think
AGAiN
September 2012
The magazine from Hyundai Motor Europe
THE RETURN
TO WRC
HYUNDAI REVS THE ENGINE
OF A RALLY-READY i20
1
> Foreword
Welcome ...
“ New Generation
Santa Fe builds
on the strengths
that have firmly
established this SUV
not only as a global
favourite but also
as an established
sub-brand in
itself”
Dear friend,
Welcome to the second issue of THINK AGAIN, through which
the planet’s most punishing arenas
we hope to provide you with insight into the many exciting activities
for production-based vehicles, letting
taking place within the Hyundai family around Europe.
us demonstrate our engineering
excellence on the world stage.
Our presence in the region has developed significantly during recent
years, and Hyundai is now a major contributor to the economic
You will immediately notice sportiness
prosperity and well-being of Europe’s citizens.
in the styling of the exciting New
Generation i30 three-door, the latest
Several of our new initiatives show our commitment to the
addition to our ‘made for Europe’
environment, including production models that offer class-leading
family. Designed at our research and
CO2 emissions, and Blue Drive models that bring together a host of
development base in Germany and
features to lower fuel use and emissions. You can also read about
manufactured in the Czech Republic,
our hydrogen-powered ix35 Fuel Cell that combines real-world
New Generation i30 three-door
range with zero emissions.
reiterates our commitment to Europe.
We’re proud to introduce the New Generation Santa Fe, which
Hyundai is not only at the heart of the
builds on the strengths that have firmly established this SUV not only
European automotive industry but also
as a global favourite but also as a successful sub-brand in itself.
at the heart of Europe’s communities.
Another car that’s equally at home when the going gets tough has
It’s a pleasure to share our news with
just been unveiled, as we prepare for our return to the World Rally
you – thank you for your continued
Championship (WRC). The New i20-based car will contest one of
support.
I hope you enjoy the magazine!
The New Generation Santa Fe has arrived
Tak-Uk Im
President of
Hyundai Motor Europe
2
3
SIGHTS OF THE
WORLD’S MOTOR
SHOW CAPITAL
READYING A
RETURN TO THE
SPECTACULAR
WRC
06
HYUNDAI’S
EURO 2012
FAN PARKS
ATTRACT
MILLIONS
46
Photo: jovannig - fotolia.com
24
20
14
THE
CROWDPLEASING
i-ONIQ
ELECTRIC
SPORTS
CONCEPT
ON THE
SANTA FE
TRAIL
34
20
18
i30 RANGE
EXPANDED
WITH
THREEDOOR
THE LATEST
NEWS FROM
BRAZIL AND
AROUND THE
GLOBE
LOOKING TO A
SUSTAINABLE
FUTURE WITH
THE HYDROGENPOWERED
ix35 FUEL CELL
30
ALLAN
RUSHFORTH
ON HYUNDAI’S
EUROPEAN
SUCCESS AND
COMMITMENT
37
14
ALL
NEW i40 –
DESIGNED
FOR
EUROPEAN
TASTES,
COLLECTING
EUROPEAN
AWARDS
38
HOW
HYUNDAI’S
CZECH
FACTORY
MINIMIZES
ITS ENVIRONMENTAL
IMPACT
42
44
NEWS
FROM THE
MARKETS
AROUND
EUROPE
ON THE
CLUB
CIRCUIT
WITH
HYUNDAI’S
MOST
ENTHUSIASTIC
OWNERS
50
12
MEDIA WATCH: WHAT THE PAPERS SAY
17POWERTRAIN BOSS JÜRGEN GRIMM ON THE EMISSIONS CHALLENGE
19
TAYO OSOBU ON THE COLOUR AND TRIM OF i-ONIQ
32
DISHING UP A KOREAN MENU
51
EDITORIAL DETAILS
4
5
> WRC – World Rally >Championship
MOTORSPORT
Hyundai is back
in top flight
international
rallying
6
IT WILL BE RETURNING TO THE
FIA WORLD RALLY CHAMPIONSHIP
(BETTER KNOWN AS THE WRC),
WITH A RALLY-READY VERSION
OF THE NEW i20 MODEL
7
> MOTORSPORT
The car being put through its paces
across a range of road surfaces
Hyundai has previously participated in WRC
8
9
> MOTORSPORT
All placeholder
Engineers worked
tirelessly to ensure a
competitive return to
the WRC for Hyundai
Engineers
working on
WRC programmes
develop cars
from standard
production models,
enhancing them by
including
aerodynamic
add-ons,
4x4 systems, turbochargers
and sequential
gearboxes, as well
as other high-tech
equipment.
Hyundai is poised to return the FIA World
At the end of 2003 season, after a suc-
Rally Championship (better known as the
cessful four years of WRC competition,
WRC) with a rally-ready version of the
Hyundai decided to switch funds out of
New i20 model.
the rally budget and withdraw from the
championship. The focus shifted to pre-
The WRC is one of the world’s toughest
paring a performance rally car by setting
forms of motorsport, and the vehicle has
up an in-house WRC team in Europe.
been engineered to compete across a
Finally, Hyundai satisfied the long-term
number of extreme terrains and weather
preparation of world-class rally-car tech-
systems: from tarmac to gravel and from
nology and decided to return to WRC.
searing heat to icy conditions, all tackled with speed and spectacular sideways
Mark Hall, Marketing Director at Hyundai
cornering.
Motor Europe, believes it’s the perfect
time for Hyundai to sharpen its focus on
“The World Rally Championship also offers
Speculation is rife about a Hyundai com-
ic add-ons, 4x4 systems, turbochargers,
The company’s involvement in the sport
rallying: “It is globally recognized as one
the most technologically diverse challenge
petition car, with few details of its specifi-
sequential gearboxes and other hi-tech
began in 1998, when it competed in the
of the most dramatic sporting series on
for a manufacturer to be involved in. Par-
cation available.
additions.
F2 class of the WRC for two seasons. In
Earth. It’s a spectacle filled with excite-
ticipation demonstrates engineering excel-
1999, the team announced it would step
ment and dynamism – the perfect em-
lence and helps to enhance the manufac-
World Rally cars are based on 1,6-litre pro-
up to the top class in 2000, with a fully
bodiment of the Hyundai brand.
turer’s road-going offering in the future.”
duction models, with dramatic aerodynam-
developed WRC car based on the Accent.
Aerodynamic
aids, such as the
large rear wing, will
help stability and
cornering precision
10
11
> Global News
LATIN LAUNCH: HYUNDAI’S
BRAZILIAN BABY REVEALED
VELOSTER GOES WINDOW
SHOPPING AT HARRODS
Hyundai’s unique coupe stars in a window display at London’s top
department store featuring the best of Korean technology
Shoppers in London’s prestig-
were swelled with thousands of
ious Knightsbridge area were
extra visitors, the Harrods exhibition
able to feast their eyes on the
was well timed. Hyundai’s coupe,
Hyundai Veloster coupe recently, as
with its range of Korean-developed
the car was at the centre of a unique
and built technologies, fitted in
Harrods window display.
perfectly with the with exhibition’s
The store collaborated with the
Chang-Kyun Han,
President of Hyundai
Brazil, unveils the new
HB20 model
GAME ON FOR
VELOSTER
technology-driven theme.
Korea Trade-Investment Promo-
Hyundai UK Managing Director
tion Agency and hosted an exhibi-
Tony Whitehorn commented: ”Like
The Veloster Turbo has proved its fun creden-
tion called ‘Korea Loves London –
everything else in Harrods, the
tials by being featured on the latest Gameloft
Innovation and Technology 2012.’
Veloster has been designed to
Asphalt 7: Heat tablet and mobile game.
As London became the home of
the Olympic Games, and its streets
be stylish, great value and of the
highest quality.”
Suitable for Android and iOS platforms,
Asphalt is one of the most popular games of
its type, with over 50 million downloads so far,
and has won praise for its mix of high definition
images, round-the-world locations and action
2.000 people directly; another 3.000 will
packed scenarios.
‘We are thrilled to be partnering with
be employed at supplier companies.
Brazil will become the seventh coun-
Hyundai to offer our fans, and those of the icon-
try outside Korea where Hyundai cars
ic brand, an even bigger selection of vehicles,’
Hyundai has unveiled details of the HB20,
i20 supermini. The model also demon-
are made; it is also one of the most
said Alexandre Tan, Business Development
its first Brazilian-built model.
Director at Gameloft.
strates significant regional commitment
world’s most important emerging new car
The stylish, compact ‘B-segment’ car
from Hyundai, as it is to be built at an
markets.
will offer South American buyers a home
ultra modern manufacturing facility in
grown take on Hyundai’s mix of innova-
Piracicaba.
