Tucson to continue Hyundai sales turn-around

HYUNDAI Motor Company Australia (HMCA) has been hindered of late with supply and model change-over travails that have seen it slip to sixth place in the Australian 2024 new car sales race behind Mitsubishi, Kia, Mazda, Ford, and Toyota.

But HMCA Australia chief operating officer, John Kett says that situation will turn around with the arrival soon of Euro-sourced i30 hatch and the recent launch of new generation Kona in ICE, BEV and hybrid forms and Santa Fe (hybrid only) models with a revised Tucson medium SUV lobbing into dealerships right now including ICE and for the first time, hybrid availability.

Mr Kett indicated the Czech-built i30 hatch could be premium priced due to exchange rates which may impact its former position as the most popular Hyundai.

“Kona has absorbed a lot of sales that would otherwise have gone to the i30 and in many cases buyers are opting for the lower priced models because they are spec’ed up compared to their predecessors,” he said.

“But medium size SUVs are the centre of gravity in the new car market and our new hybrid Tucson offerings are important to getting cut through and recover market share.

“At the moment, the industry is all about hybrid that provides us with an opportunity to regain volume,” he explained while admitting in the recent past, Hyundai had both the previous Tucson and Santa Fe in runout.”

Mr Kett predicted a further softening of the market in July but says the 2024 tally will be on par with the record 2023 result.

“Fleets are active in the market and discerning private buyers who are not necessarily willing to pay a high price. But the hybrid sector is bullish at the moment which will help Hyundai’s new model roll out going into mid-next year,” he added.

“We will have a near constant portfolio roll out in the new financial year led by the Tucson.

“And please don’t ask me about ‘The Ute’ today Mr Kett begged before the assembled media departed the Tucson launch presentation.”

This week is Tucson’s turn to shine and though comprehensively upgraded, adding a hybrid powertrain into the mix (while dropping diesel) it is not a completely new generation with looks pretty much the same as the outgoing Tucson.

Naomi Channell, product planning assistant manager responsible for Tucson, said the revamped medium size SUV’s broad demographics includes couples, empty nesters and young families and the new model provides them with “the best Tucson yet”.

“As the first hybrid Tucson, it marks a significant milestone (for Hyundai) in a vehicle that is both enjoyable and powerful – across all trim levels in two- and all-wheel drive. We expect it to be popular with our customers,” she opined.

Apart from the new powertrains the cabin has been reworked including the dash and centre console with more emphasis on horizontal lines.

“The new model gains our curved screen on the dash and has upgraded interior available in three colour combinations with changes to ambient lighting while new matte Pine Green exterior colour is available for the first time,” added Ms Channell.

“The new model’s improvements are a massive upgrade that more than offsets price increases (of up to $7450) and it remains a value proposition in the marketplace.

“We have approximately 2700 units in stock at launch and predict that up to 20 per cent will be purchased by fleet buyers.”

Hyundai has recently established Hyundai Finance, an in-house provider that offers buyers competitive rates and other benefits when buying a Hyundai model.

Visit GoAuto again soon for our Australian launch review of the updated Hyundai Tucson Hybrid.