1

Santa Fe on a‘grand’ Scale

The besT jusT goT bigger and beTTer

thinkThe magazine from hyundai Motor europe

MarCh 2013 again

2

FEEL ITENJOY IT

FEEL IT

LIVEEEE IT

TTTTOUCH IIIT

TTTTOOOOUUUUCCCCH IIIITTTTTTTT

LIVEEEE IT

TTTTOUCH IIIT

See the fluid contoured lines and the athletic looks. See the ambient lighting in the stylish interior. See yourself driving one down a long coastal road as the sun goes down.

What do you see in the new Hyundai i30?

Fuel consumption in MPG (l/100km) for Hyundai i30: Urban 29.7-68.9 (9.5-4.1), Extra Urban 54.3-80.7 (5.2-3.5), Combined 41.5-76.3 (6.8-3.7), CO2 Emissions 159-97g/km.

The New Hyundai i30. Experience brilliant moments.

SP_wc_i30_34_SEE-IT_Mag_210x297.indd 1 07.02.13 12:09

3

… to the third issue of THINK AGAIN and another update on

exciting developments for Hyundai in Europe.

As the motoring world descends on the beautiful city of Geneva,

Switzerland, Hyundai is entering a new phase for the brand, a new

approach to how we market ourselves.

We want our customers to experience ‘Brilliant Moments’ whenever

they touch Hyundai. These experiences will encourage them to

come back to us over and over.

We have many customers who can return: We almost doubled

market share between 2008 and 2012, to a healthy 3,5%. This

was driven by a staggering 15 new model launches, including new

segments through ix35, ix20, i40 and Veloster.

Throughout this time, we majored on design, quality, safety,

generous equipment, and highly efficient low CO2 powertrains

offering a wide choice, plus the industry-leading reassurance

of Five Year Triple Care.

As a result, our customers are now not

buying simply on price, and there is

greater awareness of the brand.

My vision is for this brand awareness to

continue to grow in the long term and

we are already well on course, but will

now focus more on building our brand

image and enhancing the quality of our

operations through programmes that

make a real difference for the customer.

I want Hyundai to be seen as a caring

brand at the very heart of Europe,

creating jobs through our manufacturing

plants in the Czech Republic and Turkey

and associated suppliers, as well as

fostering community initiatives and local

involvement.

I hope you enjoy the magazine and I look

forward to speaking to you in the future.

Byung Kwon Rhim

President of Hyundai Motor Europe

> Foreword

Welcome ...

‘i wanT hyundai To be seen as

a Caring brand aT The very hearT oF europe’

4

geneva oFFerS more than juSt the motor Show

ix35 receiveS delicate reFreSh

Strong Family valueS For three-model i30 range

06

12 hyundai’s swiss Md oFFers insighT inTo The naTional MarkeT33 johannes heiChel on whaT’s nexT For ‘ConneCTiviTy’40 hyundai oFFers business buyers FleeT besT42 Media waTCh: whaT The papers say53 ediTorial deTails

PreSident Byung kwon rhim wantS hyundai to Be a more deSiraBle Brand

the lateSt hyundai newS From around the gloBe

grand Santa Fe joinS Suv StaBle

21

2218

34

14

5

the SPotlight FallS on new teSt Facility

allan ruShForth talkS on changing cuStomerS’ PercePtionS

mark hallon develoPing a caring Brand in euroPe

think again takeS new i20 along the monte carlo rally

new manu-Facturing Plant StrengthenS comPany’S PreSence in major marketS

52

hyundai wantS itS cuStomerS to ‘get connected’

32PaSSion driveS wrc team

24

06 18

12 hyundai’s swiss Md oFFers insighT inTo The naTional MarkeT33 johannes heiChel on whaT’s nexT For ‘ConneCTiviTy’40 hyundai oFFers business buyers FleeT besT42 Media waTCh: whaT The papers say53 ediTorial deTails

4641 44

48

Phot

o: M

ihai

-Bog

dan

Laza

r - F

otol

ia.c

om

6

7

showTiMe in geneva

This year is The 83rd geneva inTernaTional MoTor show – probably the world’s MosT iMporTanT Car show and noT jusT For auToMoTive reasons

> swiTZerland

8

Switzerland’s first motor show took place in a polling station and, with

just 30 carmakers and their vehicles, it must have been pretty crowded

there in April 1905.

Nevertheless, it was a great success and attracted no less than 17.500

people, but the show faced its first scandal the following year: the

exhibition poster featured a bare-bosomed lady torchbearer.

Steps were quickly taken to clothe her decently – at that time pin-up

girls had not yet become associated with car advertising.

Soon afterwards the show was already too

big for Geneva, so it moved to Zurich. Not

until 1923 did the show return to Geneva and,

after an interruption during the war years, 1940

to 1945, the modest ‘exhibition nationale’

steadily grew into the grand ‘Salon Inter-

national de l’Auto’ we know today.

The Geneva International Motor Show is now

probably the most important in the world.

There are bigger ones, there are better at-

tended ones but, after World War II, Geneva

attained a unique status that holds today.

This is because its automobile production

neutrality matches Switzerland’s political neu-

trality - relatively few cars were ever produced

in Switzerland. In contrast to Paris, Frankfurt,

Detroit or Tokyo, Geneva has therefore been

able to count on the presence of practically all

manufacturers worldwide and no other motor

aFter 1945 the modeSt ‘eXhiBition

nationale’ grew Steadily into the

grand ‘Salon international de l’auto’ we know

today

> swiTZerland

9

Geneva also owes much of its international flair to being the headquar-

ters of many international organizations (UNO, CERN, IKRK, WHO,

IAO, ISO, ITU, WIPO, WMO, WOSM, WTO and UNHCR). And while

French is the official language, practically every language of the world

is spoken in Geneva.

There are clearly other reasons for Geneva’s popularity though. Only

about 200.000 people live in Geneva, no other city in the world has

a greater number of famous watchmakers – Rolex, Patek Philippe,

Piaget, Vacheron Constatin, MB&F, to name but a few. Moreover, 100

international banks are established in Geneva.

And the charm of Geneva also has another aspect: despite Southern

European joie de vivre, fine dining and staying out late in the evening

– integrity and discretion are taken for granted at all times.

show has staged as many world premieres

– so many that not even the most important

ones can be listed here.

Furthermore, the Geneva International Mo-

tor Show has retained its familiarity. Despite

moving in the Eighties from the city centre

to the Palexpo site at the airport, everything

remains clearly arranged and close at hand

compared with Frankfurt or Paris. There are

two halls, and explicit instructions on which

brand is to be situated where and how. There

is no ceremony here – that doesn’t suit the

Calvinistic locals.

hyundai FirSt eXhiBited at geneva

in 1990. For 2013 it Staged one oF the moSt SPectacular

StandS oF all

In 1923 the Motor Show returned to Geneva

No other motor show has staged, and still stages, so many important world premieres as Geneva – Hyundai has used it regularly.

10

The number of excellent restaurants can be compared with Paris or

Tokyo, and Geneva offers every kind of dining imaginable: probably

the best Japanese cuisine in Europe, wonderful Thai food, exciting

Korean dishes, naturally the best French cuisine and, of course, good

solid Swiss food. By the way, the famous ‘Café de Paris’ herb butter

was not invented in Paris at all. It owes its origin to Geneva’s Café de

Paris next to the rail station – where the star dish is still an excellent

entrecote with plenty of Café de Paris.

There are nearly a dozen five-star hotels in Geneva, all dedicated to the

noble and traditional art of hospitality and, in contrast to many other

cities worldwide, they nearly all have their own first-class restaurant.

The best dining, however, is with Philippe Chevrier at his wonderful

Domaine de Châteauvieux in Satigny, just outside Geneva, with its

own small hotel. Philippe Chevrier is not only a star chef, but also a

car enthusiast who races quite successfully in his sparse leisure time.

The entire Geneva hinterland is indeed a gas-

tronomic El Dorado. Only half an hour away

is Lausanne where Anne-Marie Pic, probably

the world’s best cook, can be found at the

Beau-Rivage Palace hotel.

And in Crissier, just before Lausanne, is the

Hôtel de Ville where Switzerland’s two best-

known star chefs, Fredy Girardet and Philippe

Rochat, have established a gourmet temple

over the decades.

Last but not least, Bernhard Ravet’s L’Ermitage

in Vufflens-le-Château is a classical highlight

not to be missed by connoisseurs of fine

dining.

Geneva has a problem, however. This city

with its privileged lakeside location is one of

the world’s most expensive. Space is scarce

because everyone prefers the lakeside or

the old city centre. But this proves another

Geneva attraction: despite its image as a

cosmopolitan metropolis, its atmosphere is

more like that of a village.

there are nearly a doZen Five-Star hotelS in geneva, all dedicated to the traditional

and noBle art oF hoSPitality

> swiTZerland

The lake dominates life in Geneva. In the background is the magnificent Cathedral of St. Peter.

Phot

o: g

aelj,

And

reas

Ern

st, M

ihai

, yel

low

j - F

otol

ia.c

om

11

The Jet d’eau fountain (right) dating from 1885 and 140 metres high is a world-famous Geneva landmark, but there are many other highlights to be seen around Lake Geneva.

1212

> swiTZerland

SwitZerland iS a Small country But, aS the geneva Show demonStrateS, it haS a major inFluence on the euroPean MOTOR WORLD – WE TALK TO HYUNDAI’S TOP MAN THERE

swiss sales sCale new heighTs

Diego Battison keeps “being impressed” by his i40 Wagon

How many cars did Hyundai Motor

Switzerland sell in 2012?

