Hyundai Motor Company (HMC) had a good year in 2012, but 2013 may prove a little bit tougher. With the Korean company seemingly chasing quality and profitability rather than market share, it appears to be short on production capacity and supply. This same shortage may also affect Hyundai sales in South Africa in 2013.

HMC sold 4.4-million vehicles in 2012, up 8.6% over 2011’s 4.05-million. In South Africa, the ever-growing Hyundai was the third-placed passenger car brand in 2012, after Volkswagen and Toyota, at sales of more than 47 000 units.

Hyundai Automotive South Africa (HASA) marketing director Stanley Anderson says HMC is indeed at maximum capacity at its plants, adding that the Korean company does “not intend to grow sales in 2013, over supply issues”.

HASA is a locally owned company importing Hyundai vehicles into South Africa.

Anderson says, however, that he does not intend to simply accept that 2013 and 2014 may see some tight supply to South Africa from HMC.

He believes it is possible to secure additional volume from Hyundai’s India plant, where the i10 and i20 models are produced.

His new-product strategy, also adding volume, involves the launch of the Genesis luxury sedan in South Africa in 2014, while the long-awaited Veloster sports coupe should make its local debut in April this year.

Anderson notes that the Veloster’s 1.6 gasoline direct-injection (GDI) engine has now been approved by HMC for use in South Africa. Korea was worried that South Africa’s fuel quality might impact on engine warranties.

Also added to the new-product mix this week has been the Santa Fé large sports utility vehicle (SUV), HASA’s flagship model.

Anderson says HASA aims to double sales of the current Santa Fé model, which sells at a rate of around 70 to 80 units a month.

Taking on the Fortuner, Q5, Trailblazer and X3
The new Santa Fé competes in the large SUV segment of the market, with around 3 000 units sold in this segment a month. Anderson says consumers can choose from 102 derivatives.

The Toyota Fortuner leads the market, at around 1 000 units, followed by the Chevrolet Trailblazer.

Anderson says the Santa Fé should find its competitive advantage in its list of standard features, with competitors offering similar features, but largely at additional cost. Comparing the SUV feature for feature with one specific competitor secures the Santa Fé with a R85 000 price advantage.

Anderson believes the new Santa Fé is more likely to turn the head of a potential Audi and BMW SUV buyer, than that of a Fortuner customer.

Santa Fé buyers are given a choice between the front-wheel drive Premium derivative and the two, all-wheel drive derivatives – the Executive and the Elite, which also offer a third row of seats that fold away into the cargo floor in the rear.

Pricing for the Premium derivative is R434 900, with the Executive available at R459 900 and the Elite at R499 900.

Alloy wheels are standard, with a full alloy spare wheel located under the cargo floor. Black leather seats are standard.

A 12-way power adjustable driver’s seat with memory settings is a feature unique to the Elite derivative. This model also offers a video camera assisting the driver when reversing or parking, as well as a full-length panoramic sunroof.

Boot space is 1 003 l in the Premium five-seater and 994 l in the seven-seater Executive and Elite. Other storage space includes a glove-box cooler.

All models come with dual-zone climate control, with airconditioning also available for the second- and third-row passengers.

The audio system has four speakers and two tweeters. The radio and CD player allows for AUX cables, iPod and USB connections. The audio system can be operated via steering-wheel remote control. Cruise control can also be set on the steering wheel.

The new Santa Fé is equipped with a 2.2 l, 4-cylinder turbodiesel engine. This powerplant, used for all three derivatives, features a common-rail fuel injection system and an electronic turbocharger.

The 16-valve R2.2 engine peaks at 145 kW at 3 800 rpm, with maximum torque at 436 Nm between 1 800 and 2 500 rpm.

Fuel consumption is 8 l/100 km for the Premium model and 8.3 l/100 km for the Executive and Elite derivatives, as tested in combined European testing cycles.

Power is delivered through an automatic 6-speed transmission, while a manual shift control is also available.

The Santa Fé has a four-wheel-drive lock option which distributes power in a 50:50 ratio to the front and rear wheels for increased off-road ability, while automatically switching to ‘Auto’ mode for protection of the drive system when the speed increases to 40 km/h.

A Flex Steer system offers three steering modes that are selectable via a switch on the steering wheel, enabling the driver to choose between comfort, normal and sport, according to road conditions.

The Santa Fé achieved a five-star (best ranking possible) in Euro NCAP crash tests.

Active safety systems available include electronic stability control, which ensures optimal braking performance by automatically delivering the right amount of braking force to each wheel, based on engine torque and driving circumstances.

Hillstart assist control is capable of detecting an incline, with the brakes then automatically applied to prevent rollback. This is complemented by downhill brake control that helps vehicle-control during steep forward movement.

In terms of passive safety, the Santa Fé is fitted with six air bags – one each for the driver and front passenger, and side impact and curtain airbags.

Remote keyless entry is a feature on all the derivatives, while the Executive and Elite models offers a smart key with push-button start.

The new Santa Fé is available with Hyundai’s 5-year/150 000 km manufacturer’s warranty, plus a 5-year/150 000 km roadside assistance and a 5-year/90 000 km service contract. Service intervals are 15 000 km.

A new maintenance option sees HASA offering customers a pick-up and delivery service from any address on service days.