On sale from October, the HB20 will
coupe to be featured in the game, as it also
compete in Brazil’s biggest and most hot-
features the high performance, rear-wheel
tion, value and ownership satisfaction,
With an annual capacity of 150.000
ly-fought segment, and will play a vital
in a car that will slot into a similar mar-
vehicles, the plant represents an invest-
role in expanding the 3,3 percent overall
keting segment to the highly successful
ment of $600 million, and will employ
market share Hyundai enjoyed in 2011.
WORK STARTS ON CHINESE COMMERCIAL VEHICLE PLANT
Ground breaking ceremony paves way for plant that will build 150.000 trucks and buses annually
Veloster takes prominent Brompton Road window space
drive Genesis coupe.
PEAK PERFORMANCE: GENESIS COUPE’S PIKES
PEAK HILLCLIMB WIN
America’s 2012 Pikes Peak International Hillclimb has been
won by Rhys Millen in a Hyundai Genesis coupe racecar.
Work has started on a plant in China’s
of Hyundai Motor. ‘Hyundai’s advanced
He stormed the 12,42-mile, twisting mountain circuit in
Sichuan Province that will be open in
technologies and experience, combined
9 minutes and 46,164 seconds; a world record and some
two years time, giving Hyundai a strong
with Nanjun Auto’s growth potential, will
five seconds ahead of the 2011 winner ‘Monster’ Tajima.
presence in China’s massively expanding
quickly make Sichuan Hyundai a compet-
commercial vehicle market.
itive player in the market.’
For the first time the event was run entirely on
tarmac – in previous years the iconic hillclimb challenged
A 50:50 joint venture with China’s
12
The Veloster Turbo isn’t the only Hyundai
competitors with loose surfaces – and proved ultra
Sichuan Nanjun Automobile Group Co.
‘The auto industry is expected to grow
competitive. The second-placed car finished less than
(Nanjun Auto), it represents an invest-
dramatically in this region,’ said Jiang
two hundredths of a second behind the victorious, turbo-
ment of around 3,6 billion Chinese Yuan.
Jufeng, Governor of Sichuan Province. ‘By
charged, V6 Hyundai coupe.
‘Today, Sichuan Hyundai officially enters
building a new plant here, Sichuan Hyundai
Rhys Millen is a veteran of the challenging, world famous
the Chinese commercial vehicle mar-
will quickly become a leading commercial
Colorado-based event, and credited the turbo and subtle
ket,’ said Hanyoung Choi, Vice Chairman
vehicle manufacturer in China.’
Senior executives from Hyundai and government
officials start building new plant
aerodynamic changes as giving him the edge this year.
13
> PRODUCT SPOTLIGHT
> PRODUCT SPOTLIGHT
ON THE
SANTA FE
TRAIL
Photo: doris oberfrank-list - Fotolia.com
Hyundai’s New Generation Santa Fe aims to storm new
European sales heights. Yet its status as the marque’s
first truly global model is underlined by retention of
the Santa Fe name, despite the success of the i and ix
nomenclature seen on Hyundai’s latest European models.
Think Again takes to the Santa Fe Trail to discover more
about a potential world-beater
The famous Santa Fe
Trail which started in New
Mexico and finished in
Missouri
The original Santa Fe was Hyundai’s first
to the car’s reputation for dependability and
native Indian tribes, and death by Rattle-
it signifies are valued highly by the SUV’s
SUV and is credited with establishing the
flexibility.
snake bite, but the trail was not sidelined
loyal customers.
marque in the USA, as well as achieving big
14
Heading north-east from Santa Fe, New
until the railway reached Santa Fe in 1880.
While the New Generation Santa Fe
success in Europe. This talismanic name,
Mexico to Franklin, Missouri, through arid
The aura of the Santa Fe name – Santa
builds on the strengths of its predecessors,
associated with the mystique of the Wild
plains, desert and mountains, travellers
means ‘Holy Faith’ in Spanish – is certainly
the styling it wears is very much its own:
West’s famous Santa Fe Trail, has added
risked violent lightning storms, attack by
appreciated by Hyundai, while the qualities
the distinctive ‘Storm Edge’ design is
15
> PRODUCT SPOTLIGHT
Did You Know?
>It’s Hyundai’s
first car with an
active hood to
aid pedestrian safety
>A lane departure
warning system and
seven airbags add to
high-level safety
specification
>Rear luggage space is
class-best: 534 litres
with the front five
seats upright
Jürgen
Grimm, Head
of Powertrain,
Hyundai Motor
Europe Technical
Centre
A fresh approach to combustion is one of many
innovations brought to the sports utility sector
by the New Generation Santa Fe
Hyundai powertrain boss Jürgen Grimm
isn’t wasting energy driving transmission
explains how this helped the car meet tough
components that are not being used to move
new Euro 6 emissions requirements.
the car. Our manual gearboxes also need less
oil, so less energy is needed to move this, and
The New Generation
Santa Fe creates an
imposing figure within
any cityscape
inspired by the ‘Fluidic Sculpture’
match customer preference and
What significant challenges did you face to
the oil itself is less ‘sticky’ so it moves more
make the new Santa Fe Euro 6 compliant?
easily while lubricating the transmission.
Diesel engine technology was the key here.
We’re proud of the mix of clean combustion
We knew we had to further clean up
and low friction technologies developed for
emissions while still meeting market demands
this car.
styling of the marque’s recent
with self-levelling rear suspension
conditions – and a Smart Parking
European models.
fitted as standard.
Assist System option helps drivers
It is also longer, lower and wider
Hyundai has also added its first
access tight spaces.
than before, while retaining a 2,7-metre
active hood. This rises to reduce
An all-new Euro 6-emissions compliant
wheelbase and five or seven-seat
collision force with a pedestrian,
150 ps 2,0-litre ‘R’ diesel engine is part of
reviewed the entire combustion cycle, and
Beyond Euro 6, what areas are you
configurations. The athletic pose is
lowering injury risk, while lane
a three-strong low-emission powertrain
pioneered an advanced technology we call low
looking to improve?
line-up to suit European customers.
pressure exhaust gas re-circulation (LP-EGR)
We are working on smaller engines offering
for the Santa Fe’s 2,0-litre ‘R’ series diesel.
higher efficiency without compromising
underpinned by lightweight/high-strength
departure warning alerts the driver if
steel and aluminium bodywork pioneered
the car drifts without an indicator being
on the multiple award-winning i40.
activated – a potential lifesaver in
into force until September 2014, but
‘tired driver’ situations.
this unit emits just 159 g/km of CO2
This all contributes to enhanced
comfort, refinement and safety, and
will help sustain popularity so far worth
A 19th-century
depiction of the
gruelling Santa
Fe Trail
stability and class-leading towing ability,
A more eco-friendly front-wheel drive
variant is another first, complementing
Euro 6 compliance does not come
For us LP-EGR represents a major step
How will Hyundai hit its next CO2
forward. This clever technology transfers
targets in 2015 and 2020?
(VGT) to deliver maximum torque at
cleaned exhaust gas from behind the diesel
We will definitely meet the 95 g/km CO2
particulate filter back into the combustion
targets set for 2020 - we’ve already shown
process, improving how soot is burned and
this with the 84 g/km New i20 Blue.
the familiar 4x4; the latter offers excel-
low revs for best performance,
than 350.000 in Europe, since the
lent on-road grip in default ‘auto’ mode
economy and driver satisfaction.
original’s 2000 debut.
plus good off-road potential.
FLEX STEER makes its debut on a
performance and refinement.
How does this work?
and uses a variable geometry turbo
2,56 million units globally, and more
European cars have steering,
for more economy and performance, so we
Its re-engineered diesel partner, the
197 ps 2,2-litre ‘R’ with VGT emits just
suspension and brakes tuned to local
Hyundai SUV here too – Comfort,
147 g/km CO2 – the lowest in the
tastes, plus enhanced high-speed
Normal and Sport steering modes
segment.
The line-up is completed by the
‘Theta II’ 192 ps 2,4-litre GDI (direct
injection gasoline) unit with 202 g/km
CO2 emissions.
lowering the combustion temperature, which
then improves NOx gas emissions – vital to
But how will bigger cars like the Santa Fe
meet Euro 6 standards.
meet such targets and what are the key
factors in CO2 reduction?
But why isn’t the latest Santa Fe fitted
We are actively developing fuel cell and hybrid
with Intelligent Stop and Go stop/start?
systems, but tyres, aerodynamics, and weight
It simply wasn’t needed. Thanks to LP-EGR, it
reduction in areas like glass and sound proofing
meets the most up-to-date emission
will all play a part. Making our own steel also
requirements anyway, and stop/start would
allows us to take weight out of a vehicle
have added significant extra costs.
structure while retaining strength – this has
Those enduring the gruelling 1.400
Media have
praised the New
Generation Santa
Fe’s spacious and
comfortable cabin
16
already won awards for models like the i40.
km Santa Fe Trail in its 19th century
Hyundai has developed its own automatic
heyday would surely have been
and manual transmissions for this car.
Where else do you see developments?
