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http://www.mycentraljersey.com/article/20091227/NEWS/91227007/-1/newsfront/Auto-donation-a-life-changer-for-Flemington-woman

Dec. 18 (Bloomberg) -- Hyundai Motor Co. broke into the U.S. market in 1986 with a $4,995 compact car, the Excel. Now the automaker wants customers to buy its models for their looks.

After boosting its U.S. market share to a record this year, Hyundai aims to build on the gains with more stylish designs. The new focus on looks, kicking off with the 2011 Sonata sedan and revamped Tucson crossover, is also aimed at helping South Korea’s biggest carmaker command prices on par with larger Toyota Motor Corp. and Honda Motor Co.

“The basic idea is a car that looks like a premium car, but not at a premium price,” Phil Zak, Hyundai’s head of U.S. design, said in an interview. “We’re looking to pull people out of Camrys and Accords and give them something different.”

Seoul-based Hyundai has bucked an industrywide slump this year with a 6.2 percent U.S. sales gain through November, as a weaker won enabled the company to boost marketing spending while a stronger yen hurt its Japanese rivals. The Korean carmaker still lags behind Toyota and Honda in terms of brand value, according to analysts.

“The establishment of brand equity and identity that can differentiate it from Japanese makers is a key task ahead for Hyundai,” said Chung Sung Yop, a Seoul-based analyst at Daiwa Securities Group Inc.

Market Share

Hyundai’s U.S. market share this year has risen to 4.3 percent through November from 3 percent in 2008, with the help of marketing programs, enhanced distribution channels and improved quality, said Chung, who rates Hyundai “outperform” with a 12-month share-price forecast of 142,000 won.

That’s still less than one-third of Toyota’s 16.8 percent, the second-biggest U.S. market share after General Motors Co., and Honda’s 11 percent.

To narrow the gap, Hyundai began working on a design concept it calls “fluidic sculpture” three and a half years ago. The theme is to hint at speed and the looks of expensive European models.

The theme was first applied to the Tucson, which debuted in September at the Frankfurt Motor Show. It’s also used for the revamped Sonata that goes on sale in the U.S. in January to compete with Toyota’s Camry and Honda’s Accord.

Longer, Wider, Lower

The new Sonata is longer, wider and lower than the previous version, with extended headlamps and a large chrome grille.

The design strategy is already paying off as Hyundai’s U.S. sales got a lift this year from the Genesis, a competitor to premium sedans including Toyota’s Lexus and Daimler AG’s Mercedes-Benz. Genesis, named 2009 North American Car of the Year at the Detroit auto show in part for its styling, is Hyundai’s first in the U.S. that can sell for more than $40,000.

“If you’re just competing on price and consumers have no emotional connection to the car, they’ll buy the best deal,” said Zak, 44, a designer with GM’s European unit before arriving at Hyundai’s studio in Irvine, California in March.

Hyundai sold 12,141 Genesis sedans in the U.S. this year through November, up from 6,167 at the same time a year ago, following the car’s June 2008 introduction.

The new Sonata alone may boost Hyundai’s U.S. sales as much as 15 percent next year, and total U.S. sales may top 500,000 units in 2010, said Daiwa’s Chung. Stephen Ahn, head of research at LIG Investment & Securities Co. in Seoul, estimates U.S. sales of the model may jump 40 percent from the previous version to 170,000 next year.

“The success of this new Sonata in the U.S. will be the touchstone for whether Hyundai can really transform itself into a leading global automaker,” Ahn said. “Sonata’s sales performance will be a catalyst for Hyundai’s share price.”

Prices

Price is still part of Hyundai’s U.S. appeal. The current Sonata, introduced in 2005, starts at $18,700, compared with $19,395 for a base Camry and $21,055 for the entry-level Accord.

To command higher prices, Hyundai must keep raising quality as well as design, said Alexander Edwards, head of auto research at San Diego-based Strategic Vision Inc., which compiles consumer data based on annual surveys of 180,000 new car buyers.

“They are making the same type of consistent progress that happened with Toyota and Honda,” said Stewart Reed, head of transportation design at Art Center College of Design in Pasadena, California and a former designer for Toyota, GM and Chrysler.