We totalled 11.456, an impressive 14,8%

increase on 2011, but I’m confident we

can do better in 2013 with so many new

models available for their first full year on

sale, notably New Generation i30, New

i20 and New Generation Santa Fe – a par-

ticular Hyundai favourite in Switzerland.

And what was Hyundai’s position and

Swiss national market share in 2012?

We moved up to 12th, with a 3,5% share

– which will worry a few rivals.

“WITH A VERY FAIR PRICE-PERFORMANCE RATIO, THE UNIQUE FIVE YEAR TRIPLE CARE GUARANTEE AND AN EXPANDING DEALER NETWORK, WE OFFER A SERVICE THAT IS ATTRACTING MORE AND MORE CUSTOMERS TO OUR BRAND AND PRODUCTS”

Diego Battiston – MD HyunDai MOTOR SWITzERLAND

Impressive. Why did Hyundai perform

so well last year?

By offering a diverse range of models that

covers large and important segments as

well as several niches. I think our arrival

and performance has surprised and im-

pressed people.

Just as crucial is our focus on the quality

of vehicles and services. With a very fair

price-performance ratio, the unique Five

Year Triple Care guarantee and an expand-

ing dealer network, we offer a service that

is attracting more and more customers.

And what was Hyundai’s Swiss best

seller in 2012?

Not much doubt there: New Generation

i30. The original model was a huge ad-

vance for Hyundai, but the media and

our customers can see the replacement

has moved the brand forward a whole

lot more.

How many Hyundai dealers do you

have in Switzerland?

We’ve reached 126, but an expanding

and more youthful Hyundai range makes

me very confident we can recruit more

as the motor trade sees the brand’s im-

age evolving.

Which prompts the question: how then

do Swiss consumers see Hyundai?

They’re ever more demanding, but in a

13

> swiTZerland

every time they touch Hyundai, we’re im-

proving every aspect of our operations.

Thanks for your time. Before you go,

we’d like to find out a little about

you…

When you’re not at your desk, what

are your hobbies?

Time with family and friends is very im-

portant to me. If I’m not with them,

you’ll find me enjoying a tennis match

or round of golf.

What car do you drive?

It’s important that I test every car in the

Hyundai portfolio and know it well, in or-

der to get to know our products. My com-

pany car is an i40 Wagon, which keeps

impressing me, and next I’m keen to get

positive way, meaning they will happily

spend a little more for the extra value

they see in higher specification Hyun-

dai models.

Tell us what your biggest challenge

has been over the past 12 months?

The CO2 emissions tax debate in Swit-

zerland. Not all parties are working and

measuring to the same fundamentals,

which is causing confusion for consum-

ers. However, I am confident Hyundai is

a leader in this area.

So what’s next for Hyundai in Swit-

zerland?

Focussing this year on quality and cus-

tomer satisfaction is a priority at every

Hyundai dealership. We want our cus-

tomers to experience ‘brilliant moments’

a New Generation Santa Fe – it looks fan-

tastic. My own car is a 1970 Alfa Romeo

Spider, for ‘top down’ driving on sum-

mer weekends.

What’s the proudest moment in your

professional or personal life?

At work, it’s definitely the superb team

spirit built-up in our organization over re-

cent years. Personally, it’s marrying my

wife 23 years ago and bringing up our

three sons.

And what’s your most memorable

Hyundai moment?

Hey, it’s not simply a moment, but be-

ing part of the incredible journey Hyun-

dai has been on in the last five years.

14

> produCT spoTlighT

hyundai’S uPmarket new generation Santa Fe cauSed eXcitement when launched laSt year, But we now KNOW THERE WAS A gRANDER PLAN – A SUPERSIzE vERSION to tackle Bigger and more luXuriouS rivalS. it’S the grand Santa Fe and the oPPoSition will Be worried

Space inside the cabin is generous, with seating for up to seven occupants

sanTa Fe’s bigger broTher sTeps Forward

Santa Fe’s bigger brother steps forward

Hyundai is using the prestigious Geneva Motor Show to unveil a

‘bigger brother’ to the New Generation Santa Fe.

Aptly named the Grand Santa Fe, it extends the eye-catching ‘Storm

Edge’ styling of the standard car, skilfully disguising increases in length

(+215 mm), width (+5), height (+10) and wheelbase (+100) to create a

capacious and even more versatile seven-seat SUV.

In the same way that Hyundai has entered new market segments with

models like the ix20, ix35, i40 and Veloster, the newcomer allows the

brand to target bigger SUVs such as the Volvo XC90 and VW Touareg.

The Grand Santa Fe’s extended wheelbase boosts legroom for pas-

sengers in both rear-seat rows - the sliding second-row seats allow

greater flexibility.

Despite obvious Storm Edge family ties, there are also clear

differences between the Santa Fe brothers. The most notable are a

re-shaped grille, fog lamps and bumper at the front of the vehicle, while

the rear has enlarged rear quarterpanes, re-shaped LED lamp clusters

and a pair of distinctively styled and separate

exhaust pipes, rather than the twin unit on New

Generation Santa Fe. A range of alloys has

also been created especially for the bigger

model’s 18- and 19-inch wheels.

It is clear too that ‘Grand’ can stand for

luxurious as much as extra size, as Hyundai

designers and engineers have included many

upmarket features. These include sunblinds

for the rear doors, a powered tailgate, FLEX

STEER – Hyundai’s three-mode steering fea-

ture, which made its SUV debut on Santa Fe

– an integrated memory for the driver’s elec-

tric seat adjustment, and a full-length pano-

ramic glass roof. Grand Santa Fe production

starts in April 2013 at Ulsan in Korea.

> hyundai’S commitment to enter new market SegmentS already Shown By ix20, ix35, i40 and veloSter

> eXtended wheelBaSe BooStS legroom For PaSSengerS in Both rear Seat rowS

> StyliSh eXtenSion oF Santa Fe ‘Storm edge’ deSign SkilFully diSguiSeS newcomer’S increaSed dimenSionS

> uPmarket amBition highlighted By car’S detailing and By luXury FeatureS inSide

> produCT spoTlighT

GrandSanta Fe in profile

18

sTriking design, reFreshed wiTh Care

Allan Rushforth, Senior Vice President and

Chief Operating Officer of Hyundai Motor

Europe, explained: “We’re immensely proud

of ix35. It has energised the entire Hyundai

range across Europe, creating demand and

desire for all our cars, but this called for a

facelift with all the measured touch of a watch-

For most buyers, Hyundai’s New ix35 is a purchase to compare with

a designer watch – many have upgraded to the best trim and options.

So the car’s midlife facelift was approached with the kind of delica-

cy needed for work on a jewelled watch movement.

Visually, Hyundai designers and engineers have made an adjustment

here, a minor tweak there, but added significant improvements to the

car’s unseen ‘movement.’

enhancing hyundai’S hugely-PoPular and inFluential ix35 called For the delicacy oF a watchmaker working on a deSigner timePiece

A stylish cityscape – perfect

backdrop to New ix35

> produCT spoTlighT

New Generation Santa Fe in profile

19

maker updating the perfect timepiece. “So we’ve made finely-judged

enhancements that emphasise a ‘premium power’ and status in the

SUV sector that has even been praised by competitors.”

The car was launched to much acclaim at the Frankfurt Motor Show

in 2009 and became an immediate hit, attracting a whole new type of

customer, underlined by 72% of buyers choosing the top trim level.

On the streets, it’s a real head turner

> ORIGINAL ix35 ENERGISED HYUNDAI IN EUROPE

> CUSTOMERS LIKE THE BEST ix35 TRIMS AND OPTIONS

> FACELIFT SHOWS A WATCHMAKER’S DELICACY OF TOUCH

> PRAISED BY RIVAL DESIGN CHIEF

20

notably Hyundai’s three-mode FLEX STEER

system – already seen on New Generation i30

– plus improved cornering composure, great-

er towing stability, and front parking sensors.

New ix35 offers European customers the

choice of five powertrains, including a brand-

new gasoline engine and an automatic trans-

mission option.

The New ix35 is surely now the ‘chronome-

ter’ for C-segment SUVs – the one they should

all be timed against?

With them in mind, the New ix35’s eye-catching looks include pre-

mium options for the front headlights, comprising positional LED or

Bi-Xenon units with washers and daytime running lights, new choices

of alloy wheels and an optional LED rear light cluster.

Cars fitted with satellite navigation also stand apart with a ‘shark’s

fin’ rear antenna rather than the standard pole radio aerial. The up-

graded audio and navigation system, displayed via a large LCD touch

screen located in the centre console, offers improved capabilities and

connectivity.

Smart cabin changes enhance the upmarket feel, but it’s the inner

re-calibration of the car’s ‘movement’ that lifts New ix35 even higher:

> produCT spoTlighT

Driving dynamicsFLEX STEER offers drivers improved ride and handling

in three modes

The great design of ix35 is inspired by ‘fluidic sculpture’ form language

The original ix35 laid solid foundations for Hyundai in Europe

IlluminationBi-Xenon

headlamps are available for the

first time on New ix35

Riding highNew 16-inch

alloy wheels are available, as well

as 17- and 18-inch designs complete with a metal grey

finish

Pulling powerNew ix35 receives

enhanced powertrains including all-new engine

> exeCuTive brieFing

21

> produCT spoTlighT

What does this mean for Hyundai?