Do these add to its environmental
Transmissions will be more efficient, and
friendliness?
some will have more gears. Expect intelligent
Very much so. The six-speed automatic has a
electronics too, that anticipate different driving
de-coupling system for when the car is idling
styles and work out how to aid efficiency and
and stopped in traffic. This ensures the engine
comfort - big challenges, but exciting ones.
grateful for the New Generation
Santa Fe’s comforts and technological
advancements.
17
> DESIGN FOCUS
THINK AGAIN spoke to
Tayo Osobu, head of
interior colour and trim at
HME TC, about Hyundai’s
latest concept vehicle.
ELECTRIFYING DESIGN
HIGHLIGHTS BOLD NEW
POSSIBILITIES
What emotions are expressed in i-oniq?
The whole interior is sporty and luxurious, radiating
optimism and energy – exactly what we think the
Hyundai spirit is.
What inspired the interior of i-oniq?
Current universal design trends, notably the
replacement of grey shades with vivid,
optimistic colours.
What elements of the interior design are you
most proud of?
The user interface components, including the
steering wheel touch screen menu and floating
acrylic cluster with multi-layered projection, which
It’s clear that the current ‘Fluidic Sculpture’ design philosophy
The roof ensures great space for rear
ground display for navigation, entertainment and other information.
embodies Hyundai’s ‘New Thinking. New Possibilities’ maxim perfectly.
passengers, while adding to the overall
Luxurious interior materials have been used throughout, but you would
dynamic appearance.
be wrong to expect a gas-guzzling engine to power this beefy yet sump-
It has already spawned two further ‘possibilities’: the Storm Edge
look for the New Generation Santa Fe, and the futuristic lines for the
Futuristic and carefully balanced supercar-
inspirational i-oniq range extender electric sports hatchback concept
style doors open upwards and to the side
Instead, the drivetrain comprises an innovative 1,0-litre, three-cylin-
shown at the Geneva Show.
as well and, combined with the easy move-
der petrol engine generating up to 45 kW (61 ps), mated with an 80
tuous eye-catcher.
The car’s looks were penned at Hyundai Motor Europe’s Technical
ment of the front seats, allow easy access to a
kW (109 ps) lithium-ion electric motor powered by a 55 kW generator.
Centre – see our interview on the facing page with the cabin’s designer
comfort-orientated rear ‘lounge’, designed to
The i-oniq can travel 120 km (74 miles) on electric power only and up
Tayo Osobu – and drew many admiring visitors to the Hyundai stand.
contrast with the sporty front cabin.
The 4,4-metre i-oniq also features distinctive elements, such as the
The advanced driver interface features
‘penthouse roof’ and LED headlights, hinting at the car’s advanced
‘floating’ instruments, enabled by multi-
electric and range extending technology.
layered projection, plus a large back-
to 700 km (435 miles) with petrol engine assistance, while emitting with
just 45 g/km of CO2. The concept can reach a top speed of 145 km/h.
bring us closer to future-generation customers.
Which early ideas didn’t make it onto i-oniq?
The opalescent mirror effect for the windows, to
merge metal and glass surfaces into one sculpture.
Unfortunately the coating wouldn’t vaporize onto
the huge windscreen.
How is fluidic sculpture conveyed through
the interior?
The interior theme flows through the car interior,
radiating energy and light.
How does it differ from previous interiors
you have worked on?
To emphasise the interior’s premium aspect we
used the most upmarket materials, like finest
quality Nappa leather with a slightly metallic
effect and silky touch.
We developed new materials; a wood whose grain
and colours blend perfectly with the interior´s
colours and surfaces; and a special silver coating
The sports hatchback,
i-oniq, took centre stage on
Hyundai’s booth at the 2012
Geneva Motor Show
18
Futuristic interior
offers sporty front
cabin and comfortorientated rear cabin
that reflects both warm and cool shades. We also
refined, with BASF, the suede-like spray-on seat
trim Steron, engraving it with a discreet pattern to
produce richness and sophistication.
19
> PRODUCT SPOTLIGHT
> PRODUCT SPOTLIGHT
i30 RANGE
EXPANDED
WITH
THREE-DOOR
Hyundai is using the Paris Motor Show for the global
debut of the New Generation i30 three-door model
New Generation i30
three-door joins the family
to expand Hyundai’s
European C-segment
presence
20
It is the first time the marque has pitched a
of all i30 sales across Europe – around 12.000
a valuable addition to the New Generation
more dynamic styling and the three-door
‘made for Europe’ car of this format into the
units out of 120.000 in a full year.
i30 family:
proposition.”
hard fought C-segment.
Allan Rushforth, Senior Vice President and
“We expect to attract more consumers from
Thomas Bürkle, Chief Designer at Hyundai
It joins already well-received five-door and
COO of Hyundai Motor Europe, said that
a wider demographic range to Hyundai,
Motor Europe Technical Centre in Rüs-
wagon models and should account for 10%
despite the lower demand, the three-door was
including younger buyers drawn to the
selsheim, stressed how the newcomer
21
> PRODUCT SPOTLIGHT
Top, the New Generation i30 three-door is the latest addition to the range.
Middle, the five-door hatchback was unveiled at the 2011 Frankfurt Motor Show,
later joined by the wagon variant (bottom). All three bodystyles are produced at
Hyundai’s Nošovice plant, Czech Republic.
The panoramic
sunroof floods
the cabin with
natural light
Thomas Bürkle,
Chief Designer
at Hyundai Motor
Europe Technical
Centre
“ALL THREE i30
BODYSTYLES
WERE CONCEIVED
SIMULTANEOUSLY.
THE THREE-DOOR
EVOKES THE
MOST EMOTIONAL
RESPONSE
THROUGH ITS
MORE DYNAMIC
APPEARANCE”
manages to convey a clear family link yet
Most noticeable are new treatments for
New, more powerful engines top the
wear its own distinctive style:
the front and rear ends and a sportier
diesel and gasoline line-ups, delivering 128
profile due to a sharply raked beltline, more
ps and 135 ps respectively.
“We conceived all three i30 bodystyles
angular glasshouse and longer front doors.
simultaneously to ensure that, whether
Buyers can also tell the three-door cars
The three-door is built alongside its sisters
viewed individually or as a family, these
apart from its siblings by specifying a
at the company’s plant in Nošovice, Czech
cars have coherent design and share a
unique 16-inch alloy wheel design and a
Republic, and benefits from exemplary
harmonious character.
new orange trim option to fit the sportier
safety genetics: the New Generation i30
image.
five-door and wagon have already secured
the maximum five-star rating in Euro
“The three-door evokes the most emotional response through its more dynamic
Depending on the national market, the New
NCAP’s impact assessment programme,
appearance, making it stand out as the
Generation i30 is offered with a choice of
including a class-leading 90% score in
sportiest of the trio. It was our aim to
up to three diesel and three gasoline units,
the ‘child occupant’ category. The New
create a successful design for the three-
all low emission, with power outputs from
Generation i30 wagon was the seventh
door that – from every angle – displayed
90 to 135 ps and six-speed transmissions
consecutive Hyundai model to attain the
clear points of difference between it and
as standard.
top rating.
the five-door car.”
22
23
> Paris
Showtime
in Paris
Photo: Beboy - Fotolia.com
Paris attracts more than 1,4 million visitors for the
biennial Mondial de l’Automobile. THINK AGAIN speaks
to Patrick Gourvennec, Managing Director of Hyundai
Motor France, and looks at what else visitors can
do besides admiring the latest cars
24
25
> Paris
The Mondial is a
unique event – we’re
proud to welcome
the world’s media
and Hyundai family
to celebrate
with us
Patrick Gourvennec,
Managing Director,
Hyundai Motor France
Those attending can also be tempted by so many
other things to do in the French capital – home to
Newly founded in 2012, Hyundai Motor France (HMF) has joined the European network of
Hyundai subsidiaries and is looking to build on the successes of the brand in one of Europe’s
largest car markets. Patrick Gourvennec, Managing Director of HMF, reflects on hosting the
world-famous Mondial, and reveals how the brand is increasing sales in France.
more than 2,2 million people and a known centre
for food, art and culture.
The city’s icon is the Eiffel Tower, built
originally as a temporary structure to promote the
1889 World Fair, but now the undisputed head
of an enviable list of many sights including the
What does it mean to have one of the
leading motor shows. It’s a chance to share
Arc de Triomphe, cathedral of Notre Dame,
biggest motor shows take place in
our positive news with media and consum-
cathedral of Sacre Coueur looking out over
your city?
ers attending the event, as well as the wider
The Mondial is a truly unique event –
world. From motorsport to future technol-
arguably the biggest and best show in the
ogy – and of course the global debut of the
automotive industry. We’re incredibly proud
third member of the i30 family – we’ve got
to welcome the world’s media and the
a fantastic range of stories to communicate.
the picturesque Montmartre district, and the
LE FUTUR, MAINTENANT.
treasures of The Louvre.