Potential U.S. buyers who say they’d “definitely” consider a Hyundai have tripled from the early part of the decade to 15 percent, Edwards said. That’s still less than the 50 percent who say the same about Toyota and Honda.

Honda, Toyota

“Honda and Toyota lead in consideration because they’re perceived as having reliable, safe vehicles,” Edwards said. “Hyundai is moving, and the fact that it continues to rise while Honda and Toyota are pretty much stuck where they’re at means they need to be concerned.”

In June, J.D. Power & Associates gave Hyundai the highest ranking among non-luxury brands in its initial quality survey, ahead of Honda and Toyota.

“It’s their time to shine,” said Tom Matano, director of industrial design at San Francisco’s Academy of Art University, and Mazda Motor Corp.’s former general manager of design. “When the whole lineup reaches a certain quality level, brand value increases, brand trust goes up, and then volume goes up.”

To contact the reporters on this story: Alan Ohnsman in Los Angeles at aohnsman@bloomberg.net; Seonjin Cha in Seoul at scha2@bloomberg.net

So the South Korean car company chose a design from its Frankfurt unit and made sure it would accommodate every gadget typical of bigger, fancier machines.

But it did not bother to make room for a V-6. Those are passé at Hyundai these days, and a four-cylinder should be quite enough, thank you.

A variety of preproduction 2010 Tucsons tested around here seemed more refined, more comfortable and more agile than those key competitors.

If you need a third-row seat, though, RAV4 is the only one. Or if you crave a hybrid, help yourself to an Escape. Tote lots of stuff? Tucson's cargo space is some 40% shy of main rivals'.

But if your only hesitation is the thought of snide remarks from outdated others who still think of Hyundai as a second-tier brand, grow up and make your own choice. The naysayers will be on board soon enough.

Perhaps it'll be when they notice the much-longer Hyundai warranty (60,000 miles overall, 100,000 miles powertrain). Or the all-wheel drive (AWD) that lets you lock it into true four-wheel-drive mode (50% of power to each end). And how about fuel-economy ratings 5% to 10% (1 to 3 mpg) better than those of key rivals?

As if trying to dispel the "cheap car" myth, Hyundai picked this hoity-toity locale to present Tucson to journalists. Bit of a reach, the Beverly Hills connection, but the remade Tucson is pretty slick.

The appearance is supposed to be European, though it doesn't look much like what was on the roads during a recent trip to Germany and the U.K.

By whatever name, the styling is dramatic: sweep and swoop and angles and edges. Will it wear well or soon seem outdated? For the moment, it looks good. Oddly color-sensitive. Nice in white, a color worn well by almost no vehicle.

Rear visibility is compromised by the way the sheet metal kicks up beginning at the back edge of the rear door. Pinches down the rear-most side window. Even so, you wouldn't say it's dangerously difficult to see out the back and rear quarter.

What about that four-banger-only business? Tucson has the perverse advantage of comparing the new powertrain with a ho-hum (at best) V-6 in the old Tucson. Wouldn't take much to seem better.

Abetted by Hyundai's self-designed, excellent-shifting, six-speed automatic, the Tucson's 2.4-liter, 176-horsepower four felt lively, smooth and capable in a day rolling up miles on rural canyon roads, freeways and the Pacific Coast Highway in heavy traffic. More pleasant to drive than rivals' four-bangers. All have similar power, but Tucson models generally weigh less. And despite being 3 inches longer and an inch wider, the 2010 Tucson base model weighs 61 pounds less than the 2009.

Did the four feel like a V-6? No. Did that seem to matter? No. Was the experience undercut by any sort of coarse, bust-a-gut roar you often get in four-cylinder vehicles? No. Floor it and go, liking the sound and sensations. Simple and satisfying.

What else the drives showcased:

•Dandy manual. The six-speed stick shift, offered only in the base GLS with front-wheel drive, was an easy joy. Light-touch clutch, little worry about killing the engine or jerky shifts.

•Panoramic sunroof. Hyundai's first. Handsome option for those who can't stand being unenlightened from above.

•Roomy interior. You'd think you were in a midsize machine, especially back-benchers.

•Clean, classy accommodations. Hyundai's a champion at presenting all the dials, instruments and other hoo-hah you need in stunning simplicity that looks and feels inviting.