Sustainable growth by making our

products and brand more desirable.

We are already on the right path:

consumers no longer buy our cars on

value alone and I’m delighted,

because people who choose on price

can be fickle.

There is still much work to be done,

but we have positive early signs like

increasing our customer retention

levels by 4% last year against 2011,

which matches the 47% European

market average. That kind of

pace suggests we can move on

dramatically.

So are you changing customers’

perceptions?

Definitely. They are already opting for

higher specifications, showing that

they are not driven by the cheapest

price. But I want them to buy a

Hyundai for design, quality, engineer-

ing excellence, eco performance,

safety, equipment, choice and other

factors we call “true value”.

I also want that supported by even

more of our famous customer

satisfaction and by association with

our ‘Brilliant Moments’ campaign –

Hyundai must be a brand they want to

be identified with.

Welcome. Can we start by asking

how you view the past few years

for Hyundai Motor Europe and

where you see the company going

from here?

We have almost doubled our European

market share in five years, to an

impressive 3,5 per cent, so you would

expect me to say “it’s business as

usual” but we work in a complex

environment, and moving forward is

now less about quantity and more

about quality.

Does this mean sales of Hyundai

cars have peaked in Europe?

Far from it – we will continue to

develop sales, but in a way calculated

to establish the brand securely in the

consumer’s mind. Those responsible

for the achievements of recent years

must congratulate themselves, but if

we were building a house, then what

we have so far is a good foundation,

framework and a roof.

We now have to fit out the ‘house’,

boost its desirability and make people

want to move in and stay for years.

Once they do, others will start

moving into the same area to build a

community.

A PRESIDENT’S CV

1987 - joins Hyundai Motor Company

(HMC) in Seoul, first as a member of

the Quality division and then Export

Product Planning.

1996 - starts overseas experience with

Hyundai Motor Europe Representative

Office in the UK before transferring to

newly established Hyundai Motor

Europe GmbH in Germany and taking

charge of Marketing.

2003 - returns to Korea as HMC’s

Head of Overseas Promotion, moving

on to head Overseas Promotion at

sister brand KIA.

2007 - becomes Head of the

Global Strategy Team 2 at Hyundai

headquarters and is then promoted

to Director and Vice President.

2010 - takes over as Head of Overseas

Marketing at HMC, later moving to

head European Sales.

2012 - appointed President of

Hyundai Motor Russia, before

being named President of

Hyundai Motor Europe, on

1 January 2013.

PreSident Byung kwon rhim tellS how SaleS SucceSS haS Built a Solid Foundation on which to enhance hyundai’S deSiraBility

QualiTaTive FoCus For europe

> exeCuTive brieFing

President Rhim, Hyundai Motor Europe

22

Hyundai’s European designers can take

pride from new honours heaped upon the

Elantra GT after journalists in the USA and

Latin America voted the model ‘2013 Car

of the Americas’.

The Elantra GT, effectively the Europe-

an-designed New Generation i30, is re-

named and sold in the Americas alongside

other Elantra models. Journalists rated it

highly in terms of technology, emissions,

safety and economy.

Mike O’Brien, Vice President, Product

and Corporate Planning, Hyundai Motor

America, said: “Elantra GT truly showcas-

es how Hyundai is redefining the compact

car and setting new standards in automo-

tive design, efficiency and functionality.

“We are honoured that this unique and

diverse group of journalists have recog-

nized the Elantra GT.”

Hyundai closed 2012 with higher US premi-

um segment sales for the fifth year running,

through its Genesis range and Equus luxu-

ry saloon.

And the brand showed its strong ambi-

tion to continue the trend, by unveiling the

HCD-14 Genesis four-door coupe concept at

this year’s North American International Auto

Show in Detroit.

The concept is a blueprint for how future

Hyundai premium models might look.

John Krafcik, president and CEO of

Hyundai Motor America, said: “Genesis and

Equus are delivering a 9% retail market share

in their segments, higher than the 5% the

Hyundai brand achieves overall. HCD-14 Gen-

esis gives a hint of the design direction we’ll

be taking, and an indication of the focus we’re

placing on driving dynamics and technology.”

> global news

GENESIS AND THE FUTURE

eURoPeAN PRIDe IN AmeRIcAS PRIZe

HYUNDAI AND RHYS mIlleN WIll DeFeND 2012 PIKeS PeAK RecoRDHyundai has renewed its partnership

with Rhys Millen Racing (RMR) to de-

fend its 2012 world record in the Pikes

Peak International Hill Climb (PPIHC).

This year’s race to the internation-

ally-renowned summit is on 30 June

and Hyundai will expand its presence

to a two-car effort, with Millen pilot-

ing a new, purpose-built unlimited-class

rear-drive race car and joined by the

production-based Genesis Coupe that

set last year’s all-time record (9:46.164).

Steve Shannon, Vice President

Marketing, Hyundai Motor America,

commented: “Last year’s record was

a milestone in Hyundai’s quest to build

thrilling and durable rear-drive perfor-

mance vehicles, as capable on-road as

they are in the rigours of competitive

motorsport.”

23

Ghana is the first country to receive

a Hyundai-KOICA (Korea International

Cooperation Agency) Dream Centre –

a technical high school established as

part of Hyundai’s CSR (corporate social

responsibility) effort. Others will follow

in several African and Asian countries.

Ghana’s Eastern Regional Minister

Victor Smith said: “Hyundai Motor

Company and KOICA are providing op-

portunities for developing the technical

skills of the youth of Ghana to contribute

to their future growth.” Sang Min Park,

head of Hyundai Motor’s African region-

al headquarters, said: “The Hyundai-

KOICA Dream Centre will become the

country’s best technical school and

a model for Africa, providing quality

education to students.” The Centre has

classrooms, a computer room and library,

plus a separate dormitory with cafeteria.

HYUNDAI To oPeN ScHoolS FoR SUSTAINABle AID

VeloSTeR PoPUlARITY SoARS IN mIDDle eAST

SUV FleeT KeePS SKI STARS moBIle

Middle East motor markets already loved

Hyundai’s unique 1+2-door coupe, the

Veloster. But journalists in the United Arab

Emirates, Qatar, Bahrain, Jordan, Egypt,

Oman, Kuwait, Saudi Arabia and Leba-

non, have now voted it ‘Best Hatchback’

at the prestigious 2012 Middle East Mo-

tor Awards (MEMA), beating competition

from the Toyota Yaris and Ford Focus.

Tom Lee, Head of Hyundai Middle

East’s Regional Headquarters, said: “The

award is testament that we have been

successful with the Veloster, which is al-

ready proving a big hit across the Mid-

dle East, especially with young buyers.”

Reinforcing Hyundai Motor Company’s

Hyundai’s support for world-best sport

in Europe has continued with the pres-

entation of 37 units of ix35 and New

Generation Santa Fe to organisers of

the latest round in the FIS Nordic World

Ski Championships, Fiemme 2013, in

northern Italy. The cars are being used

to transport athletes, coaches, FIS offi-

cials and equipment, while generating

brand visibility.

A handover ceremony took place at

the famous Predazzo ski jump where

Seong Nam Kim, President of Hyundai

Motor Company Italy, said: “Ski jumping

new ‘Modern Premium’ brand direction,

Middle East distributors have opened pre-

mium lounges in showrooms across the

region, with specially trained sales teams

dedicated to upmarket Centennial (Equus)

and Genesis models.

and ski flying offer some of the biggest

thrills of any sporting event and Hyundai

is always happy to help deliver such bril-

liant moments. As a citizen of Europe,

Hyundai is also delighted to support a

sport close to the heart of Europeans.”

Mr Pietro de Godenz, President of

Fiemme 2013 Organizing Committee,

thanked Hyundai, adding: “The ix35

and New Generation Santa Fe are the

ideal cars for transporting a large num-

ber of people and items of equipment

over a variety of terrains and weather

conditions.”

2424

> MoTorsporT

2525

drives hyundai in wrC

passion

think again talkS to the maStermindS Behind hyundai’S wrc team

> MoTorsporT

26

of adventure and international scale, such

as the Tulip Rally (Netherlands 1949), Ral-

ly to the Midnight Sun (Sweden 1951),

and Rally of the 1000 Lakes (Finland,

1951). The historic Monte Carlo was a

favourite by then too, especially on snowy

sections, while challenging roads in

Greece made the Acropolis Rally one of

The original Monte Carlo Rally of 1911 –

now a classic in the calendar – is popular-

ly seen as the starting point for rallying,

even if the 1894 Paris-Rouen Horseless

Carriage Competition may qualify as the

first ever. It wasn’t until the 1950s that

rallying really gathered pace. Imaginative-

ly-titled contests helped to convey a sense

the most gruelling. By 1953, there was

an 11-event European Rally Champion-

ship. But while rallying was big business

for manufacturers keen to show consum-

ers their cars had the toughness, tech-

nology and speed for this ultimate test,

drivers competed mainly as amateurs un-

til Sweden’s Erik Carlsson arrived – the

WRC offers plenty of thrills for drivers and spectators alike

legendary wrC Full oF heroesrallying may well Be the tougheSt oF PoPular motorSPortS, and dateS almoSt From the Birth oF the motor car

27

did you know?

