Hyundai Will Launch 22 New Models In The Next 4 Years
|   Wednesday, December 18, 2013
Hyundai has big plans for the European market, but the Korean manufacturer wants to move cautiously on the Old Continent. As explained by Allan Rushforth, head of operations for Hyundai Europe, the representatives of the brand want sustained growth per capita which does not "deflate" over time due to aggressive sales campaigns.

Among the first steps of this offensive is the launch of 22 novelties, up to 2017, the novelties being represented by new models and facelifts.
We can expect a full refresh of the range, even though Hyundai has several models which have received a new generation in the last year.

"The market in Europe remains a very competitive environment in the coming months. For our brand, 2013 was a transition year in which we reaped the rewards investments, which have started to provide positive results. Our main goal is to further increase the quality of our operations, even if it means that we can not maintain our market share. Before I was a mark of conquest, most of the customers are first driving a Hyundai. Now we change the angle of approach to the business and maintain our customers, especially through measures that help us take back old customers when they seek a new car," said Rushforth.

Byung Kwon Rim, Hyundai Motor Europe President added "For Hyundai to be a top global brand we have to be a top European brand. We have become a European car maker. In the future we are even more committed to Europe".

For 2014, Hyundai has expectations from the new generation i10 and the Genesis sedan. While the new i10 will make large sales in Europe, the Genesis sedan is expected to get about 1,000 units sold in 2014. It is the second most expensive model ever offered by Hyundai, and is targeting a niche segment, the premium sedans market, close to the E segment. This car competes with BMW's 5-Series and Mercedes-Benz's E-Class models.
The brand also wants to up the i10's profit margins by selling more high-spec versions.

Cruise control and a heated steering wheel are some options on the new model. Plus, the i10's premium version has equipment not regularly found in its range, like Bluetooth connectivity with voice recognition.

"We've focused on offering basic cars in the past but encouraging customers to choose the highest specifications is more profitable and more beneficial for our brand image," said Mark Hall, Hyundai Europe marketing boss.

The Volkswagen Up's powerful brand appeal and the Fiat Panda's functionality were used as references to develop the i10. Like the ongoing model, the new i10 will only be sold with 5 doors and will see a choice of 2 gasoline engines with no diesel option.

Hyundai expects a market share of 3.5 percent in 2014, while the target for 2017 is a five percent market share in Europe. The end of the year will find the people at Hyundai with a European market share of about 3.5 percent, 0.1 points lower than the one in 2012.
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