Favorite example of less-is-more: Manual-shift mode for Tucson's automatic transmission is via the floor lever. Period. No goofy steering-column shift paddles that are useful to Grand Prix racers loath to lift a digit from the wheel at 200 mph but laughably silly in many modern family cars.

•Good down-the-road dynamics. Based on the commendable Elantra chassis, Tucson had modest body lean for an SUV. Electric power steering was well-tuned, with good on-center feel on straight roads and responsive turning and road feel in the snaky stuff. Brakes felt good, though nearly every automaker has room to approach the Audi standard of suddenness in the "whoa" pedal.

•Niggling details. Safety belt for middle rear-rider hangs from the ceiling. Messy looking, distracting in the rearview mirror and a possible entanglement when you fold the back seat.

It's hard to lower windows just-so to prevent whistle or buffeting. Doable, but takes fussing.

Rear seat doesn't slide fore-aft, as rivals' do.

Hyundai's hot. Sales up 6.2%, Autodata says, in an overall market down 23.9% through November. Only others up this year: Kia, 7.2%; Subaru, 13.6%.

The 2010 Tucson suggests that Hyundai will be among the winners for quite some time.

•What? Compact, four-door, five-passenger crossover-utility vehicle that's different in almost every detail from the vehicle of the same name it replaces.

Two flavors: GLS and Limited, each available with front-wheel drive (FWD) or all-wheel drive (AWD).

•When? On sale this month.

•Where? Designed in Frankfurt, tweaked in California, manufactured in Ulsan, South Korea.

•Why? Needed a serious rival to Honda CR-V, Toyota RAV4 and Ford Escape, which currently outsell Tucson in the U.S. about 10-to-1.

•How much? Base GLS FWD manual starts at $19,790 including $795 shipping. High-end Limited AWD with premium package is $29,490.

•How potent? Optional V-6 has been discontinued. Only engine is a 2.4-liter four-cylinder that Hyundai calls Theta II, rated 176 horsepower at 6,000 rpm, 168 pounds-feet of torque at 4,000, mated to six-speed automatic transmission with manual-shift mode. Six-speed manual available on GLS FWD only.

•How big? Six inches shorter than CR-V, otherwise similar but has considerably less cargo space. Tucson is 173.2 inches long, 71.7 in. wide, 66.3 in. tall (with roof rails), on a 103.9-in. wheelbase.

Weighs 3,179 to 3,516 lbs.

Passenger space: 101.9 cubic feet. Cargo space: 25.7 cu. ft. behind second row, 55.8 cu. ft. when rear seat's folded.

Tows up to 2,000 lbs. Turning circle diameter, 34.7 ft. Carries 1,091 to 1,294 lbs. of people, cargo and accessories, depending on model.

•How thirsty? FWD automatic rated 23 miles per gallon in town, 31 highway, 26 in combined driving. FWD manual: 22/30/25. AWD automatic: 21/28/24.

Trip computers in preproduction test cars registered:

GLS AWD automatic: 22.3 mpg (4.48 gallons per 100 miles) in mixed driving including suburbs, freeway and winding canyon roads.

GLS FWD manual: 26.8 mpg (3.73 gal./100 mi.) in suburbs during heavy traffic.

Limited AWD automatic: 28.7 mpg (3.48 gal./100 mi.) in a mix of suburbs and winding, hilly canyon roads that were driven mainly in second and third gears.

Burns regular, holds 14.5 gallons.

•Overall: Could be the new champ among small SUVs.

First Drive: 2010 Hyundai Tucson a green machine with few compromises

by Jonny Lieberman (RSS feed) on Dec 11th 2009 at 11:57AM

For the Full Story and Images Click Here: http://www.autoblog.com/2009/12/11/2010-hyundai-tucson-first-drive/

Little more than ten years ago, the meat and potatoes of the automotive universe were C and D segment sedans. Think Corolla and Camry; Focus, Fusion and (old) Taurus; Civic and Accord. But then, for better or for worse, something significant shifted in that old sales paradigm. Specifically, crossovers. Also known as CUVs, the overgrown wagons still ride around on C and D platforms, only a foot higher off the ground. Why? Blame the SUV craze and/or what automakers refer to as the "command seating position," an odd euphemism for sitting up high.