> WRC CARS DON’T HAVE AIRBAGS. OCCUPANT SAFETY COMES INSTEAD FROM A SUPER-STRONG PROTECTIVE CELL, ROLL CAGE, SIDE IMPACT PROTECTION BARS, AND SIX-POINT SAFETY BELTS LIKE THOSE WORN BY FIGHTER PILOTS

> GRAVEL SETTINGS: WRC TEAMS HAVE A CHOICE OF TYRES AND CAN MAKE SUSPENSION ADjUSTMENTS FOR MAXIMUM PERFORMANCE ON A LOOSE-SURFACED STAGE

> MoTorsporT

Sebastien Loeb (France) – has

dominated the WRC since 2004.

He is not only current WRC

champion, but also winner of a

record nine WRC titles – all

consecutively.

Carlos Sainz (Spain) – is a two-

time WRC champion, taking the

title in 1990 and 1992, also finish-

ing runner-up on four occasions.

Sainz retired from WRC in 2005

but remains a technical consultant

in the sport.

Ari Vatanen (Finland) – won the

World Rally Championship in 1981,

and picked up 10 wins and 27

podiums across a career span-

ning 29 years. He was renowned

for being a versatile driver, able to

adapt to and overcome new

challenges.

Tommi Mäkinen Finland) –

won four consecutive titles with

Mitsubishi 1996-1999, underlin-

ing Scandinavian affinity with the

sport, derived from success on

private and fast rally stages held

in these Northern European

countries.

Juha Kankkunen (Finland) – won

four titles between 1986 and 1993,

later matched by Mäkinen and ex-

ceeded by Loeb, but no driver has

yet repeated Kankkunen’s feat of

becoming world champion with

three different manufacturers. He

is also a former driver for Hyundai

(2001-2).

sport’s first superstar. With personalities

also now making headlines, rallying took

another big step when the Fédération In-

ternationale de l’Automobile (FIA) creat-

ed the World Rally Championship (WRC)

in 1973.

It was won that year by specially adapt-

ed cars from Alpine-Renault, setting a

precedent for limited-production cars cre-

ated especially to win rallies, such as the

legendary Ferrari-powered Lancia Stratos.

By the 1980s, top teams were fielding

Group B 4-wheel drive supercars of awe-

some power, until a series of fatal acci-

dents led to rule changes and concen-

tration on mass production-based Group

A cars.

But at least the crowd-pulling status

of the drivers had already been recog-

nised – the World Rally Championship for

Drivers was inaugurated in 1979.

legendary wrC Full oF heroes

Top rally drivers

Phot

os: p

ictu

re a

llian

ce

28

nexT To every greaT rally driver...They are the unsung heroes of the intensive world of rallying – the

co-drivers. We might be astonished by the talent enabling a driver to

pilot a rally car at dizzying speeds on the roughest and most tortuous

routes, but he gets lots of help from the guy in the passenger seat.

By calling out the deviations and hazards ahead, the co-driver helps

build speed and reduces the potential for error that could wreck the car

or worse. Sometimes he must turn mechanic too, if there is a break-

down or he and his driver get it wrong and need to fix the car at the

roadside. Before each rally, driver and co-driver spend two days prac-

tising the route, but not in the precious rally

car. They use a ‘recce car’ – a standard road

car with extra safety features – and keep be-

low a top speed of around 70 km/h.

The driver describes the road as he sees it

on Day 1, highlighting how sharp the bends

or ‘kinks’ are, changes to the surface, poten-

tial hazards and anything else jeopardising pro-

gress, as well as the distance between these

Pace notes are the co-driver’s bible and essential for the driver

29

features. This allows the co-driver to make pace notes in a recognised

rally ‘shorthand’ for Day 2, which he will then call out to the driver en

route, also ironing out confusions or misunderstandings ahead of rally

day. Bends are typically rated on a scale from 1 to 10, though a 180-de-

gree bend will be described as a ‘hairpin’ and ‘square’ is applied for a

right-angle or 90-degree bend. The two team members will also usu-

ally agree speeds for each feature, with ‘flat’ being short for flat-out.

The process demands much trust, teamwork and timing between

driver and co-driver, often built up over several campaigns.

Qualification to compete in the WRC depends

on rigorous ranking systems applied to co-

drivers as well as drivers.

Not surprisingly, that requires training, though

rally people often say reaching the top is

90% experience – the rest calls for a ‘hint

of madness’.

Co-drivers have to start somewhere though,

usually through driving or co-driving, time-keep-

ing and marshalling in road rallying events.

Learning the lore of pace notes and building

experience alongside expert drivers is where

the real hard work begins though, and few

have the breaks or talent to press on to the

top position – a seat alongside a WRC driver.

CO-DRIvINg – WHAT IT TAKES

Hyundai’s test co-driver talks assembled guests through the basics

> MoTorsporT

did you know?

> HANS (HEAD AND NECK SUPPORT) IS A WRC- COMPULSORY SAFETY DEVICE THAT’S SUPPORTED ON THE SHOULDERS AND AROUND THE BACK OF THE NECK, AND CONNECTS TO THE CRASH HELMET TO PROTECT FROM SERIOUS INjURY IN A CRASH

> TIME AVAILABLE FOR RALLY TEAMS TO WORK ON THEIR CARS IS RIGIDLY CONTROLLED DURING AN EVENT. SUCH CHECKS, MAINTENANCE AND RUNNING REPAIRS ARE CARRIED OUT IN THE SERVICE PARK AND WHEN NOT COMPETING THE CARS ARE KEPT IN A SECURE AREA KNOWN AS THE PARC FERMé

Phot

os: p

ictu

re a

llian

ce (2

)

30

passion Fuels progress

Hyundai is not entering the WRC “simply to make up the numbers.”

That’s clear from Team Principal and WRC veteran Michael Nandan’s sim-

ple motorsport philosophy: “To be victorious and stand on the podium.”

But the Frenchman talks of patience too: “We will be using 2013 as

a key period of testing for the new Hyundai i20 WRC, to make sure we

are in the best possible position for the 2014 championship.”

He certainly has the materials for those foundations: the newly-formed

Hyundai Motorsport GmbH with headquarters comprising factory and

workshops, technical facilities and offices in Alzenau, Germany, close

hyundai’S new wrc team BoSS iS a Proven winner, and iS Plotting a Steady route to the Podium For i20

to Hyundai’s European sales and marketing

hub at Offenbach. President Gyoo Heon Choi

heads the fledgling company and explained

why Hyundai is returning to the WRC after

more than a decade’s absence: “WRC is the

most widely respected racing competition for

production cars, requiring high performance

and excellent reliability – qualities we build

into all of our vehicles.

30

“i Think hyundai has a Fresh approaCh based on iTs own values and MeThods ThaT will seT us aparT FroM The CoMpeTiTion.”

Michel NaNdaN – teaM priNcipal oF hyundai MoTorsporTs gMbh

31

“WRC teams must also overcome a variety of challenges and think

on their feet, traits we admire at Hyundai and which have spurred the

brand’s development. So, we think Hyundai and WRC are a perfect fit,

and the first priority will be to set up the technical and operations team

under Michael Nandan – announcements on drivers will come later.”

The Team Principal agreed that a sound infrastructure was key to

tackling the rigorous demands of a WRC campaign: “I’m fulfilling an

ambition to set up a motorsport team from scratch – it’s less like team-

building and more like creating a family. I look for motivated individuals

with experience in motorsport and WRC, dedicated to producing the

best we possibly can for Hyundai and happy with my management ap-

proach – no discussions, just actions. A competitive edge is essential.

“I also think Hyundai has a fresh approach based on its own values

and methods that will set us apart from the competition.

> MoTorsporT

passion Fuels progress“The New i20 is perfect for WRC develop-

ment though we are still some months away

from finalising the car’s specifications.”

It’s clear too that Nandan is passionate

about the WRC: “I love the diversity of the

competition. Unlike other motorsport, the

car has to be a top performer on different

terrains and in changing weather conditions.

Even within the same rally you can find wide-

ly varying conditions – it’s fascinating.”

But he doesn’t have a favourite rally: “Each

has its unique and special character with its

own excitement and challenge. That’s what

sets the WRC apart.”

31

Michel Nandan – Team Principal of Hyundai Motorsports GmbH

32

> TeChnology FoCus

Hyundai aims to switch on the next generation of car buyers by

delivering the mobile information lifestyle they already expect from

smartphones. Sales of these devices soared more than 100% from

2010 to 2012, as smartphones became increasingly multi-functional,

notably impacting on the once huge market for compact cameras, and

also integrating photo albums, internet, calendar, contacts, navigation,

music, video and much more.

This flexibility caused the information technology industry to adopt

the alternative term PD (Personal Device) as it looks to widen smart-

phone applications.

Hyundai engineers have a clear vision of how PDs can be developed

to strengthen, simplify and benefit the relationship between a car and

its owner. They call it ‘Connectivity’ and will demonstrate its versatili-

ty at the 2013 Geneva Motor Show, using a

concept system in a New Generation i30.

This demonstration features Sam and Emi-

ly, fictional ‘Digital Natives’, the generation

that grew up with digital devices – they are

always online, sharing information, wherev-

er they are.

Sam knows he can simply unlock and get

into his car by holding his PD close to a Near

Field Communication (NFC) tag on the vehi-

cle. NFC is an internationally agreed set of

standards for smartphones and PDs, allow-

ing communication with each other when in

32

plugging in To ‘ConneCTiviTy’our relationShiPS with our carS ARE CHANgINg FAST – and hyundai thinkS it’S time to ‘get connected’

33

close contact. Sam then places his PD in the

car’s centre console which immediately be-

gins re-charging itself and ‘talking’ to the car’s

systems, allowing it to be started and driven

away. The car’s head unit can also access the

PD’s music and other information.