Many have featured in the movies, some of
the most famous being:
An American in Paris (1952) – Gene Kelly and
global Hyundai family every two years to
Paris to celebrate with us.
So, if it’s a global event, in what way is it
Leslie Caron dance their way across Parisian
directly relevant for HMF?
backdrops. It helped put Paris on the tourist map
How do you overcome the challenges of
Hyundai is a growing brand in France.
again after World War II.
hosting such an event?
We are now a subsidiary of the parent
The combined experience of the HMF team
company and are experiencing a steady rise
totals many decades… and many motor
in demand that’s reflected in our increased
shows! So our careful preparation for the
market share – by the middle of the year,
Mondial includes everything from anticipat-
we had reached 1,4%.
to providing customers with exactly what
To what do you attribute the
they need to truly ‘experience Hyundai’.
rise in sales?
© Mondial de l’Automobile
ing the requirements of media on our stand
Casablanca (1942) – the action plays out in
Casablanca during World War II, but the plot
10H-20H — NOCTURNES JEUDI & VENDREDI JUSQU’À 22H
Paris expo Porte de Versailles
hinges upon a whirlwind pre-war love affair in Paris
BILLETS EN VENTE — MAGASINS AUCHAN, CARREFOUR, CORA, E. LECLERC, FNAC,
GALERIES LAFAYETTE, GÉANT, SYSTÈME U, VIRGIN MEGASTORE
w w w. m o n d i a l - a u t o m o b i l e . c o m
#MondialAuto
www.facebook.com/mondial.automobile
Established in 1898, Paris
held the world’s first motor
show – which is now
Europe’s busiest
between Humprey Bogart’s club owner and
Ingrid Bergman. Resigned to losing her a second time, Bogart utters the immortal line: “We’ll
always have Paris.”
More than ever, customers are choosing
Would you say this year’s show is any
Hyundai with their hearts as well as their
Individual European car markets are dwarfed by those of China
Midnight in Paris (2011) – a Woody Allen film
different from previous editions?
heads, thanks to the more emotional design
(17,7 million vehicles) and the USA (12,6).
widely tipped as a future classic, starring Owen
Every year, more companies seek a
of our cars. Also, the cars we sell are made
greater share of the attention with ever
more interesting and innovative news and
products. I’m pleased to say that Hyundai
or in Turkey.
But Europe as a whole, excluding Russia, was worth 13,6 million car
Wilson as a screenwriter struggling to finish
for Europe – and almost 70% are produced
sales last year and wields huge influence upon the global car industry.
his first novel and on vacation in Paris. He finds
close to home, either in the Czech Republic
Nowhere is this clearer than at the continent’s motor shows: the
himself transported back in time to the city in
26
annual Geneva show is reckoned one of the most prestigious and
the 1920s.
attracts 700.000 visitors, while the biennial Frankfurt show is the world’s
has a really exciting story to tell in 2012, and
biggest, sprawling across up to 12 exhibition halls.
The Da Vinci Code (2006) – it will never be
the products and announcements revealed
What’s next for the brand in France?
in our press conference reflect that.
We’ve been making good progress during
But Paris – held at the French capital’s Paris Expo centre on alternate
a classic, but being based on Dan Brown’s
what has been a tough time for everyone
years to Frankfurt – is Europe’s busiest by far and occupies a special
page turner made it a ‘must see’ that serves a
What’s the significance of the
involved in the French automotive industry.
place, having been established in 1898 as the first ever motor show.
generous slice of Paris sights, starting with the
show for Hyundai?
Despite the challenges of the wider
Formerly known as the Salon de l’Automobile it became known
Louvre and including the Palais Royal, the Hotel
As a major player in the European market,
economy, our aim is to continue the positive
as the Mondial de l’Automobile or ‘world motor show’ in 1988 –
Ritz and Place Vendome, Saint-Sulpice and Bois
our brand attracts significant attention at
trend and focus on the opportunities ahead.
recognition of its revered status and its 1,4 million visitors.
de Boulogne.
27
> Paris
The icon of Paris,
the Eiffel Tower
was originally
a temporary
structure but now
heads an enviable
list of many sights
people as well as a picturesque and dramatic
But not everyone seeks the familiar Parisian sights; the well-run Metro
THE MARKETS – the French are famous
underground network puts all parts of the city within easy reach and
for their markets and those in Paris are
here are some suggested alternative sights:
every bit as engaging as the city itself.
place for a stroll.
Notable graves include French singer Edith
Piaf; Irish playwright/novelist Oscar Wilde;
French novelists Victor Hugo, Marcel Proust
and Honoré Balzac; Hungarian composer Franz
Liszt; and American rock star, Jim Morrison
of The Doors.
Photos: goodluz, Beboy - fotolia.com
They can be found open on any day some-
28
THE POMPIDOU CENTRE – despite frequent jokes that ‘it will
where in the city and the pick of the crop is:
be nice when it’s finished’ this brutal piece of industrial-style
Marché aux Puces (curios, vintage clothes,
architecture in the Beauborg district shows how Paris can produce
memorabilia and antiques), Marché aux Fleurs
modern crowd pullers too. Named after former French President Georges
et aux Oiseaux (flowers), Marché Bastille
Pompidou and opened in 1977, it houses a vast public library and Europe’s
and Marché Monge (food), and Marché
largest museum of modern art.
Saxe-Breteuil (clothing and food).
BOAT TRIP ON THE SEINE – not so alternative perhaps, but you may
TOUR DE MONTPARNASSE – regarded
be surprised at how much can be discovered and seen from the great
as one of the ugliest landmarks in Paris. So
river, or channels and canals off it. Many trips take in a quarter size
why go there? Because this 210-metre sky-
replica of the Statue of Liberty, standing on its own island like the
scraper is the tallest in France, giving
46-metre high New York original – a gift to the people of the USA in
spectacular views across the capital, which
1886 from its fellow republic of France.
(keen photographers please note) exclude
the Tour de Montparnasse yet include the
PERE LACHAISE CEMETERY – the biggest cemetery in Paris and one
tourists’ favourite, the Eiffel Tower, though
of the world’s most visited, being the last resting place of many famous
visitors there can go higher, to 279 metres.
29
> Media coverage
Auto Strassenverkehr
Media Watch
What the papers say
AUGUST 2012
New Generation Santa Fe: “Generous space and
comfortable seats make the cabin a pleasurable
experience. The frugal powertrains and clear
functionality offer a great step over its predecessor.”
4
COCHES
2 de septiembre deL 2012
NOVEDAD Hyundai i30 CW
Gana capacidad
Algo más largo que la versión sedán, ofrece más espacio interior y maletero y un buen precio
Hyundai’s ‘New Thinking. New
Possibilities’ approach to building cars
for European tastes continues to pay
dividends, with awards and enthusiastic
media coverage across the continent.
In our latest digest of news and reviews
from key titles, we read some consistent
messages: design, value, low running
costs, comfort, good dynamics – and
even favourable comparison with
premium brands, in the case of the
New Generation Santa Fe
TOP GEAR, UK
AUGUST 2012
All New Veloster Turbo: “The strange and imaginative
arrangement of the doors has raised the profile of both
the Veloster and Hyundai as a whole.”
AUN MEJOR. El i30 con carrocería familiar supera a la versión compacta gracias al mayor espacio.
Mª ÁNGeles PUjOl
MADRID
A
unque tan solo el 7% de
las matriculaciones del
segmento corresponden
a versiones con carrocería
familiar, Hyundai no ha querido renunciar a una parte de ese porcentaje y, tras el lanzamiento del i30,
ahora amplia la gama con la llegada del i30 CW (cross wagon), denominación que la marca coreana adopta
para las versiones familiares. El hecho de poder ofrecer más capacidad
de carga y una mayor polivalencia
son buenos argumentos para que el
usuario se incline por este tipo de coche. Máxime cuando, además, la relación precio-equipamiento es muy
favorable, considerando el descuento que la marca aplica a todas las motorizaciones.
GANA ESPACIO Respecto a la versión sedán, este i30 CW es 19 centímetros largos alcanzando los 4,49
metros, aunque la distancia entre
ejes es la misma. El diseño de la carrocería es el mismo, al menos hasta la zaga, donde un portón de generosa apertura da paso a un maletero
que ofrece 528 litros que puede ampliarse hasta 1.642 si abatimos el respaldo trasero, con lo que ofrece unos
valores muy próximos al i40 CW.