A momentary flirtation with $4 per gallon gasoline has – for the most part – shut down the large SUV game. But for whatever reason, consumers still want and demand command seating, so much so that Hyundai believes the compact CUV segment will experience more growth than any other niche in the market. Hyundai knows this specialized segment well, as the outgoing Tucson – the Korean brand's previous generation small CUV – has sold more than one million copies. However, the Tucson has been around since 2005, and to put it nicely, the old Tucson wasn't exactly the sharpest knife in the drawer. And this is a gun fight. Knowing that, Hyundai has just rolled out its newest car, the 2010 Tucson. But is it a killer?

Judging by nothing except the flowing new sheetmetal, we'd argue yes. Hyundai has banned boxy from its styling lexicon and is calling its design language of both the new Tucson and the coming-in-January Sonata "Fluidic Sculpture." The name is so contrived that Hyundai's affable President and CEO John Krafcik apologized for the art school jargon during the Tucson's introduction. But silly name notwithstanding, the results are noteworthy, if not striking. The central idea is that, "the line flows around the vehicle." As opposed to say one box grafted onto a larger box. Like the old Tucson.

Hyundai is actively seeking to establish an emotional connection with its customers. Something that, no matter how you slice it, the previous Tucson could never do. And really, most older Hyundais. No one's every been turned on by inoffensive and generic. Fluidic sculpture on the other hand, is anything but. The new curves have the potential to attract some while turning off others. That's a good thing. The best view of the Tucson is the front three-quarters where, starting with the fancy wrap-around headlamps, you can see the thrust of the design's flow and how winds its way around the car.

The sloping hood and highly raked windshield, combined with the grille, comes off as distinctive yet pleasantly restrained – especially in this era of giant, gaping maws. And while there's a little bit of an insect face to the front end, it's used to good effect. Our least favorite angles are from the side. Not only is there too much Buick Enclave going on, but the black plastic chunks below the doors look like the afterthoughts they are. The rear end is pretty simply okay, though it does resemble a Subaru Tribeca. Just a smidge. Besides, SUVs and CUVs never look great from behind. We should point out that the rear spoiler is standard – not because it looks good (it does), but because it aids fuel economy. Overall though, the new Tucson looks several orders of magnitude better than the old one. And much of its competition.

Like the bodywork, the innards of the Tuscon have received a thorough makeover. The outgoing model had all the inner charm and sophistication of a 2005 Hyundai. The new car (obviously) raises the game, but those looking for a lot of trickle down from the Genesis are advised to keep looking. Though we can reasonably compare the Tucson's innards to a Genesis Coupe, it might be damning with faint praise. Not only is there plenty of ticky tack plastic covering wide expanses (something that probably only bothers us nit picky journalist types), but you're forced to touch some of it. Specifically your elbows and knees. As the driver, your left elbow rests on a surprisingly thin piece of faux-leather covering up some rock hard plastic. After an hour, it's both noticeable and uncomfortable. And while the center stack's design is refreshing, it's bordering into Honda's weird territory of organic shapes and spread out buttons.

The 2010 Tucson comes in two flavors, GLS (standard) and Limited (premium). We tested the Limited, which adds a good deal of content to the Tucson's interior. Namely a 6.5-inch navigation screen, leather seats and Hyundai's first "panoramic" sunroof, which is a fancy way of saying two panes (though only one opens). Hats off to Hyundai for nice, comfy leather seats. You can get leather in practically any vehicle these days, but the quality is often times closer to dorm couch than anything resembling luxury. The Tucson not only uses a high grade of leather, but goes the extra step and furnishes the seats with two types of leather. A rougher, stickier grade for your thighs and shoulders, and a smoother, more butter-like surface for your butt and back. An unnecessary step perhaps, but a good one that pays dividends during the drive. The rear seats might even be better than those in the front, reminding us of the Infiniti FX's rear quarters – a compliment, to be sure. Thanks to a three-inch overall stretch versus the previous Tucson, rear passenger leg room is good, even for six footers.

