Hyundai-Kia-Genesis have recently been stepping up their game internationally.
Hyundai Brand Strategy
Hyundai-Kia-Genesis, a trio of companies owned by the Hyundai Motor Group have recently been putting a lot of great efforts in the international market. Not many seem to speak about it, including themselves. While we stay confined within the walls of our residences, here is a read on Hyundai’s (and other companies’) strategy to expand their market share.
In my pragmatic innovations article, I had mentioned about the cameras that activated when you used your blinkers. I first remember seeing this feature in the Kia K900. Since then that feature has slowly been rolled out in every new car that came out from these companies. This pooling of innovations is helping all three companies establish a solid baseline that each one builds on in their own direction.
Obviously a turn signal innovation did warrant this article. It is the technology that Hyundai-Kia-Genesis have slowly been piling up on. Their infotainment system does not have any branding that goes with it, and yet is still one of the slickest systems in the market with many thoughtful additions. Most of all the autonomous driving system present in all their vehicles is shaping up to be the best in the market right now. Even though Hyundai does not collect as much data as Tesla does with their Autopilot, they still manage to make it a usable function.
Why I say this system is better than Tesla is pricing. Tesla does still have a much more sophisticated system that can drive you places by itself if the government says yes. But as a car enthusiast, I appreciate the lane keep and adaptive cruise control more than fully autonomous driving. The Kia Optima starts at $23,990(US), and a version with the aforementioned cruise control can be optioned in for $27,190. Traffic warriors will enjoy that cruise control more than anyone else, and most of all, it’s reliable and cheap. Since the tech is the same for preventive safety systems, you are inadvertently safer getting that option. So, bringing useful technology to the masses is something that everyone likes seeing, and Kia and Hyundai are doing just that.
While we are talking about pricing, the interior game of these manufacturers has also seen a leap in recent days. The badge and the font in the Hyundai Palisade’s interior are the only factors that prevent you from thinking that you are in an Audi or a Mercedes. This car starts at $32,000 and a nice looking one can be optioned for about $40,000. Even after the taxes this car is a bargain for how the interior is. This is a trend that is really good for the competition and I like seeing.
Not just from Hyundai, but it is a really good trend invoked by competition that markets are seeing today. Premium interiors, and large infotainment systems at an affordable price.
Following Apple (Sort of)
Design wise, these companies are willing more to experiment. It seems to me that at some point Hyundai decided that their brand must be more known in the international market. The way they are going about doing this is analogous to what Apple does. Take the AirPods, or even the iPhone 11. They are not very visually pleasing right from the off, but no-one can deny the fact that they are distinctive. Once the form factors have endured social acceptance, they stand out while not being awkward. It is indeed a leverage of a company’s existing presence to boost the same further, but has worked for Apple, and seems to be for Hyundai in the US.
Similarly, Hyundai’s designs are polarising, but you definitely cannot miss it. The 2020 Sonata looks a lot like the Le Fil Rouge concept that they showcased at this year’s auto expo. The chrome strip that runs right from the DRLs all the way to the back is very distinctive, some may like it, some don’t, but again, nothing denies the fact that you cannot miss it. Same story for the Hyundai Venue, which does not come in a neon yellow colour in India, but does in the US. So it’s quite clear that they are trying to push their brand to the audience, instead of playing it safe.
Until recently, Genesis, the luxury brand from Hyundai was not joining these two companies. In fact they were very conservative with their approach towards their products as they found their feet in the luxury market. But the 2020 Genesis G90 was a major departure from what they were doing till then. The grille in the Genesis G90 one ups the BMW 7-series in terms of size and price. They are another company to look for in coming days as they stabilise themselves in the market.
Even if, let’s say the Palisade does not do too well among the customers, the conservative-looking Kia Telluride is ready to make up for the lost sales. And that backup plan gives Hyundai, and companies like Volkswagen and GM to experiment with their products, and essentially create 2 versions of the same car. One radical and the other quite toned down.
The Situation in India
Hyundai holds a very different position in India as a manufacturer. They are only second to Maruti Suzuki, and are in no need to pushing their brand to the audience, as they are very well known here. But still the same strategy has found its way to India. But now that Kia is also here, they are seeming to open up a bit. Which is quite nice to see. Now I am not claiming that they are indeed ready to experiment because of Kia. This is the Creta that is sold internationally from the outside. But in general, these developments have occurred around the arrival of Kia in our market.
Let’s say you are in the market for an SUV in the Rs. 12-15 lakh range. You really like the Hyundai Creta, but are not a fan of the way it looks. Your other immediate choice would most likely be the Kia Seltos. Both cars get the same platform, engines, and Bose sound system. But the Creta gets a panoramic sunroof which the Kia does not. These cars have very different approaches to the exterior and interior. The Kia Seltos is a very solid car that does not take many risks. On the other hand Hyundai, with their Creta, and Venue are pushing a very different form factor. Again, even if the market does not receive this design very well, not all is lost.
Take a look at the Kia Sonet Concept showcased in the 2020 concept. Nothing crazy about that design. Even as a concept it looked pretty production ready. So once more, for people who do not like the way the Venue looks, Kia has a more mainstream version that will cater to a different set of audience. This is not something that only Hyundai-Kia-Genesis is doing. GM for example in the US has both Chevrolet and GMC making pickup trucks with radical and conservative approaches. But this particular example holds the most relevance to our market.
