to now-cheaper small sedans such as the market-benchmark Toyota Corolla, Grant added: “Market pricing is always delicate. It depends on the research and development investment and fundamentals, but also exchange rates and tariffs.

“It’s hard to know what effects these have on customer pricing. But inclusions, and specification-wise, customers are demanding more. It’s a highly competitive market.”