At 6.5-inches big, the nav screen is only one and half inches larger than modern smartphones. Meaning it's difficult to clearly see streets and, frankly, just too small. However, when displaying the contents of your iPod (or similar), the touch screen works exceptionally well and the iPod integration is worlds better than the last generation Hyundai software we experienced in the big dog Genesis. Speaking of MP3s, those who opt for the navigation package get treated to a sweet sounding 360-watt stereo system that takes iPod, Aux or USB. The nav system also includes a back up camera, a first for the segment. Overall, the Tucson's interior is a big improvement over the last generation, but constrained by the reality of the vehicle's $18,995 starting price. As such, a completely tricked out Tucson Limited with every option including all-wheel drive will set you back $28,695.

The new Tucson is motivated by Hyundai's Theta II 2.4-liter I4. The power numbers are class-competitive, but nothing to phone home about – 176 horsepower at 6,000 rpm and 168 pound-feet of torque at 6,000 rpm. For comparisons sake, the 2010 Honda CR-V produces 180 hp and the 2010 Toyota RAV4 generates 179 hp and 172 lb-ft or twist. However, there are a few howevers. The big one being gas mileage. Hyundai is serious about becoming the "global fuel economy leader," and as such has bent over backwards to ensure the new Tucson gets more MPGs than the competition. Despite every emotion in our being shouting "WRONG!" at the top of our lungs, higher mileage is probably more important than beating a CR-V in a drag race. Those wanting to beat up on a CR-V (or even the mighty 269-hp V6 RAV4) will have to wait until 2011 when a turbocharged version of the Theta II finds its way into the Tucson. Curiously, Hyundai elected not to put the Theta II GDI (gasoline direct injection) motor from the upcoming Sonata into the Tucson (reason: cost benefit of having just one motor), though we were told that mill will eventually be offered.

Equipped with the optional six-speed automatic (a six-speed manual is standard) and front-wheel drive, the 2010 Tucson delivers 23 mile per gallon in the city and 31 on the highway. None of its class competitors can even claim 30 mpg on the highway, let alone 31 (the larger 2010 Chevrolet Equinox claims a freakishly high 32 mpg highway, but Hyundai doesn't consider the two vehicles in the same class). In a suddenly mileage conscious America, this is a big selling point.

Also of note is Hyundai's new six-speed autobox, which it developed and built in-house. Hyundai claims to be one of exactly three automakers in the world that builds its own six-speed automatic transmission, no doubt at a huge expense. Why invest that kind of coin in R&D? Because Hyundai's new transmission is 24 percent lighter than the old five-speed auto, has 62 fewer parts and gets 12 percent better mileage, all of which allows the Tucson to achieve its class-leading fuel economy. Remember, Hyundai is in the volume game, and once that initial cost is amortized out across a few million vehicles (you can rest assured that this transmission will appear in many other models), the money will have been well spent.

Hyundai turned us loose on some of our favorite Los Angeles canyon roads (Kanan, Latigo, Decker). Our initial thought was that such winding, treacherous asphalt might be wasted on a compact CUV. We were half right. On the plus side, the Tucson feels (and is) remarkably stiff, especially for a little crossover. Due to higher federal roll over standards, Hyundai was forced to use higher strength steel for the unibody, resulting in a tight, vibration and body-movement free vehicle.

Hyundai also put MacPherson struts in front and a sporty multi-link setup out back, just like you'd find on a whole host of higher-end performance cars (the BMW 3 Series, for instance). There's a also a thicker – but hollow, to save weight – front sway bar. The Tucson is light for a CUV – 3,331 pounds in Limited FWD Auto trim and just 3,179 as a manual GLS. As a result, the Tucson can carry a great deal more speed than you'd think into, through and out of a turn. The body also stays flat – some might say weirdly flat – through corners. Seriously, there's almost no body roll. Interestingly, there doesn't seem to be a penalty for all that stiffness in terms of ride quality, though the Tucson is on the more rigid side of the suspension aisle. Will the majority of Tucson buyers appreciate the trucklette's newfound athletic prowess? We'd wager not.