En el interior, no hay cambios en
cuanto a diseño respecto al sedán
pero lo que sí es cierto es que ahora
atrás se pueden acomodar sin problemas tres adultos ya que el túnel cen-
Auto Motor und Sport
DISEÑO EUROPEO. Tanto los interiores como el equipamiento ha sido diseñados por la marca pensando en el conductor europeo y sus necesidades.
tral ha rebajado su altura lo que es
un alivio para el ocupante de la plaza central, aunque sea un niño. También hay un mayor aprovechamiento de los huecos para hacerlos de mayor capacidad, como ocurre con la
guantera y en los de las puertas.
fICHA TéCNICA
HYUNDAI i30 CW
La Versión diéseL de 110 CV
también puede disponer
de un Cambio automátiCo
de seis VeLoCidades, pero
esta sí paga impuesto de
matriCuLaCión
De 19.690 a 30.290 €
MOTOR
cilindrada
potencia
veloc. máxima
acel. 0-100 km/h
consumo medio
dimensiones
peso
emisiones
precio
1.6 GDi
1.591 cc
135 CV
192 km/h
10,2 seg.
5,8 litros
1.6 CRDi
1.582 cc
110 CV
185 km/h
11,8 seg.
4,3 litros
4,49 x 1,78 x 1,50 m.
1.268 kilos
1.365 kilos
130 gr/km
113 gr/km
19.690 €
20.390 €
1.6 CRDi
1.582 cc
126 CV
185 km/h
12,1 seg.
5,6 litros
1.385 kilos
149 gr/km
26.540 €
VARIEDAD MECÁNICA La oferta
de motores para nuestro mercado
comprende una versión de gasolina
dotada del motor 1.6 GDi de inyección directa que rinde 135 CV y provisto de un cambio manual de seis
marchas. En diésel la gama la integran dos motores de 1.6 litros, uno
con 110 CV que puede ir con cambio manual o bien automático, ambos de seis marchas, y otra versión
con 126 CV que sólo está disponible
con un cambio automático de seis
marchas.
Cuatro son los niveles de equipamiento: City S, Tecno S, Style Sport
y Style S Sport. El más básico incluye
de serie elementos como aire acondicionado, ocho airbags, retrovisores y elevalunas delanteros eléctricos, equipo audio con MP3 y CD,
guantera refrigerada, volante regulable en altura y profundidad, anclajes Isofix, ordenador de viaje y faros
antiniebla entre otros elementos.
El acabado Tecno S se amplia con
llantas de aleación, climatizador,
control de velocidad o retrovisores
plegables eléctricos, entre otros.
El precio oscila desde 19.690 hasta 30.290 euros según motor y acabado. De todas maneras, Hyundai ofrece un descuento de 2.500 euros para
el acabado City y de 3.000 euros para
el resto de acabados además del programa Triple Descuento: cinco años
de garantía sin límite de kilometraje, cinco años de asistencia en carretera y cinco años de control preventivo del vehículo. H
El Periódico
AUGUST 2012
SEPTEMBER 2012
New i20: “The most frugal internal-combustion
New Generation i30 wagon: The larger version of the i30
engine comes from Hyundai. Fuel consumption
offers a more spacious cabin and luggage space for a low
is 3,2 litres/100 km, but it’s the three-cylinder
price. The second row comfortably seats three people
turbo that really brings this car to life.”
thanks to the lowered transmission tunnel.
L’ARGUS, FRANCE
30
AUGUST 2012
COCHE ACTUAL, SPAIN
New i20: “The i20 was too discreet, so
AUGUST 2012
the New i20 strengthens its personali-
New Generation Santa Fe: “Captivating.
ty. Rivals are generally more expensive.
It breaks with the style of the previous
Good environment due to sufficient space
Santa Fe and matches the image of the
in the back for adults and generous trunk
new generation of Hyundai products, by
space. The dashboard combines neat
improving comfort, practicality and
ergonomics with lots of storage.”
dynamics.”
31
> food
Pick from the
Korean menu
Bibimbap - rice mixed with meat,
vegetables, red pepper paste and
naengmyeon or cold noodles.
Kimchi – Korea’s national dish comprises
cabbage coated with a spicy mix that might
include bean paste, soy sauce, garlic,
ginger, pepper flakes, onion, chives and
others. It is then covered but left out of
the fridge to start fermentation, developing
a sour but rich flavour rather like German
Sauerkraut.
Kimchi is also used in other dishes and
may be eaten at any meal, being not just
popular for its flavours, but also vitamins
and beneficial bacteria it contains and the
belief that it benefits digestion and the skin.
Kimchi stew – originally a popular use for
Photo: Pinkybird – istockfoto.com
red cabbage kimchi, which is sauteed,
Food is a key to Korea
There can be few countries where so much significance
and culture is attached to food as it is in Korea
other ingredients such as fish and meat,
it is now a popular dish in its own right
and frequently served with more kimchi
on the side.
Vangnyeom tongdak or Korean fried
chicken – Korea’s upmarket answer to
KFC (Kentucky Fried Chicken) is coated
wedding or birthday tradition, where they are thought to symbolise
with a sweet, spicy red sauce overlaying
good luck.
a batter that allows the chicken to retain
There are also food celebrations for the first weeks and months of
its succulence.
a baby’s life; the third week is known as ‘samchil day,’ and is marked
by a visit from family and friends, who share seaweed soup and beef
Chimaek or chicken and beer – is not
broth with the mother. Food celebrations also occur when a child is
so much a dish, but a favourite pairing for
a hundred days old and when he or she reaches their first birthday.
a celebratory meal or night out.
A simple but much loved classic is deok or rice cakes, served when
spicy sauce to which various ingredients
Fast forward several decades and a Korean with children who is
relatives, friends and neighbours stage a celebration or simply get
may be added such as sliced fishcakes, fried
celebrating a 60th birthday - an event known as ‘hoegap’ - can expect
Samgyeopsal or pork slices – these are
together. The city of Kyongju even has a rice cake festival.
vegetables, cheese or even a fried egg.
his or her children to arrange a lavish traditional meal for their big day.
cooked at home, but it is a big Korean
But there are regional differences in the look, colour and recipes
for these cakes, which are also used in another Korean favourite
The dish is a familiar initiation to Korean food
for overseas visitors to the country.
This will almost certainly include Kimchi or fermented cabbage - Ko-
dining out favourite too. Thick slices of
rea’s national dish. When westerners hear that this dish is fermented,
uncured un-seasoned pork belly is cooked
Rather less exotic is plain rice but, along
they usually pass up on a taster without acknowledging that yoghurt
on a grill at the table by diners themselves,
This is Korea’s best known fast food, often being sold in the big
with seaweed soup, this is a familiar feature
is a fermented food and Kimchi is actually closely related to German
then dipped in a spicy pepper paste and
cities by street vendors; the rice cakes are cooked with a sweet and
of birthday celebrations while noodles are a
Sauerkraut.
eaten with other side orders (banchan).
Ddukbokkie (dok-bok-ee).
32
chopped and stewed with noodles and
33
> Product spotlight
> Product spotlight
LOOKING FORWARD TO A SUSTAINABLE
FUTURE WITH THE HYDROGENPOWERED ix35 FUEL CELL
Hyundai signs with
hydrogen legislators
Hyundai has been involved in a wide range of initiatives and partnerships
to help promote hydrogen fuel cells as a future solution to Europe’s
transport requirements. In May 2011, Hyundai signed a memorandum
of understanding (MOU) with the City of Copenhagen, fuel cell producer
H2 Logic, and Hydrogen Link with the aim of establishing a hydrogen
infrastructure in Copenhagen, and provided two ix35 Fuel Cell vehicle
for a test drive attended by mayors of the capital cities of Denmark,
Norway, Sweden and Iceland. Latterly, the ix35 Fuel Cell was selected
by the European Commission-backed ‘Fuel Cells and Hydrogen Joint
Undertaking’ (FCH JU) to be used as a demonstration vehicle to test
and promote hydrogen fuel cell technology in a real-world environment. In January 2012, Hyundai signed an MOU along with twelve
other industry participants to launch a scheme called UKH2Mobility,
Hyundai is at the forefront of implementing a
Europe-wide hydrogen refuelling infrastructure
which will investigate the potential for hydrogen as a fuel for ultra-low
carbon vehicles in the UK.
HYUNDAI IS PREPARING TO TAKE
ITS FUEL CELL PROGRAMME FROM
EXPERIMENT TO COMMERCIAL
REALITY WITH THE ix35 FUEL CELL
This year, the remarkable zero-emission
ix35 Fuel Cell will become Hyundai‘s first
commercially available fuel cell vehicle.
Examples of the hydrogen-powered SUV
are set to be built from the end of 2012;
they will be leased predominantly to businesses and public bodies, beginning with
15 vehicles for the City of Copenhagen.
At the heart
of the ix35
Fuel Cell is the
zero-emission
fuel cell
system
Here Dr.-Ing. Sae Hoon Kim, Principal Research
Now the European Commission and national
Can anyone own an ix35 Fuel Cell?
Engineer at Hyundai’s Eco-Technology Centre
governments have concrete plans and finance
The car will mostly be leased to corporate
discusses the car and the strategy behind it.
earmarked to roll out appropriate fuel stations,
users, since there are still many restrictions on
and this helps make fuel cell cars much more
supplying fuel cell vehicles to private customers.
viable.