But what if Sam’s girlfriend Emily has been

using the car? She has different settings to

Sam, meaning the car’s information display

is a different colour, the favourites menu has

changed and, worst of all, she’s been listen-

ing to a radio station Sam hates?

Thankfully, the car recognises Sam’s PD

and simply changes the screen and radio pre-

sets to his preferences. It can also adjust elec-

tric seat or mirror settings to Sam’s presets,

than automatically reverting to Emily’s when

she next uses the car.

> TeChnology FoCus

33

plugging in To ‘ConneCTiviTy’

Hyundai’s ability to develop Connectivity has

undoubtedly been helped by Korea’s pre-em-

inent position in mobile comms technology.

Koreans have probably embraced broad-

band faster than any other nation and the Gov-

ernment-backed network is thought to be the

fastest and most developed in the world.

In January 2006, Korea became the first

country with more than 50% broadband pen-

etration per head of population, while the capi-

tal, Seoul, is often called “the bandwidth capi-

tal of the world”.

The country is thought to offer the world’s

cheapest broadband as well, encouraging Ko-

reans to use internet access on their phones to

watch and keep up with their favourite sports,

TV and movies – 96,8% of Korea’s mobile

phone users have internet access.

getting the edge in connectivity

A Personal Device wirelessly charging in New Generation i30

What kicked-off the Connectivity

project?

A pan-European Hyundai customer

survey of young digital people - our

next generation of car buyers -

focusing on their mobility wishes

and needs.

What are the benefits of the

new system?

Giving more than just connection to

the radio/CD. Young customers want

continuous access to their Personal

Device (PD) content – without wires!

Which technologies are you using

to achieve this?

A combination of three main

technologies: NFC (Near Field

Communication) to authorise the PD

to unlock and start the car; MirrorLink,

to wirelessly deliver from the PD to

the head unit; and wireless in-car

power charging for the PD.

Our system is prepared for all

common smartphone operating

systems. At present though, NFC and

wireless charging has to be installed.

Who decided on the design for the

app’s interface?

Hyundai, but every customer can

personalise colours, background and

icons. The car’s head unit will have a

touchscreen and pop-up keyboard,

much like most smartphones.

Must users pay a service fee for

using the in-car app?

You can download a free app to use

your PD as a key, but it must be

protected from misuse, so only

registered Hyundai car users or

dealers can access or change settings

or add additional drivers and functions.

However, there may be charges in

future for more functions.

Was there a customer clinic on

user-friendliness?

Yes, and we set up customer clinic

scenarios like: lock and unlock the car,

charge the PD, get connected, and

operate the touchscreen – all to test

intuitive operation and ease of use.

Is it possible to incorporate features

like automatic emergency service or

roadside recovery notification, vehicle

theft tracking, or speed limiting for

certain users, such as young drivers?

Yes. Many such features are under

development in other Hyundai

projects like BlueLink.

Can you connect the app to the

local Hyundai dealership to raise

engine management issues or the

need for a scheduled service?

There are no plans to include this yet,

but they will be able to set reminders

for maintenance or safety issues.

When might this system arrive in

new Hyundai vehicles?

We are using the latest infotainment

technology now, so implementation

could be rapid, but Hyundai

management will decide after

checking customer feedback –

which includes a survey at the

Geneva Motor Show.

When might our automotive

lives be 100% connected to our

everyday lives?

Hard to say, but the infotainment

industry has shown itself to be very

fast at integrating new features into

new devices.

think again talkS to the team leader For thiS eXciting and FuturiStic Project

Johannes Heichel, Manager at Product Planning Hyundai Motor Europe Technical Centre

3434

> produCT spoTlighT

3535

FaMily valuesnew generation i30 LAUNCHED TO gREAT ACCLAIM – think again reviewS the ProceSS to SucceSS

> produCT spoTlighT

36

It’s hard to stand out in the bitterly

contested C-segment or family hatch-

back arena, but New Generation i30

catches the eye immediately.

The inspiration is Hyundai’s fluidic

sculpture design ethos, marrying na-

ture’s flowing lines with modern archi-

tecture to deliver impactful design.

“Refined and futuristic” was the verdict

of a pre-production customer focus

group. Sporty proportions are helped by

wider tracks, up by 17 mm (front) and

24 mm (rear), while the body is just 5

mm wider than before.

The windscreen has also moved – for-

wards by 84 mm and down by 26 mm

– cutting Cd to just 0,30 – benefiting

economy and interior refinement.

As well as being quieter, the interior

is a place of sophistication with smart

detailing, ‘soft touch’ materials, careful-

ly matched colours to maintain the cab-

in’s air of calm, and excellent ergonom-

ics within a bold design.

The car’s styling has also been ‘spun’

into three distinct yet harmonised vari-

ants: five-door, wagon and, most recent-

ly, three-door – the brand’s first ‘made

Family connectionEuropean design team ensured a cohesive form across all three models

New Generation i30 offers space for the whole family

DESIgN – ‘FLUIDIC SCULPTURE’ AND FAMILY vALUES

37

for Europe’ three-door in this class. The

wagon model, expected to take 30% of

all New Generation i30 sales, had to

blend the five-door’s elegance and style,

yet be a capacious load-lugger that

boasts a best-in-class 528-litre load space

– with rear seats folded, this more than

trebles to 1.642 litres.

This variation on the theme is cued af-

ter the B-pillar, but a pronounced swage

line maintains the family connection.

Designers also avoided utilitarianism

at the rear end: the tailgate opens to

bumper-level for easy loading, but the

glass wraps around the D-pillars, boost-

ing cabin airiness and the driver’s rear

view.

The sporty three-door aims to evoke

more emotion and dynamism, while also

retaining family DNA. Though targeting

just 10% of New Generation i30 Euro-

pean sales, it widens i30 demographic

appeal by attracting younger customers

to the brand.

> produCT spoTlighT

“Hyundai truly rose to the challenge

with New Generation i30.

The original i30 needed to be excep-

tional because it was our first model to

bear the ‘i’ nomenclature, specifically

designed to meet the discerning require-

ments of European motorists.

It delivered quickly, winning a big mar-

ket share and sixth place in its sector

within three years – a great achievement

and a sign that Hyundai really had arrived

in Europe. But New Generation i30 then

had to be significantly better; not just a

car to match its predecessor, but one to

surpass it in every aspect.

We believe it’s doing just that; the

three-model New Generation i30 range

sets high standards in all automotive dis-

ciplines, with excellent design, quality,

safety, engineering, driver engagement,

environmental credentials and that

‘stand-out’ appeal that all great cars have.

And, of course, it remains truly Euro-

pean; designed and developed in Ger-

many and built in the Czech Republic,

with virtually all components sourced

from the continent, reducing the car’s

environmental footprint.

To all of the above, we have allied

Hyundai’s industry-leading Five Year Tri-

ple Care warranty package for complete

customer peace of mind.

Have we left European consumers

with any reason not to consider our car?”

FLEX STEER offers greater driver involvement with a choice of three modes

allan ruShForth, Senior vice PreSident and chieF oPerating oFFicer at hyundai motor euroPe

DEvELOPMENT – raiSing the Bar

Hyundai could have opted for simpler

and cheaper suspension for New

Generation i30, but this might not have

satisfied European drivers, so a sophis-

ticated multi-link set-up was chosen to

offer both good handling and ride quali-

ty. It was just one development issue

that was overcome to boost the car’s

‘European-ness’. Others included:

> Power and economy tweaks

> Development of three-mode

FLEX STEER for greater driver

engagement

> Refinement of ‘soft touch’

cabin materials

> Deciding to build a distinct

three-door design this time

Reliability and consistency drove first

generation Hyundai i30’s success,

prompting a demanding 24-month test

programme for its replacement.

This included Swedish winters to help

optimise durability, brakes and stability

management, but the programme was

tough on testers too, as they battled time

to ensure the new car met or exceeded

higher standards.

One group learned welding in order to

speed up transmission modifications; an-

other had constant colds from enduring

regular 60°C fluctuations while testing

the climate control’s ability to cope with

Europe’s varied weather.

And the chassis was honed by pains-

taking road testing across Europe.

Fortunately, after-work barbeques

helped problem-solving and bound

together the programme’s various

engineering teams.Testing was carried out across a variety of road surfaces and weather conditions

TESTINg – TWO rigorouS yearS

ENvIRONMENT – gREEN CREDIBILITY and credentialS

38

Environmental efficiency begins before

a New Generation i30 is built, and ex-

tends throughout its lifetime.

Most parts are sourced near the ultra-

modern production facility at Nošovice

in the Czech Republic, minimising trans-

port impact. Anxious to avoid harming

the aroma and taste of product from a

famous neighbour, the Pilsener Urquell

brewery, Hyundai also voluntarily

equipped the Nošovice paint shop with

the most advanced air-cleaning kit avail-

able. The result is a zero-emission fac-

tory, recognised by the Czech Republic’s

National Quality Award made to Nošovice

– no other motor manufacturer operat-

ing in the country has earned this cov-

eted accolade.

