Slow Staria sales no cause for alarm: Hyundai

HYUNDAI’S Staria people mover has been a rare miss for the importer in terms of Australian sales, with numbers for 2023 well down on the year prior.

Year-to-date sales for the Hyundai Staria show just 951 examples have been sold – or an average of 95 per calendar month – down 34 per cent on the 143 units sold each month throughout 2022.

Speaking to GoAuto at the recent launch of the Kona Hybrid and EV in Canberra, Hyundai Motor Company Australia product planning manager Chris Saltapidas, said the numbers reflect the Staria’s unique position in the local market, and says the vehicle should not be compared with sister brand Kia’s more conventional people mover.

“I would disagree that it (the Staria) has been a failure for Hyundai locally, and no, it hasn’t failed to meet our expectations,” he said.

“It was slow to take off, and I think that had a lot to do with the change in name – from iMax to Staria – and maybe the ‘bit out there’ styling. But it is meeting our expectations in terms of sales, and we think it’s a great performing and great looking people mover – it really stands out.”

However, GoAuto understands that in establishing the all-new Staria nameplate, Hyundai’s objective was to steal 50 per cent of the Kia Carnival’s market share by reaching as many families as possible in a short timeframe by connecting with their “sense of imagination through technology”.

Compared with rivals within the People Mover under $70K segment, the futuristically styled family hauler has fallen sharply from its 2022 sales high.

Last year, the difference between the Hyundai Staria and Kia Carnival – the top-selling vehicles in the segment – was 6333 units. This year to date, that number is 8695 units, and growing.

“In terms of sales performance, it’s doing fine. We don’t expect it, for example, to do the same volume as our sister brand (the Kia Carnival) because it is a much larger vehicle, and it’s not as conventional,” said Mr Saltapidas.

“That said, it has a purpose, and it is serving that purpose well – we are very happy with it.”

Conversely, the commercial oriented version of the Staria – the Staria Load – is performing admirably in a segment dominated by a blend of stalwart rivals and cut-price Chinese competitors.

To the end of October, Hyundai sold 2180 examples of the Staria Load, the model placing fourth in the Vans/CC 2.5 to 3.5-tonne segment behind the Toyota HiAce (5829), Ford Transit Custom (2491) and LDV G10 (3141).

“The Staria Load is a different kettle of fish, because it is a commercial application, and I think when people look at the value for money of that vehicle against our main competitor, it’s almost a no-brainer to buy a Staria Load,” Mr Saltapidas told GoAuto.

“In terms of its size, and what it offers when compared with its nearest competitor, I think the Staria Load has a lot to offer, and we’re seeing that reflected in sales.”

Hyundai iLoad / Staria annual sales:

*Year-to-date end of October 2023.