However, since the ix35 Fuel Cell has a
Drivers of the ix35 Fuel Cell, which is
capable of 160 km/h, will be able to
How much has the ix35 Fuel Cell changed
travel 588 km on a single charge. The
34
from the prototypes seen at events like the
compact, hybrid style battery, it won’t be leased
zero-emission car emits only water
Hyundai has made a huge commitment
membrane. The process of creating an
Geneva Motor Show?
Will Hyundai partner other companies to
separately. As for leasing conditions, this is a
vapour, and is the culmination of over a
to fuel cell vehicles, having opened the
electrical current occurs in three stages:
We’ve made a few minor styling changes, but
roll out infrastructure and develop the
very specialist vehicle and so we will look at
decade’s intensive research and testing.
world’s biggest research and develop-
Hydrogen gas flows over the anode,
there have also been significant under-the-skin
technology?
those on a case-by-case basis.
With energy stored in a high tech, 24 kW
ment facility for the technology. Its first
causing it to split into positively charged
developments to improve overall performance.
We’re doing this already, working closely with
lithium-polymer battery jointly developed
fuel cell prototype, based on a Santa Fe
hydrogen ions and negatively charged
Fuel economy and range have been increased
a variety of interested parties, especially
What sort of back up will ix35 Fuel Cell
with electronics giant LG, the car is ca-
sports utility vehicle, made its public
electrons. The polymer electrolyte
by very nearly 10 per cent, and we’ve ‘tuned’
regarding development of the necessary
drivers have?
pable of starting in temperatures as low
debut in 2000. This was followed four
membrane only allows positively charged
the car’s dynamics to suit European tastes.
infrastructure, and helping to educate people
Anywhere where there’s internet access our
as minus 25 degrees Celsius. Electricity
years later by a Tucson FCEV prototype,
ions through – the negatively charged
about this exciting technology.
specialist engineers can monitor the condition
generated by the compact fuel cell of the
powered by an 80 kW (109 ps) fuel cell
electrons travel along an external circuit
Why are you launching the car now?
ix35 Fuel Cell is used to produce 100 kW
system. Fuel cells operate by turning
to the cathode, creating an electrical
We’ve chosen our timing based on the
What happens next?
Europe-wide vehicle data acquisition system
of power (the equivalent of 136 ps for an
chemical energy from hydrogen into
current. At the cathode, electrons and
expected availability of hydrogen refuelling
We plan to produce ix35 Fuel Cell vehicles at
for them. Should an issue arise the cars
internal combustion engine) endowing
electromechanical energy. Inside a fuel
positively charged hydrogen ions
points. They’ve barely been established, so
our Ulsan plant in Korea from December, and
automatically send mobile phone alerts to
the car with similar performance, equip-
cell, a positive anode and negative
combine with oxygen, from air, creating
there’s been a reluctance to market cars
we expect all of them to be with customers
our engineers.
ment and usability to a standard ix35.
cathode sandwich a polymer electrolyte
water as the only waste product.
that couldn’t easily be re-fuelled.
by 2015.
of each vehicle, and we’re setting up a
35
> Product spotlight
> Executive briefing
Record-breaking ix35 Fuel Cell
passes real-world tests
A truly European citizen
Allan Rushforth, Senior Vice President and
Chief Operating Officer of Hyundai Motor
Europe, talks about its European success and
commitment to the region
After the long trip
from Norway, using
only existing hydrogen
refuelling stations,
the ix35 Fuel Cell and
its crew make it to
Monaco
Allan Rushforth,
Senior Vice President
and Chief Operating
Officer of Hyundai
Motor Europe
forces with the JA-YE (Junior Achievement-Young Enterprise) organisation, to
develop a Europe-wide ‘Skills for the
Future’ initiative, intended to give 10.000
students the skills and expertise to forge
successful careers in today’s ultra
competitive jobs market.
Then there’s our long-term involvement with top-flight European football,
36
Ahead of its supply to public and
credentials of the ix35 Fuel Cell as a
itself more than capable of dealing with
private fleets in Europe, the Hyundai
practical car, but also the increasing
them. Next, the ix35 Fuel Cell took part
These are exciting times at Hyundai, and
Much of our research and develop-
UEFA, which has seen the company
ix35 Fuel Cell car has been taken on an
accessibility of Europe’s hydrogen refuel-
in the ZERO Rally across Sweden and
it’s remarkable just how far the business
ment takes place at facilities in
closely involved in UEFA EURO tourna-
extensive, Europe-wide shakedown test.
ling infrastructure, which has been keenly
Norway. Driven by a team of Hyundai
has come in a short space of time.
Rüsselsheim, Germany, while our
ments since 2000, and currently we’re
Experts from the Zero Emissions Resource
supported by Hyundai in recent years.
representatives and journalists, the
Part of that success has been under-
production facilities in Turkey and the
committed until 2017.
Organisation (ZERO) drove two ix35
The C-segment ix35 Fuel Cell, which
vehicle completed the 314 km regulari-
standing what our customers want, and
Czech Republic are some of Europe’s
Again, this involvement has a practi-
Fuel Cell vehicles from Oslo, Norway to
visually gives little away about its
ty rally, finishing fourth in the hydrogen
in Europe we’ve done that in a practical
most modern car plants – 70% of the
cal payoff, thanks to Hyundai’s support
Monte Carlo, Monaco, and did so in
ground-breaking technology, travelled
class, beating several mass-manufactured
way, by establishing much of our
cars we sell in Europe are locally built.
of the ‘streetfootballworld’ programme,
real-world conditions. What made this
from Gaustad in Oslo, via Denmark,
electric, plug-in hybrid and bio-fuelled
research and development, and manu-
record-breaking 2.260 km drive so spe-
Hamburg, Cologne, Karlsruhe and
vehicles. The ZERO Rally is an annu-
facturing base here.
cial was that the ZERO team only used
Freiburg in Germany and Sassenage in
al competition for zero or low-emis-
existing hydrogen filling stations for
France, before arriving in Monte Carlo
sion cars. The 2012 Zero Rally’s route
refuelling, whereas previous attempts over a
five days later. The drive was intended
took in the Green Highway – the world’s
similar distance have used support
to prove the usability of fuel cell pow-
longest ‘clean’ highway – between Sunds-
vehicles, or a mobile refueller. How-
ered cars on a range of normal roads and
vall, Sweden and Trondheim, Norway.
ever, by making use of existing stations,
in a variety of sometimes challenging
ZERO and Hyundai proved not only the
conditions, and the ix35 Fuel Cell proved
exemplified by our partnership with
In an unprecedentedly tough market,
intended to help 10.000 underprivileged
we’ve enjoyed strong growth. Last year’s
young Europeans develop leadership
Distinctively styled models like the
sales were up 11,5% on 2010. Demand
skills through football. An investment of
New Generation i30 and All New i40
in the first half of 2012 increased by
€250.000 shows the depth of Hyundai’s
are real Europeans, because they are
12,2% year-on-year, to 266.000 units, or
commitment to this scheme.
locally designed, and have the looks,
3,4% of the total market, so we’re well
Hyundai is a world-class business, but
features and dynamism needed to
on target to hit 3,5% by the year’s end.
it’s also a European citizen, something
succeed in a mature, sophisticated
Hyundai’s regional investment goes way
our ever-expanding team in the region
market.
beyond building cars. We’ve joined
fully understands.
37
> PRODUCT SPOTLIGHT
> PRODUCT SPOTLIGHT
A FAMILIAR
FACE...
Frankfurt, Germany,
is a popular European
city for Koreans
FROM A FARAWAY PLACE
Photos: Eskimo71, Jörg Engel - Fotolia.com
Could a familiarity and understanding of
European culture explain the multiple
awards won by Hyundai’s European
D-segment flagship model, the i40?
Think Again investigates
European design
The All New i40
was designed and
engineered in
Rüsselsheim,
Germany
38
Hyundai’s i40 has won many awards across
ers have failed to hit the button with their
The biggest European Korean communi-
Malden seen as the Korean community and
Europe since an acclaimed world debut at the
own consumers.
ties are: the UK (45.500), Germany (31.500),
business hub for that country.
Geneva Motor Show 2011.
On the other hand, perhaps Koreans know
This should be no surprise, when the car
more about what makes Europe tick than you
was designed specifically for Europe, yet
might expect – many Korean ex-patriates live
many of the continent’s native manufactur-
here.
France (15.000), Sweden (7.000) and Italy
(4.500).
