Hyundai Automotive South Africa (HASA) sold around 50 000 new vehicles in 2013, a 5% drop from 2012 volumes. This decline follows an almost meteoric rise in sales over the last few years as South Africans warmed to the imported Korean brand.

The total new vehicle market in South Africa was up 3.2% in 2013.

HASA CEO Alan Ross says his company faced “a tremendous stock problem” last year. Models unavailable in the volumes HASA desired included the new Accent.

However, this year, the company “has been guaranteed” its volumes.

Ross notes that the Hyundai Motor Company (HMC) has been focused on quality, with the car maker not building any new factories to cater for the “high demand” for its products.

He adds that salespeople tend to be more negative when economic times are tough, with this attitude not effective in moving stock from showroom floors.

HASA also probably “put in pricing” before anyone else did, says Ross.

The new vehicle market has seen a surge in pricing in recent months as the rand last year collapsed against major currencies. Importers, such as HASA, were perhaps somewhat harder hit, and more immediately, than local vehicle manufacturers.

A stronger focus on quality also comes at a price, adds HASA marketing director Stanley Anderson.

Looking ahead into 2014, Ross believes HASA’s pricing will “follow the market”, at around 2% a quarter.

New vehicle sales in South Africa, over all brands, are likely to be down 2% in 2014, he believes.

As for HASA, Ross says the new Grand i10 – “a beautiful car which looks a bit like the old Getz” – should aid Hyundai’s volumes in 2014.

The Grand i10, coming in May, is an entry-level car, which is where “the volumes are in the local market”.

Hyundai sales can also benefit from the updated ix35 sports-utility vehicle (SUV), even if pricing sees it more expensive than similarly equipped competitors in the Ford Kuga, Volkswagen Tiguan and Toyota RAV ranges.

South Africa’s small and medium SUV segment grew 11.34% in 2013 over 2012, to 63 683 units, says Anderson.

While the RAV, Kuga and Ford EcoSport showed healthy growth last year, Hyundai ix35 volumes declined 1.4% compared with 2012, to 6 604 units. Anderson’s data shows that the ix35’s market share declined from 11.8% in 2012, to 10.4% in 2013, but that it remained the model leader in the small and medium SUV segment.

Nissan Juke, Kia Sportage and Nissan Qashqai volumes also contracted.

Anderson is hopeful HMC “will soon bring a small SUV to market”, based on the success of small, more affordable SUVs, such as the EcoSport, as well as Renault’s late 2013 Duster introduction, in local and global showrooms.

Pricing for the new ix35 starts at R319 900, reaching R449 900 for the top model, which also features all-wheel drive. The three model types are Premium, Executive and Elite, with the elite model the most expensive.

Exterior enhancements of the new ix35, not available on all models, include new projector headlights with light-emitting diode (LED) accents; LED tail-lights; new body-coloured front grille; roof side rails with panoramic sunroof; and alloy wheel designs.

Interior enhancements include two-stage latch-type reclining 60/40 split rear seats; standard tilt and telescopic steering wheel; standard steering-wheel-mounted audio controls; bigger cupholders with blue light illumination; smart key with push-button start for the Elite derivatives; a new audio system (radio+CD+MP3) with Bluetooth; a standard Bluetooth hands-free phone system with controls on the steering wheel; and a 4.3-inch colour liquid crystal display touchscreen audio system, with a rearview camera display in the Executive and Elite derivatives.

One of the most significant upgrades is the replacement of the 2 l Theta II petrol engine with the Nu 2 l multiport-injection engine. 

The new petrol engine promises higher peak torque at lower engine revolutions compared with the previous engine.

The engine is available with a new six-speed manual gearbox, or an improved six-speed automatic transmission with Shiftronic manual control.

Two of the new derivatives in the enhanced ix35 range are equipped with the 2 l CRDi turbodiesel engine, available with either a six-speed manual gearbox or a six-speed automatic gearbox.

Buyers of the new ix35 Executive and Elite derivatives can now also benefit from Hyundai’s Flex Steer system, available on the ix35 for the first time. Three driving modes – normal, comfort and sport – allow the driver to vary the level of steering support and feedback to best suit the environment.

 The ix35 Executive and Elite derivatives also have an electronic stability programme, hill-start assist control and downhill brake control.