Post-production environmental excel-

lence is upheld by New Generation

i30’s powertrains, with fuel-saving six-

speed transmissions as standard and

CO2 emissions as low as 97 g/km –

allowing several diesel and gasoline

models to wear Hyundai’s Blue Drive™

eco sub-branding.

Another of Hyundai’s ‘made for Europe’ models is built on the production line in Nošovice, Czech Republic

> produCT spoTlighT

Five starsAn array of safety equipment gives New Generation i30 top marks

SAFETY – BEATINg the BeSt

Hyundai wanted New Generation i30 to

match and often exceed the best safe-

ty levels in Europe’s C-segment. The car

achieved a maximum five-star Euro

NCAP rating, with results including a

class-leading 90% rating for ‘child occu-

pant’ protection, and maximum points

for the 18-month-old and three-year-old

tests. Adult protection was also rated

at 90%, with praise for protection against

whiplash, while maximum points were

earned for the bumper’s protection of

pedestrians’ legs.

> ESC (Electronic Stability Control)

> VSM (Vehicle Stability

Management)

> ABS (anti-lock braking system)

> BAS (emergency Brake

Assist System)

> HAC (Hill Assist Control) to

prevent roll-back

> ESS (Emergency Stop Signal)

which flashes the brake lights

when an emergency stop is

detected

> LED headlamps with daytime

running lights

new generation i30 roll oF honour

Turkey’s Top Gear magazine has just

crowned New Generation i30 as its ‘Car

of the Year’.

The title can be added to a host of key

awards in the Czech Republic, Germa-

ny, the Netherlands, Poland, Slovenia and

the UK, gathered in just nine months

since the model launched in March 2012,

and culminating in shortlisting for the

continent’s most prestigious award,

European Car of the Year.

Allan Rushforth, Senior Vice President

and COO at Hyundai Motor Europe, said:

“It’s been an incredible introduction

for New Generation i30 – our centre of

gravity in Europe.

“It epitomises how far we’ve come

and demonstrates everything that makes

Hyundai’s products so appealing to

European customers. It continues to win

praise, and trophies, for its great style,

safety levels, practicality, comfort,

efficiency and value.”

The car’s design qualities were recog-

nised with two titles – ‘Best Interior’ and

‘Best Exterior’ – at the German Design

Council’s prestigious Automotive Brand

Contest.

The model’s ability to retain value has

been rated highly by independent

valuation analysts throughout Europe,

including Eurotax, L’Argus and Quat-

troruote.

challenging the claSS leader

The car widely considered as the

benchmark for the ‘C’ or family hatchback

segment was recently launched in 7th

generation form. And yet New Genera-

tion i30, the second generation of the

European model, betters the star in many

areas, notably:

Suspension – a sophisticated driver-

pleasing multi-link rear system comes as

standard on every i30, but others only get

this with certain trim levels

Longer wheelbase – makes for a roomier

cabin in the Hyundai

Warranty – Hyundai’s Five Year Triple

Care beats anything offered by rivals in

Europe by as much as three years

Going for the light – competitors may

offer an ‘extended’ sunroof, but i30 is

available with a full-length panoramic roof,

providing a more pleasurable passenger

experience

Load space – i30 has by far the bigger

capacity: 1.316 litres vs. the “leader’s”

1.270 litres

Value – i30’s starting price is 15.590

Euros vs. the 16.975 charged by its direct

competitors

Flexibility – Some competitors are sold

as three or five-door hatchbacks and we

wait to hear of plans for a wagon, while

i30 is offered in all three formats

39

40

Hyundai has made headlines over the

past two years with exciting new mod-

els and market share gains.

Less obvious is a quiet yet crucial rise in

the brand’s ‘X-Factor’ – how consumers

and business users perceive Hyundai –

shown by rising residual values (RV), which

drive down total cost of ownership (TCO).

Average European RVs for a four-year-

old Hyundai model reached 42,3% in July

2012 - up from 40,2% in July 2011 and

39,6% in July 2010 - according to inde-

pendent data from Eurotax and Bähr &

Fess.

Data across major European markets

also forecast that New Generation i30

would retain more of its original price than

direct rivals in the tough C-segment, with

RVs as high as 47% after 36 months.

Company analysts attribute this to in-

creased choice, quality, efficiency and

style from all new Hyundai vehicles, and

more ‘European-ness’ – 95% are de-

signed and built in the region. The indus-

try-leading Five Year Triple Care warran-

ty, also makes the brand’s cars more

desirable to European consumers and

businesses.

Hyundai’s eco-efficient Blue Drive mod-

els are liked particularly by fleets looking

for exceptional fuel economy and low CO2

emissions. But the biggest single TCO

factor is depreciation and the all-impor-

tant residual value left in the vehicle at

the end of a typical fleet life of 36 months

and 100.000 km – an area where Hyun-

dai is pushing the best.

Typically, the lifespan for a business ve-

hicle is three years, so when the opera-

tor sells the vehicle on, there is still two

years’ warranty intact while most com-

petitors’ warranties have expired. As a

result, the re-sale value for business us-

ers is higher as they benefit from the op-

erating reassurances of Five Year Triple

Care.

New Generation i30 offers business buyers the complete package

> CusToMers

hyundai geTs The x-FaCTor

> exeCuTive brieFing

how hyundai earned the X-Factor

> EXPANDED RANGE> FIVE YEAR TRIPLE CARE> RISING RESIDUAL VALUES> STEADY MARKET SHARE GROWTH> EFFICIENCY = LOWER RUNNING COSTS> DRIVING DOWN TOTAL COST OF OWNERSHIP> DESIRABLE DESIGNS FOR AND BUILT IN EUROPE

41

> CusToMers

4141

But, with the European economy still

misfiring and consumers worried about

prices and their jobs, selling cars contin-

ues to be a challenge. We can’t take our

eye off the ball, especially when there

is much to do in raising brand aware-

ness.

At the moment, surveys show that just

10% of respondents ‘know the Hyundai

brand well’. That’s just behind two well-

established brands that we can surpass

in all other respects.

However, we can grow in a challeng-

ing market if we turn that into a positive

“There is no doubt that Hyundai has

made up tremendous ground over the

past few years, in terms of product qual-

ity, desirability and market share.

And we can be proud of our acknowl-

edged strengths in styling and design,

equipment levels, attention to detail,

warranty and sponsorship.

There is also a good feeling around the

brand’s image. It’s no longer simply about

price, as shown by sales of more premi-

um versions of our cars and by greater

conquest business from rivals like Opel

/ Vauxhall, Ford and Renault.

mark hall, marketing director at hyundai motor euroPe, talkS aBout raiSing the Brand and the role oF hyundai’S amBaSSador modelS

that focuses our thinking. Customers

don’t want pessimism, they want a car-

ing and friendly brand delivering opti-

mism, customer satisfaction, quality and

smart technology that meet their needs.

This attitude is summarised by our glob-

al ‘Brilliant Moments’ campaign.

These qualities are demonstrated

most completely by two of our top-sell-

ing and Europe-derived vehicles – what

we call our ambassador models – New

Generation i30 and ix35.

From their premier positions in the C-

segment and C-SUV/crossover seg-

ments respectively, both can help shift

the Hyundai brand up the awareness lad-

der and into a ‘true value’ position we

believe will help us consolidate and build

upon the sales and brand gains of the

past five years.”

developing a Caring and opTiMisTiC brand

Mark Hall, Marketing Director at Hyundai Motor Europe

> exeCuTive brieFing

42

media watchwhat the PaPerS Say

AuTO zEITuNG, GERMANy

JuLy 2012

Hyundai i30 wagon: “Space for more. One of

the biggest trunks in the segment. The inside

seems much higher quality than its predeces-

sor’s. A car for value-conscious families.”

CAR, uK

JANuARy 2013

Hyundai Veloster Turbo: “It’s a WYSIWYG

(what you see is what you get) car – you

get a torquey blown engine; firm but not

stupidly stiff suspension; responsive brakes

and electric steering that’s weighty.”

> Media Coverage

applying ‘new thinking. new Possibilities’ to designing cars for europe and building them here continues to attract awards and enthusiastic media coverage. think again’s latest digest of news and reviews reveals yet more praise for two particularly European stars – New generation i30 and All New i40 – and how they show Hyundai is no longer only about price. there is also admiration for veloster turbo’s sporting credentials and a warm welcome for hyundai’s return to top level rallying.

43

L’ARGuS, FRANCE

MARCH 2012

Hyundai i30: “The five year warranty is not its only argument

any more. The i30 has made a lot of progress and is now on

par with European competitors in most of the disciplines. The

interior is the first pleasant surprise. The dashboard has high

quality and well-assembled materials.”

AuTOMOBILISMO, ITALy

JANuARy 2012

Hyundai i40: “Modern inside and out, pleasant to drive and

well-equipped, the new i40 has everything to succeed in one of

the most competitive market segments. It has good driving dy-

namics and a nice engine, even if it’s not super powerful.”

STuFF, FRANCE

DECEMBER 2012

New Generation Santa Fe: “In order to match the premium

brands, Hyundai subjected its famous ambassador to a major up-

grade. The new Santa Fe sets itself apart from its predecessors.

Much more seductive and upmarket, it has also been given a

very complete specification, from even the lowest trim level.”

AuTOPISTA, SPAIN

DECEMBER 2012

“Hyundai surprised everyone when they

confirmed their intention to compete in the

WRC from 2014. Even more so when they

not only told the world, but already had a

prototype to show of their i20 WRC car….