The UK has the world’s 12th largest concentration of Koreans overseas, with New
Koreans from all over the UK also gathered
in this London suburb to follow the fortunes
New family member
Sedan bodystyle joined
the line-up after its launch
at the 2011 Barcelona
Motor Show
of the Korean national football team in the
2002 World Cup.
39
> PRODUCT SPOTLIGHT
Customer care
Five Year Triple Care
comes as standard
with every i40 sold
in Europe
THE GREAT EUROPEAN
Germany’s concentration of Koreans
Not surprisingly, clear signs of Korean
is business driven too, with many in
presence across Europe are ethnic
“i40 is a flagship
vehicle for Hyundai –
our first model in the
highly competitive
D-segment that’s
designed and
engineered in Europe,
for Europe – that has
clearly and quickly
established itself as
a true contender,
demonstrating
our successful
product localization
strategy.”
the Frankfurt area, Germany’s financial
shops, market stalls and restaurants, with
capital and an obvious base for the Bank
bibimbab (mixed rice dishes) and banchan
of Korea‘s European head office and some
side dishes being most popular with
130 other Korean companies.
visitors.
Koreans in France have also tended to
concentrate, mainly in the populous Mont-
But how can we measure Europe’s liking
parnasse district on the capital’s Left Bank
for the i40 – a car designed to meet its
The i40 wagon version, for instance,
Most recently, the i40 landed a
– best known for its contribution to the
tastes?
artistic and creative life of the capital.
picked up the ‘Company Car of the
prestigious all-new award from Spain’s
The views of motoring writers – reput-
Year’ award for its segment in Germany,
El Mundo and Marca Motor – the Unidad
The strong connection between Swe-
edly the toughest judges to please – have
presented by Firmenauto and vehicle
Editorial Award which recognizes style,
den and Korea is less obvious, but stems
prompted many awards, but plaudits have
inspection and appraisal organization,
value for money and safety.
from the hospitals and humanitarian aid
also come from company car and busi-
DEKRA.
provided by the former during the 1950-
ness sector professionals, who scrutinize
The i40’s build quality, safety and
the i40 is is one of only a few Hyundai
53 Korean conflict.
running costs and any reliability and oper-
innovation were also recognized by a Gold
models that are imported here from
ating downtime issues.
Award at the high-profile EuroCarBody
Korea.
It seems the least European aspect of
Lighting the way
Striking LED daytime
running lights
complement the
hexagonal grille
Spacious cabin
All New i40 offers
occupants unrivalled
roominess and generous
cargo space
Conference.
Allan Rushforth
Senior Vice President
and COO
Hyundai Motor Europe
40
41
> manufacturing
GREEN,CLEAN AND SERENE: A
PLANT FROM ANOTHER PLANET
Beyond the plant itself, Hyundai has reduced the environmental footprint of major components being delivered to the
plant by having its supplier park much
closer to the site than at other modern
plants – saving 200 truck movements a
day.
THE €1,12 BILLION
HYUNDAI MOTOR
PLANT AT NOŠOVICE
DEMONSTRATES
RESPONSIBILITY TO
ITS NEIGHBOURS
AS WELL AS THE
ENVIRONMENT
You might take offence if you were
landscaping around the plant, which has
This attention to environmental detail
accused of “being from another planet”.
scrupulously clean streets and walkways,
has not gone unnoticed; Nošovice has
But in the case of Hyundai’s Nošovice
its own parklands and attractive hillside
received a National Quality Award in the
surroundings.
Czech Republic, the country’s highest
facility, it could only be a compliment,
as this showcase vehicle manu-
Inside the plant is a reception and VIP
appreciation of a quality production
facturing plant really does look like it
area that could be a flagship hotel lobby,
process in all its stages. No other
arrived from outer space and landed
high quality amenity space between the
motor manufacturer operating in the
gently in the surrounding area.
factory halls, and more fastidious atten-
country has received this accolade.
Built in just two years and opened
in 2008 at a cost of 1 1,12 billion – the
tion to cleanliness in production areas.
Carmaking might not be the ‘heavy’
biggest foreign investment ever seen
industry it once was, but the plant is
in the Czech Republic – some 1.100
absent of flying sparks, fumes and noise.
plants and trees were painstakingly
Due in part to high levels of assembly
removed and stored before any of the
line robotization, this relative silence
factory’s huge 2,5 x 1,5 km footprint was
enables many production floor meetings
excavated. The greenery was then
and discussions to be held without ear
carefully replaced as part of high-quality
protection.
Petr Vaněk, PR Director
at Nošovice tells THINK
AGAIN how the plant is
going the extra mile to
be a good neighbour:
“Nošovice expects to build
300.000 cars in 2012 and runs
as a 24-hour operation, but
only for five days a week – we
want our employees to have the
weekend to themselves. And
it’s not just our workers we
look after. The famous Pilsener
Urquell brewery is one of our
nearby neighbours. To avoid
harm to the sensitive smell
and taste of their product, we
voluntarily equipped the paint
shop with the most effective
closed-cycle air cleaning
equipment available. The result?
A zero-emission factory with
Europe’s best liquid technology
treatment.”
42
Clean efficiency: 300.000 cars a year are produced at the heavily-robotized Nošovice
factory, which is the result of the biggest-ever foreign investment in the Czech Republic
43
> local stories
SAILING SUCCESS IN SWEDEN
Hyundai sets sail in Sweden
JOURNALISTS
MAKE THEIR OWN i30
Dutch journalists get first-hand taste of building an i30 on Nošovice assembly line
Hyundai Sweden mixed traditional and new media to spearhead its marketing this year.
Six Dutch journalists discovered just how well made Hyundai’s
The traditional was a superb racing yacht to attract customers; an extensive coastline makes sailing one of Sweden’s
favourite sports.
With ‘Hyundai’ emblazoned on its 30,5-metre hull – making it
i30 wagon is by building cars themselves.
Hyundai afloat –
lucky test drive winners
joined some 80 races
The journalists, from Dutch Television, Business News
Radio, Quest, The Netherlands’ biggest magazine, and De Telegraaf,
one of the largest racing sailboats in the world – the craft also
its largest newspaper, donned overalls and got to work at
proved to be the fastest sailboat in Northern Europe this year,
Hyundai’s Nošovice plant in the Czech Republic to produce their
regularly achieving 30 knots.
own vehicles.
Not surprisingly, this thrilled onboard guests during
With a little help from the plant’s workers, the journalists
some 80 races this year – people who had won test drive
got first hand experience of the work that goes into making a
promotions for the Hyundai ix35 model.
modern Hyundai, a process which normally takes 19 hours
Consumers attracted to Hyundai Sweden’s other flagship
and 20 minutes from the steel being rolled for the body to the
promotion faced rather different elements.
complete car leaving the assembly line.
Claim the Key was conceived to launch the new Veloster and
Highlights on the 7,5 km production line included the stamp-
combined a live competition at Stockholm’s Central Station, a
ing, welding, press and assembly shops. At each point in the
website - claimthekey.com - and Facebook. It attracted 16.000
process Hyundai’s media guests were involved in vehicle
entrants via the station stand, half a million website hits and
assembly and construction, and when cars finally rolled from
10.000 ‘shares’ on Facebook.
the production lines, they were given the opportunity of
driving their own handiwork.
Driving Finnish football
POLICE RECRUIT ix20
Hyundai helps Finland’s game-changers of tomorrow
Czech police clean up patrols with natural gas powered ix20
Finnish football is on the up thanks to
Municipal police in the Czech city of
Hyundai, who are working with Finland’s
Ostrava have taken delivery of two units
football association, to promote young
of the compressed natural gas powered
soccer talent in the country. The estab-
ix20.
lishment of a €1 1.000 fund aims to help
The cars, built at Hyundai’s Czech
junior football teams across the country
Republic plant in Nošovice, were retro-
stage local football tournaments. More
fitted with gas bottles made by local firm
than 40 teams have applied since the
Vitkovice.
fund’s launch.
“I am really glad that the cars are made
Also in the Baltic region, Hyundai fans
in our region, and could be converted to
set a new Guinness World Record by
a cost-efficient CNG drive,” said Zdenek
organising a moving parade of 157 cars
Harazim, Director of the Municipal
in Lithuania.
Police of the City of Ostrava. “We have two
pilot cars now but I am convinced that it
In doing so they beat the 2007 record
is just the beginning of our cooperation.”
of 137 Hyundais set in Moscow.
Some of the young game-changers Hyundai is helping
44
One last picture for the builders of another i30 at Nošovice
The first CNG-powered ix20 ready for action
45
> Hyundai
> FOOTBALL
and football
FOCUS
Spectacular
summer of
soccer
UEFA EURO 2012 was one of the most spectacular
international football tournaments in recent memory
and, as headline partner, Hyundai helped millions watch
the games and experience the unique atmosphere.
Here’s Think Again’s action replay.
UEFA EURO 2012 was one of the most eagerlyanticipated international football Tournaments
in recent memory and, as headline partner,
Hyundai helped millions watch the games and
experience the unique atmosphere. Here’s Think
Again’s action replay
Berlin, Germany.