Obviously, the Tucson is not a Lotus Elise. And every reason why it's not (besides the blatantly obvious) is tied into Hyundai's quest for higher fuel economy. For instance, like the new Ford Taurus, the Tucson features electronic power steering. You can just go ahead and get used to this in most new vehicles, Hyundai or otherwise. Hyundai claims e-power steering adds three percent to a vehicle's MPG rating, and while the steering isn't bad, it's just different than a traditional hydraulic setup. How? It takes more effort to "crack" the wheel out of its on center position, meaning you initially have to put more muscle into turning the wheel and find yourself turning a degree or two more than you intended, especially at higher speeds. However, we got used to the sensation fairly quickly. We should also state that like with most new technologies in cars, the feel of electronic power steering will improve over time. In fact, Hyundai's toying with the idea of letting drivers select the amount of assist they want, though that's still further down the line.

Then there's the issue of visibility. Keep in mind that almost every aspect of the Tucson was done for fuel economy reasons – including the extreme rake of the windshield. Forward visibility is great, especially as the hood drops off so precipitously. Turning right isn't an issue either. However, when you're making a hard left, the A-pillar almost completely blocks your line of sight. It's not as bad as the new Camaro, but it's still an annoyance. We also found that during really sporty driving there's a dead spot in between second and third gear. Second leaves you too close to redline to be smooth and third leaves you torqueless. Yes, we're aware that 99 percent of Tucson buyers could care less. And we're not sure we care, either. Despite what BMW believes, no one buys a small CUV to carve canyons.

While not our first choice in performance machines, the 2010 Hyundai Tucson might in fact be our first choice if we needed a small crossover. There's little doubt that Hyundai's bringing forth the right vehicle at the right time. Its competition is not only getting long in the tooth, but all the segment stalwarts were designed prior to the recent spike in gas prices, meaning that fuel economy wasn't their overriding design concern. But it was Hyundai's. It even included a little green "Eco Indicator" light that shows up when you're driving in a fuel-friendly manner. Hyundai claims that paying attention to the light can increase mileage by 15 percent. We personally found it distracting and were happy to learn we can shut it off. Those foibles aside, we know there are a lot of folks who will appreciate the Eco light and the fact that Hyundai was just named the most fuel efficient automaker in the U.S. And even more will appreciate the combination of style, value, versatility and fun that comprises the new Tucson.

· Monday, November 16 is the first day of official production at Kia’s Georgia plant. The exciting, all new, 2011 Sorento will start to roll off of the $1.2 billion assembly line. This event will be featured in a full page ad in USA Today, encourage all dealers to pick up copies for their showrooms, as well as a live webcast that dealerships and company personnel should tune into. This will truly be a historic event in the history of our company.

· Kia is going to Times Square! In support of the 2011 Sorento launch, our national team has purchased a 60’ x 40’ vinyl on 1 Times Sq, facing north (underneath where the New Year’s ball drops). Daily effective circulation (average number of people who will see it each day) is 1.5 million. That doesn’t count the hundreds of millions who will see it on New Year’s eve! This display should be up by Thanksgiving and remain through the first quarter of 2010. Please see the attachment.

· November 28, Georgia Tech vs. Georgia in Atlanta. This is expected to be a nationally televised game and a lucky fan will win an all new, 2011 Sorento! More great exposure prior to this critical launch.

Rio:

• US EPA Certified "SmartWay Certification Mark"- MY10 Rio

Carried over to MY10.

Soul:

•US EPA Certified "SmartWay Certification Mark"- MY10 Soul

     Added.

•IIHS Top Safety Pick – Soul

    Added

•2009 Top 10 Back-to-School Cars by Kelley Blue Book's Kbb.com – Soul

    Added

Forte:

•US EPA Certified "SmartWay Certification Mark"- MY10 Forte

     Added.

•”NADAguides.com “Car of the Month”- MY10 Forte

     Added.

Optima:

•US EPA Certified "SmartWay Certification Mark"- MY10 Optima 4&6 cylinder vehicle

    Carried over to MY10.

Sportage:

•Most-Improved Cars of the 2000s Based on Cars.com 2009 list of Most-Improved Vehicles

    Added

•US EPA Certified "SmartWay Certification Mark"- MY10 Sportage 4 cylinder vehicle

    Carried over to MY10.

Rondo:

•US EPA Certified "SmartWay Certification Mark"- MY10 Rondo 4 cylinder vehicle

    Carried over to MY10.

Legal:

•New statement: NHTSAFive-Star Crash Safety Rating in all four crash categories

•Previous statement: NHTSA Five-Star crash safety rating in all four categories

Updated per NHTSA