They are not coming to learn this time, but

to be at the top.”

media watchwhat the PaPerS Say

44

The Monte Carlo Rally was first held in 1911, but the special tests

that really drew rally fans were not introduced until 1953.

In 1955 the Col de Turini behind Nice was added and soon earned the

chilling nickname ‘Night of the Long Knives’, after religious wars of the

Middle Ages and the way the cars’ blazing headlights slashed through

the night while tackling the route’s infamous bends.

Many a scandal also arose on this testing

23-kilometre stretch, which reaches to just

over 1600 metres and has 34 hairpin bends.

In 1979 Björn Waldegard was leading in a Ford

Escort when confronted by two big rocks in

the road that he and his co-pilot had to move,

only to clear the way for Frenchman Bernard

on a kniFe edge in The MonTethe expression ‘night of the long knives’ was first used in the middle ages to describe political upheaval. For those with petrol in their blood though, it means a fearsome stretch of the monte Carlo Rally – Think Again drove it to find out why

45

> Travel

Darniche in a Lancia Stratos to win the Monte six seconds ahead of

Waldegard.

In 2005, spectators shovelled so much snow that the two leaders

Marcus Grönholm and Petter Solberg came off the road. Frenchman

Sébastien Loeb in a Citroën won instead.

Equally infamous are snowball fights between French and Italian fans

on this pass; up to 30.000 rally spectators make their pilgrimage to the

‘sacred mountain’ each year – even more in 2013, causing such traffic

chaos that the last two special tests had to be cancelled. And guess

who won again - a Frenchman.

When we took to the infamous stretch in our production New i20, we

couldn’t expect it to have the power to attack this curvy and sometimes

very narrow road from Sospel at racing speed.

But the car handled the rally mountain well:

its suspension had no problem with a road

that’s not exactly straight, and the compact

Hyundai took the tightest curves in its stride.

The pass road is deceptive though and no

sooner are you belting along a straight, than

three or four hairpin bends suddenly loom out

of the night – hard on the brakes even when

going up, and all the more going down.

But we gave our tough little car a rest at the

top while we sipped coffee (horrible) and en-

joyed a stunning view over the Mercantour

national park.

The i20 had done well despite typical Turini

road conditions: difficult. In our case, dry as-

phalt low down, with ice lurking in the shad-

ows, and then lots of snow near the top.

The car proved that the rally-developed i20

WRC has the pedigree to tackle the champi-

onship’s greatest challenges.

the car Proved that the rally-

develoPed i20 haS the Pedigree

to tackle the wrc’S greateSt

challengeS

It’s easy to lose count of all the hairpin bends - the Turini has 34

Bad coffee at the top of the pass - and a few souvenirs

46

> exeCuTive brieFing

“We adopted ‘New Thinking. New Pos-

sibilities.’ as our corporate maxim two

years ago, but unofficially it has driven

our business for far longer.

That‘s clear from the healthy position

we find ourselves in early 2013, having

planted new thoughts and possibilities

in the minds of our customers.

Five years ago, they might have bought

our cars simply for their value and a five-

year warranty.

Now they buy a Hyundai for many pos-

itive reasons, design, quality and high

standard levels of equipment. It’s these

which are set to deliver future brand

growth through customer satisfaction

rather than simply volume and price.

We now have one of the youngest

model ranges in the industry and design

is just one area changing customer per-

ceptions; 31% stated that design was

the number one purchase decision when

choosing a new Hyundai model. To give

this figure some perspective, 29% is the

industry average.

We also know customers love our gen-

erous equipment levels, high efficiency

allan ruShForth, Senior vice PreSident and chieF oPerating oFFicer at hyundai motor euroPe, talkS aBout changing PercePtionS oF the hyundai Brand

‘True value’ MaTTers More Than priCe

Allan Rushforth, Senior Vice President and Chief Operating Officer at Hyundai Motor Europe

46

47

> exeCuTive brieFing

Proof that we are moving in the right

direction is shown by our customer re-

tention rising from 43% in 2011 to 47%

last year to match the industry average.

Consequently, we are attracting cus-

tomers from rival brands: 12,7% of new

Hyundai customers came from Opel/

Vauxhall, 10,8% from Ford and 8,1%

from Renault.

But we are still short of the 30% un-

aided brand awareness average in the

market. Ours was just 16,9% last year

and we want that to reach the market

average by 2015. We are also conscious

of enhancing our brand image: we want

Hyundai to be seen as caring, positive

and optimistic about the future.

Our corporate social responsibility

campaigning, including Skills for the Fu-

ture and streetfootballworld has contrib-

uted to developing perceptions of our

brand in Europe.

Participation in the World Rally Cham-

pionship – seen as the toughest motor-

sport competition on the planet – will

also drive brand prestige and recogni-

tion.”

SATISFACTION GuARANTEED

Top Hyundai dealers across Europe have

already been judged on the excellence

of customer satisfaction – a key to our

‘true value’ proposition.

The first stage of the CS Excellence

Award led to 18 national winners of the

CS Superior category who then had to

undergo best-of-the-best analysis by an

expert jury appointed by Hyundai Motor

Europe.

Mystery shopping research was also

used to evaluate the quality of the top

performing dealerships.

These were measured on an exhaus-

tive range of criteria including: vehicle

handover, explanation of Five Year Triple

Care, demonstration of the car’s features

and controls, appearance of the service

department, and comfort of the waiting

area.

The finals were staged in Frankfurt,

Germany, with the top prize on the night

– ‘CS Overall Superior’ – going to Polish

dealership Marvel.

HyuNDAI ‘TRuE VALuE’ STARS

i40: Our flagship in Europe and

key fleet model. Pioneering

technological features presented

to Hyundai customers for the

first time

New Generation i30: Competes in

the highly competitive C-segment

- Europe’s ‘centre of gravity’. The

car most associated with Hyundai

ix35: Competes in western

Europe’s fastest growing market

segment. High aspirational and

emotional appeal for buyers

and low CO2 emissions, engine choices,

transmissions, trims, quality, safety and,

of course, Five Year Triple Care reassur-

ance. But it is the change in the value

perception that highlights new possibil-

ities as we go forward: 30% of original

i30 customers opted for high trim levels

– that has almost doubled to 56% for

New Generation i30.

The i40 democratises many new tech-

nologies to European buyers. Its exten-

sive standard specification – including

heated steering wheel, smart-parking

and lane-keeping assist systems – are

usually available only as options on high-

er-priced models from premium brands.

The premium trend is even more strik-

ing for ix35 – 72% of buyers select the

top trim level.

In our opinion, this proves customers

understand the ‘true value’ of Hyundai

cars and are ready to spend more to get

what they want at a still accessible price.

These customers are also more loyal

than those who buy on price, whose

heads may be turned by the next cut-

price deal that comes along.

All New i40 – pretty in any picture

48

Following the introduction of HB20 five-

door, and the imminent arrival of a sedan

and SUV variant, Hyundai is continuing

to ramp up production at its new US$700

million Brazilian production plant in Pirac-

icaba, located 160 kilometres northwest

of Sao Paulo city.

Hyundai’s global chairman Mong-Koo

Chung attended the grand opening in No-

vember 2012 and thanked the Brazilian

government for its support on the pro-

ject. The plant is the company’s seventh

outside Korea and will produce three Bra-

of the world. So far, students have

visited Brazil to build homes for the poor

and exchange cultural and social expe-

riences.

Hyundai Motor Group has also donat-

ed US$540.000 to Brazilian charity insti-

tutions such as Habitat for Humanity Bra-

zil, and backed the national government’s

scholarship programme, Science With-

out Borders.

This project enables selected students

to attend South Korean universities and

become interns in Hyundai companies.

zil-exclusive models – one of the world’s

top five auto markets.

Piracicaba features a fully-automated

welding facility with 100 robots and a

workforce of 2.000 and is set to produce

150.000 units annually, meeting Brazil’s

rising demand for Hyundai products.

Apart from a new motor plant, Hyun-

dai Motor Manufacturing Brazil is also

proud of the ‘Happy Move Global Youth

Volunteer Programme’ that, twice-year-

ly, selects up to 500 Korean university

student volunteers to work in all parts

Inside the Piracicaba mega factory

> produCTion news

NeW PlANT joINS gloBAl FAmIlY

49

Hyundai’s new plant in Piracicaba, Bra-

zil is pioneering a new parts supply set-

up called a ‘one-kit’ system.

For the past century of mass vehicle

production, workers have attached parts

pulled from stationary bins near their

workstations.

This may be a tried and tested meth-

od, but Hyundai believes it leads to ‘parts

redundancy’ – every parts station must

There’s a familiarity about the first Hyun-

dai designed for the Brazilian market.

The new HB20 echoes the ‘fluidic

sculpture’ design of Europe’s i20, and

its profile will benefit from that car’s

forthcoming entry into the World Rally

Championship.

But the HB20 is already well-estab-

lished in its own right, having been voted

2013 Brazilian Car of the Year.

Production started at Piracicaba in Sep-

tember, ahead of the new plant’s official

opening.

The model name references the initials

of “Hyundai Brazil” and its i20 relation.