More than 470.000
fans crowded the
streets to cheer on
Germany during
the quarter finals
46
47
> FOOTBALL FOCUS
Research, sponsorship of UEFA EURO
Television audiences around Europe
2012 yielded 4,1 billion opportunities for
rocketed during the tournament. In
fans to see Hyundai branding (across
Poland, 14,7 million viewers tuned in to
the 16 nations participating in the tour-
watch their team’s second group round
nament). This equates to approximately
match against Russia, while Spanish
5 57,3 million in advertising value.
channel Tele 5 recorded peak viewing
An estimated 1,7 billion of these ‘oppor-
figures of 17,9 million during the final,
tunities’ were due to perimeter branding
a new record for any programme in the
around the field of play, with a further 0,6
country.
billion from television advertising.
Mark Hall, Marketing Director,
Hyundai Motor Europe
The Brazilian government has earmarked R$ 3 billion (5 1,8 billion) for
works relating to the tournament, including building and renovating
the 12 tournament stadia.
The host cities (and stadiums) are Belo Horizonte (Mineirão), Brasília
MadriD, Spain.
Fans of La Roja
were not left
disappointed as
Spain retained
the trophy
(Estádio Nacional), Cuiabá (Novo Verdão), Curitiba (Arena da Baixada),
Fortaleza (Castelão), Manaus (Novo Vivaldão), Natal (Novo Machadão),
Porto Alegre (Beira-Rio), Recife and Olinda (Arena Pernambuco), Rio
de Janeiro (Maracanã), Salvador (Octávio Mangabeira) and São Paulo
(Arena de São Paulo).
Even before these host cities were selected, there were few doubts
that the chosen venue for the 2014 final would be the massive Ma-
48
and concerts.
The stadium, presently under renovation, will be able to seat 85.000,
fans watching the final from the Hyundai
Brazil, the largest country in South Ameri-
but this is far less than the figure that earned the stadium a special
Euro tournaments and Hyundai was in the
Fan Park in Madrid, outside Real Madrid’s
ca and the world’s fifth largest, will host the
place in football folklore; built for the final of the 1950 FIFA World
thick of the action – thanks to its hugely
famous Bernabéu stadium.
20th edition of the FIFA World Cup competi-
Cup, it managed to house 199.854 fans – a figure unlikely to be ever
matched.
successful Fan Parks.
Crowds at Fan Parks not only enjoyed
tion in 2014 – having also hosted in 1950, it
The 31 games saw 76 goals, with Juan
big screens to watch the matches on, but
becomes the first South American nation to
Mata’s last minute strike in the final secur-
plenty of onsite entertainment courtesy
stage the cup twice.
ing a third successive major tournament
of Hyundai, including the fun and interac-
win for Spain, who became the first team
tion of the Digital Goodwill Ball, and live
to successfully defend a UEFA European
music performances.
championship.
Throughout UEFA EURO 2012, visi-
During the month-long tournament, 1,4
tors to the Fan Parks could also take test
million football fans attended matches at
drives in new Hyundai cars, including the
Ukrainian and Polish stadiums.
New Generation i30 – itself a Euro star,
But this was dwarfed by the crowds
hosted by Hyundai; more than five million
Mark Hall,
Marketing Director,
Hyundai Motor Europe
2007 Pan American Games and many other grand sporting events
It has been called one of the greatest
designed, engineered and manufactured
in Europe, for Europeans.
at Fan Parks in eight major cities around
It was not just the Fan Parks that saw
Europe. Crowds grew as the tournament
Hyundai score with European football fans
progressed, with a staggering 450.000
either; according to analysis by PRIME
Photos: creafilm, Luiz, vinz89 - fololia.com
“UEFA EURO 2012
was a memorable
tournament for
so many reasons.
Congratulations to
the supporters who
contributed to the
dynamism, passion
and excitement.
Hyundai is a proud
partner of UEFA and
we’re thrilled to
have brought
together so many
fans.”
A look ahead to
Brazil 2014
racanã in Rio de Janeiro, scene of major Brazilian club clashes, the
The group stage draw for the 2014 FIFA World Cup will be held at
Costa do Sauipe, Bahia, in December 2013.
Football fiesta
Fans will be able
to get into the
spirit of the game
on Copacabana
Beach
49
> OWNERS’ CLUBS
OWNERS’ CLUBS HIGHLIGHT
BRAND LOYALTY
Apart from being one of the largest car-
bigger than any other club in Europe, with
Other major clubs
makers in the world, Hyundai is also one
7.300 members.
across Europe include:
of the youngest.
Yet a network of owners’ clubs has
sprung up across Europe that would do
to be the most enthusiastic, with not one,
Poland:
but three clubs.
Hyundai Coupe Club
credit to brands with much longer histo-
The Hyundai Owners’ Club of Great
ries. Founded in 1967, Hyundai did not
Britain (www.hyundaiownersclub.co.uk)
start exporting to Europe until the late
is sponsored by TWG Hyundai – thought
1970s.
to be Europe’s oldest Hyundai dealership.
Association of Poland
www.forum.hyundaicoupe.pl
Hyundai Fanklub Poland
www.hyundaifanklub.pl
HYUNDAI REVS ITS RALLY ENGINE
which holds a ‘Car of the Month‘ com-
Spain:
As Hyundai prepares to go rallying, THINK AGAIN presents readers with a poster of a New i20 in action during testing.
attention and some clubs even concen-
petition and stages regular meet-ups and
Hyundai Club Spain
There is a mountain to climb to break the dominance other manufacturers have enjoyed in the sport recently, but Hyundai’s
trate on family favourites like the Accent.
track days. The club website is packed
www.club-hyundai.es
sporting credentials will ensure Hyundai is ready to compete with the best.
It may also come as a surprise that
But it cannot compare in size with the
Hyundai fans do not simply fixate upon
6.200-strong Hyundai Coupe Owners’
the most powerful and sporting models,
Club (www.hyundaicoupeclub.co.uk)
because humbler types also draw lots of
It all bodes well for long term inter-
The 1.500-member Hyundai Accent
Genesis and distinctive Veloster coupes.
Owners’ Club (www.ukhac.co.uk) proves
On the club circuit, Germany has the
that this model also enjoys special loyal-
clubs, both bigger than anything else in
Europe.
The largest is the Hyundai Board Germany (www.hyundaiboard.de) with 9.500
(formerly Hyundai Club Poland)
with tips and advice for members.
est in current stars like the powerful new
biggest Hyundai following, with two
ties in the UK.
Hyundai Club Italy (www.hyundai-club.
eu) is another major European club, with
Club Getz Spain
www.foros.net/getz
Finland:
Hyundai Club Finland
www.hyundaiclubfinland.com
5.600 online users. In November it will
stage its first national meeting.
Netherlands:
registered online users. It spread itself
French counterpart, Club Tascani
even wider in July by staging the Hyundai
(www.tuscani-france.net) already has a
Treffen 2012 at Duisburg, a regular and
history of such meetings, holding its 2012
well-supported festival that attracts Hyun-
annual general meeting in Indre, in the
Hyundai Club Holland
dai owners from across Europe, featuring
Brennes National Park – ‘land of 1.000
www.hyundaiclubholland.nl/home/
prizes for the best presented cars, plus
lakes‘ – where club members learned
voorpagina/welkom
music, and the glamour of the meeting’s
about fish breeding in the wetlands, and
now famous Hyundai Grid Girls.
beekeeping.
Germany’s other big club is the Hyundai Forum (www.hyundaiforum.de) – still
50
But British Hyundai owners might claim
Hyundai Club Netherlands
www.hyundai.besteoverzicht.nl/
Think
again
issue 2
September
2012
Published by: Editor-in-chief:
Art Director
Andreas Brozat
Tae Yong Lee
PFPR Communications
Hyundai Motor
Europe GmbH,
Kaiserleipromenade 5,
63067 Offenbach,
Germany
Editors:
Photography: Design
Stefan Ph. Henrich
James Parsons
Katharina Vermillion
Wiebke Bruns
Uli Sonntag
Robert Hoernig
Reinhard Rosendahl
Gary Bryan
Weusthoff Noël
Jörg Weusthoff
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, Gyoo Heon Choi, Kerstin Müller, Javier Garcia,
Dennis Elsweier, Askin Kahraman, Thomas Krull, Nina Hähnle and Marina Iem (all HME); Thomas Bürkle, Jürgen Grimm and Tayo Osobu
(all HMETC); Petr Vaněk and Lumír Hrabčák (HMMC); Patrick Gourvennec and Samia Ouchen (HMF); Thomas Rauh (HMD); Jonna
Nevalainen (Hyundai Finland); Mike Belinfante (Hyundai Greenib Car); Ann Sundfelt and Roland Bägén (Hyundai Sweden) and
to everyone else not mentioned but who contributed to the magazine.
51
Think we couldn’t add
more dynamism?
Think Again.
The new i30 3 door, launching at
the Paris Motor Show.