Kona buyer preferences changing: Hyundai

HYUNDAI has now completed the roll-out of its all-new Kona range in Australia, with hybrid and fully electric models joining the internal combustion-powered range from this month.

The broadened availability of new energy models means the Kona now offers more choice to buyers than ever before, alongside greater equipment, technology and safety inclusions that arrive standard as part of the all-new range.

Interestingly, Hyundai Motor Company Australia (HMCA) believes the level of choice offered to buyers within the new Hyundai Kona range will see a change in customer perceptions, meaning more Kona customers will opt for hybrid and electric powertrains.

Speaking to GoAuto at the launch of the Kona Electric last month, HMCA chief operating officer John Kett said that as more buyers look toward available new energy offerings, the ability for Hyundai to offer tradition combustion power alongside hybrid and battery electric models is one that will see Kona sales increase.

“Two months into launching the hybrid we were running at a 70:30 split between ICE and hybrid sales. This number is based only on private sales, as we have not done any fleet deals at this point in time” he outlined.

“Obviously we started at 100 per cent ICE until the hybrid went on sale, and that shift has already gone to 70:30, and I think it will move to 60:40 including the 10 per cent of buyers who will opt for fully electric.

“We are expecting a significant increase in Kona sales overall with the arrival of the new model. There is no doubt in our mind that it’s a 15,000 to 18,000 (unit) type of portfolio for us, and we think EV models could be 10 per cent of that (number).”

Mr Kett said that pre-orders for the Kona Hybrid and Electric have exceeded expectations, with buyers opting for a slightly larger model that fulfils many of the duties offered previously by the i30 hatch.

“Pre-orders have been well above where we initially expected, and the Kona will also have a role to play in filling (volume) between the departure of the PD-series i30 and the European-sourced i30 which comes here in the third quarter of this year,” he said.

“This product (Kona) has to do the heavy lifting, and that is something we’re constantly thinking about – it is important that we get the price and positioning of the model right.”

Since making the comments, HMCA has now priced its entire Kona line-up for Australia, the electric model range beginning at $54,000.

Based on Mr Kett’s forecasts, it is expected the Kona Electric will sell somewhere in the vicinity of 1800 units annually, with the remainder split between ICE (11,340) and HEV (4860).

The overall number represents a year-on-year increase of almost 7000 units over the model’s 2023 sales tally.

The most recent full-year sales total for the Hyundai Kona shows it is one of the most popular sellers in the Small SUV under $45K segment with a tally of 11,183 units sales for the 2023 calendar year.

The Kona was beaten by the MG ZS (29,258 unit sales), Mazda CX-30 (13,115), and GWM Haval Jolion (11,252), but placed ahead of the Kia Seltos (10,473), Mitsubishi ASX (9176), Subaru Crosstrek (8991), Volkswagen T-Roc (8943) and Toyota Corolla Cross (7932).

Visit GoAuto again soon for our local launch review of the 2024 Hyundai Kona Electric.