Powertrain choices are three-cylinder

1,0-litre and four-cylinder 1,6-litre flex fuel

The kits – dubbed ‘lunch boxes’ at Pi-

racicaba’s workforce – are made up in ad-

vance at a ‘picking area’ before joining the

line, where the right part is simply plucked

out and put on the car. Apart from obvi-

ous gains in speed and efficiency, quality

control is automatically enhanced: since

each part is specifically assigned to the

vehicle being built, the ‘lunch box’ should

also be empty at the end of the line.

the fuel, which is mixed with gasoline to

produce the flex fuel used by 92% of the

country’s cars and light vehicles.

have bolts or screws, for instance – and

needless movements by assembly line

workers as they reach for the necessary

components.

At Piracicaba, most parts – usually the

smaller assemblies and components –

are placed in ‘kits’, which are transport-

ed by yellow automated robot vehicles

and transferred to a line running parallel

to the main production track.

units. Brazil grows vast areas of sugar

cane for conversion to bioethanol and is

the world’s second largest producer of

More than 2.000

employees and 100

robots work in harmony

> produCTion news

BRAZIl’S FIRST HomegRoWN HYUNDAI IS A WINNeR

HB20, the 2013

Brazilian Car of the Year

NeW BRAZIl FAcIlITY emBoDIeS ‘NeW THINKINg. NeW PoSSIBIlITIeS.’

50

Hyundai soccer ambassador and Germany international Lukas

Podolski has presented a €50.000 cheque to John Axster, co-

founder of streetfootballworld – the international pioneer for de-

velopment through football.

Part of the donation goes to KICKFAIR eV, a German educa-

tional organisation that partners with youth projects, schools,

voluntary groups and local street football schemes.

KICKFAIR is a member of streetfootballworld and one of five

bodies working on behalf of Hyundai within a pan-European

youth programme – Hyundai donates €250.000 across all these

schemes.

“As a long-time sponsor of UEFA, we not only promote pro-

fessional sports, but also socially responsible choices and pro-

jects delivering equal opportunities for young people, and de-

velop social skills support,” said Frank Thomas Dietz, Head of

Marketing & Public Relations at Hyundai Motor Deutschland

(HMD). The company has also extended its relationship with

Caritas – the confederation of Catholic relief, development and

social service organisations – until the end of 2014.

CEO of Hyundai Motor Deutschland, Jan-Markus Schrick, said:

“As a proud partner of Caritas for nine years, we have been in-

volved in many corporate social responsibility projects that ben-

efit children and families.

“Over the next two years we will now focus on tackling youth

unemployment, education projects for young people and sup-

porting Caritas in the area of environmentally friendly mobility.”

HYUNDAI geRmANY ScoReS TWIce FoR commUNITYnew relationships to benefit youth groups

Jan-Markus Schrick (CEO of Hyundai Motor Deutschland) and Prälat Wolfgang Tripp (Director at Caritas) extend the unique partnership

> loCal sTories

Journalists in Belgium have awarded the Fu-

turAuto technological innovation accolade to the

advanced zero-emission Hyundai ix35 Fuel Cell.

The world’s first mass-produced, hydrogen-pow-

ered fuel cell vehicle received the prestigious

award at the 2013 European Motor Show, beat-

ing 15 other candidates.

Targeted mainly at public sector and private

fleets, production started in Korea at Ulsan in

December 2012, with 1.000 units due by 2015,

before production is stepped up for wider use.

Municipal fleets in Denmark and Sweden have

already signed leasing contracts. The stored

hydrogen in ix35 Fuel Cell allows a range of 594

kilometres and a top speed of 160 km/h.

HYDRogeN STAR’S ToP AWARDhyundai ix35 Fuel Cell wins prestigious eco-award

Allan Rushforth accepts the FuturAuto trophy on behalf of ix35 Fuel Cell

51

Hyundai Motor Netherlands has applied ‘New Thinking.

New Possibilities.’ to its innovative online magazine, imotion.

hyundai.nl.

Not only does the website look sharp, it also has a special

section, ‘New Thinking’, reporting on how others push the

technology boundaries… Hyundai-style.

Current stories include a ‘swimming trash can’ inspired by

the whale shark; a huge beast that swims with its mouth open,

filtering and eating fish and plankton.

The can or drone will be saving sea life though, by gobbling up

the polluting litter dumped into the sea, such as plastic, drinks

cans and other garbage ready for recycling. Sea creatures them-

selves will be warned off by special signals from the drone.

iMotion also likes the ‘New Thinking’ behind Kingdom Tower,

by far the most ambitious structure in mankind’s ‘Inner Space

Race’ – the quest to build the world’s tallest structure.

Being built in Saudi Arabia and clearly intended to oust the

current title holder, Dubai’s Burj Khalifa (828 metres), Kingdom

Tower will be more than 1 km high when completed in 2017,

but the magazine makes the point: how long before others see

‘New Possibilities’ for something even higher? And from the

tallest, iMotion also reports on a building that is surely one of

the world’s narrowest – the Keret House in Warsaw, Poland.

Built between two neighbouring houses, this tiny proper-

ty measures just 72-122 centimetres wide, has no windows,

and the compact refrigerator holds just two drinks – no place

for a party.

PUSHING THE BOUNDARIES – HYUNDAI STYle

WAgoN BAcKINg SINgeR’S ToUR

dutch website focusses on unusual technology

italian singer provides the soundtrack to new generation i30

Dolcenera with her New Generation i30

Popular Italian singer Dolcenera strengthened

her relationship with Hyundai after featuring

on the quirky soundtrack for her country’s TV

commercial promoting New Generation i30.

Hyundai then became a named sponsor for

Dolcenara’s summer tour around Italy, in return

for use of an i30 throughout the programme

of dates.

This initiative is part of a range of high-profile

promotions by the brand in Italy that included:

the Hyundai Music Awards; ‘i30 Day’ – a con-

sumer competition and digital PR campaign de-

signed to show the versatility of New Genera-

tion i30 Wagon and making full use of social

media; and a joint media event with Pioneer

gaining quality coverage for ix20.

The latest ‘New Thinking’ from The Netherlands

52

Racing controversy has often obscured the other purpose behind

the building of Germany’s Nürburgring racetrack in 1927. But vehicle

testing has now returned to the fore with Hyundai’s decision to build a

x 5,5 million research complex, with direct access to the famous circuit.

The 3.050-square-metre facility will complement Hyundai’s existing

R&D centre in Rüsselsheim, Germany, where teams designed, engi-

neered and tested 95% of the 444.000 Hyundai cars sold in Europe last

year, including the top-performing i30, ix35 and i40 models.

Allan Rushforth, Senior Vice President and COO of Hyundai Motor

Europe, explained: “The new Nürburgring centre is a statement of

our intent to enhance the ride and handling

of our cars – a high priority for European driv-

ers – boosting the image and perception of

the Hyundai brand here.”

Regarded with both wonder and fear, the

Nürburgring was completed with four track

configurations, though the full 28,3 km course

wasn’t used for racing after 1939. Competi-

tion then concentrated on the shorter Nord-

schleife, or Northern Loop.

> r&d insighT

53

Conquerors of the circuit’s complexity were dubbed ‘Ringmasters’, but

many failed to master the infamous track. After several high-profile

crashes, the German Grand Prix was moved elsewhere.

Former world champion Jackie Stewart famously called the track

the “Green Hell” and despite efforts to improve safety, and the addi-

tion of a modern circuit in 1984, the Nürburgring is now rarely used

for competition.

It is now valued more for its other, original use: as a yardstick

for new vehicle developments, making it the perfect neighbour for

Hyundai’s new facility.

think againissue 3MarCh 2013

Published by: Hyundai Motor Europe GmbH,Kaiserleipromenade 5,63067 Offenbach,Germany

Editor-in-chief:Andreas Brozat

Editors:Stefan Ph. HenrichJames ParsonsKatharina VermillionWiebke BrunsTae Yong LeePFPR Communications

Photography: Uli SonntagRobert HoernigReinhard RosendahlGary Bryan

Art DirectorJörg Weusthoff

Design Weusthoff Noël

Production Henrik Nöbel, Das Produktionsbüro GmbH

Special thanks goes to the following contributors, without whom this edition of THINK AGAIN would not be possible:Mark Hall, Tae Hun Goo, Christian Loeer, Chris Hawken, Hans-Ulrich Goebel, Kerstin Müller, Javier Garcia, Dennis Elsweier, Askin Kahraman, Thomas Krull, Nina Hähnle and Marina Iem (all HME); Thomas Bürkle and Jürgen Grimm (both HMETC); Claudia Kasper (HMD); Marta Marchi (HMCI); Mike Belinfante (Hyundai Greenib Car); William Meerschaut (Hyundai Belgium) and to everyone else not mentioned but who contributed to the magazine.

> r&d insighT

new FaCiliTy Takes FaMous ‘ring’ Full CirCle

An architectural rendering of Hyundai’s new Nürburgring test facility

THE BEST STORIES START WITH DON’T TELL

START YOURS WITH THE NEW GENERATION SANTA FE.You never know when a bit of extra safety might come in handy. So with 7 air bags, including one for the driver’s knees and a 5* Euro NCAP safety rating, the New Generation Santa Fe is always ready to look after you and those you care for. For more brilliant moments visit youtube.com/hyundaimotoreurope

Fuel consumption in MPG (l/100km) for Hyundai Santa Fe: Urban 23.2-39.8 (12.2-7.1), Extra Urban 39.8-60.1(7.1-4.7), Combined 31.7-50.4 (8.9-5.6), CO2 Emissions 208-147g/km.

SP_WC_210x297_SantaFe_Best_Stories_Stairs_THINKmagazine.indd 1 07.02.13 12:05