Hyundai aims to reclaim no 3 with the help of new i20, small SUV
Hyundai Automotive South Africa (SA) hopes the new i20 will see the importer regain its peak of 20% to 25% market share in the popular B-segment, last seen in 2010 to 2012, says marketing director Stanley Anderson.
The Hyundai i20 in 2014 took second place to the Volkswagen Polo in this segment, recording a 16.5% share, or sales of 11 172 units, he notes.
The Ford Fiesta was placed third and the Renault Clio fourth.
“We think we are well positioned to take back share and get back where we were,” says Anderson.
He believes there is sufficient differentiation between the i20 and Hyundai’s best-selling Grand i10 to ensure the latter does not cannabalise i20 sales.
Pricing for the i20 starts around R12 000 above the Grand i10.
Hyundai last year slipped to number four in the overall domestic passenger car market, down from three in 2013.
Ford took the bronze medal in 2014.
Anderson says the shuffle was partially owing to a number of new models entering the market – such as Ford’s popular small sports-utility vehicle (SUV), the EcoSport – in subsegments where Hyundai does not currently compete.
However, the Korean brand’s own small SUV is set to enter South Africa in 2016. The new i20, as well as a new ix35 coming towards the end of 2015, will also boost sales, says Anderson.
“We want to get back to number three, yes.”
He says Hyundai may have also seen sales slip as a result of price increases, as vehicle importers “tend to move more aggressively on pricing” compared with local vehicle manufacturers, such as Ford and Volkswagen, as the rand weakens.
While the rand has seen some gains against the Euro and Yen, it continues its decline against the dollars.
Hyundai Automotive SA imports a large number of vehicles from India, priced in dollars.
Anderson expects to increase prices at around 2% a quarter in 2015.
He notes that Hyundai Motor Corporation aims to sell 5.05-million new vehicles in 2015, up from 4.96-million in 2014.
The focus this year will be on “enhancing product competitiveness and customer satisfaction”.
THE NEW i20
Since 2009, Hyundai Automotive SA has sold 68 631 previous model i20s in South Africa.
The new i20 was designed at Hyundai’s European Technical Centre in Germany.
The model, fitted on a new platform, makes its entry in South Africa in three derivatives: The i20 1.2 Motion (manual); the i20 1.4 Fluid (manual); and the i20 Fluid, equipped with an automatic 4-speed gearbox.
The Kappa engine in the new i20 1.4 Fluid manual and 1.4 Fluid automatic delivers maximum power of 74 kW at 6 000 rpm, with the torque output reaching its limit at 133 Nm, delivered at 3 500 rpm.
The i20 1.2 Motion manual sees maximum power of 61 kW delivered at 4 000 rpm, and maximum torque of 115 Nm at 4 000 rpm.
The 1.4 l engine can be mated to a six-speed manual gearbox or four-speed automatic gearbox, while the new 1.2 Motion uses a five-speed manual gearbox.
The engines carry over from the previous i20 range.
The body structure of the new i20 is composed of 42% lightweight, ultra high-strength steel, compared with 16% in the outgoing model.
A 64% stiffer bodyshell, combined with a longer wheelbase and increased tracks, offer noticeable gains in cornering stability and grip, promises Hyundai.
New features include automatic folding door mirrors and smartphone docking integration.
USB and auxiliary connectivity is fitted as standard with an audio system, along with Bluetooth hands-free phone functions and the ability to stream music over the sound system with Bluetooth from a cell phone or music player.
Every new i20 model is fitted with an antilock brake system and electronic brake force distribution, as well as two airbags.
Pricing starts at R184 900.
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