The new i40 from Hyundai is a segment D vehicle, which will need to compete fiercely with some well-established rivals if it is to succeed. The car was launched to the international fleet market in June, and the reaction of the fleet-operating world was impressive.
Hyundai uses the slogan ‘New Thinking, New Possibilities’ to help in its bid to conquer European markets and change accepted conceptions. This notion extended even to the location chosen for the launch. Because Hyundai Motor Europe’s President Chang-Kyun Han personally requested that the launch take place in a new location, Norway, shunning the more traditional launch locations.
Logical More new thinking was in evidence in the choice of the launch models. Fleet Sales & Remarketing head Oliver Lajara explained to the 150 or so international fleet clients who attended the 2-day launch that in the fiercely competitive D-segment, more than half of all sales are made in ‘break’ version. So moving away from traditional notions, Hyundai decided to launch the car as a break first, with the sedan to follow.
New chapter In explaining the way in which Hyundai is moving forwards, HME President Chang-Kyun Han said that the launch of the i40 was the beginning of a new chapter for Hyundai in Europe. He also said that the brand sold 3.6 million cars globally in 2010, giving it a 5.2% market share. Hyundai is now building its brand awareness with new models, he went on, and is targeting a 3% market share in the highly important European market. Hyundai fleet sales currently represent 35% of overall sales, and the brand is targeting 45%, he pointed out. To ensure that Hyundai continues to benefit from the quality of its products and from the new brand perception this brings, production capacity is being increased via a new plant in St. Petersburg (Russia) and increased capacity in the Czech plant.
Designed for Europe The i40 has been designed in Hyundai’s European design centre in Germany, under the direction of former BMW designer Thomas Börkle. Oliver Lajara stressed that the car is designed in Europe, for Europe. He also said that for this reason, this specific car would not be found in other markets. And President Chang-Kyun Han emphasised this point, explaining that Hyundai had clearly moved away from its former B-segment focus, now covering all segments and operating as a truly European player.
Fleet sales infrastructure To support its new models and its drive to further penetrate the fleet market, Hyundai now has local dedicated fleet managers in 23 European countries, Oliver Lajara explained. There are also 129 Fleet Business Centres in Europe, a figure which is set to rise to 500 by the end of next year. All of this is to help in the company’s desire to capture not only the large account fleet business, but also the important SME business. In terms of warranties, Hyundai offers its ‘5 Year Triple Care’ guarantee. This provides a 5 year unlimited warranty, 5 years’ roadside assistance, and an annual vehicle health check. Another facet of Hyundai’s expanded professional service offering is constituted by the 120 i-Best dealers. This is the guaranteed used car programme, and the network has also been targeted to expand, to 450 by the end of 2012. Residual values, one of the cornerstones of the whole TCO package, increased by 2.1% between May 2010 and May 2011.
New perception As President Chang-Kyun Han had already said, the i40 represents the start of a new chapter for Hyundai. Product Manager Franklin Guinier gave more details about the car, and said that the i40 would not only influence how Hyundai is perceived around Europe, but would even mould the way in which the D-segment itself develops. One of the most desirable features is the emissions level: starting at just 113 grams per km, this makes i40 the class leader. Launched in 1.7 diesel and 2.0 petrol versions, i40 has a number of innovative features. Automatic demisting comes as standard. Other features are heated and reclining front and rear seats and a heated steering wheel. Parking and lane deviation assist programmes can also be specified. Keyless starting is standard, and the handbrake is engaged and released vi a small electric button.
What does the fleet community say? “Well it’s a great event and location, and I am really surprised by the car. It is a good looking car, a European design, and it is a design style that people like. The interior is beautiful. I was unsure about the choice of engines, especially whether the 1.7 litre diesel would be perceived as too small. But with its fuel consumption and emissions levels, and having driven it, this is the one I would go for.” (Tom Vlaminck, KBC Autolease)
“Well it’s a nice car in a very nice place here – very surprising quality in the car. It has a good chance of challenging the existing fleet champions here in Europe. We will be working together with Hyundai to promote the car to our fleet clients.” (Karsten Rösel, CEO ALD Automotive, Germany)
“I think the i40 is really a product which the fleet market is looking for, it belongs to the fleet market. It fills a gap in the Hyundai line-up and means that Hyundai will be able to be successful in this specific segment.” (Suzanne Unser, BCA)
“I think they are really showing willingness and strong interest in car fleets. They want to grow in the fleet industry and the design of their products meets European requirements. You can see that the i40 meets the standards within the European offering. To drive the i40 is a good test, and I think it’s a brand you need to get to know.” (Eric Lelarge, ING Car Lease)
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