HIGH-flying Hyundai are going for broke on the back of an astonishing year when sales doubled.
All this happened in a year when, but for the Government scrappage scheme, the recession would have crippled some car companies.
So with 57,000 sales, twice what they were expecting, it is clear scrappage was good for Hyundai although the company will tell you they were on a roll anyway.
Talk about being in the right place at the right time, Hyundai had three new models tailor made for the car industry rescue package. The end result is a company that it is no longer an emerging brand, it has arrived, and there are more fireworks to come with eight new models in the next 18 months.
The first chapter in Hyundai’s latest blockbuster is a super stylish SUV which is also going to frighten some of the mainstream family hatchbacks on sheer space and value for money.
The ix35 takes over from the hum-drum Tuscon and has its sights set on Toyota RAV4, Ford Kuga, VW Tiguan and Nissan Qashqai. But Hyundai also hopes its car will capture the imagination of hatchback owners in the same way as Qashqai has provided a credible alternative family car.
Nevertheless ix35 is still viewed as a sports utility rather than a crossover, like the Qashqai and new Peugeot 3008. You can judge that by the ride which is on the hard side - well it is a four wheel drive so what do you expect?
So what is going to temp a Focus, Astra or Golf driver to the Hyundai ix35? Two things: forecourt appeal and value for money.
There is no doubting this new SUV is bursting with style with a pretty face and strong wedge look profile so as sports utilities go, this is one smart piece of kit. But the nitty gritty is what comes next and here the Koreans are going for the jugular with an aggressive £16,495 starting price along with its Triple Five offer of five years warranty, five years roadside assistance and five year health check.
The opening shot gives you two-wheel drive powered by a 2-litre petrol, an engine that frankly does not feel as if it can muster 160hp. It is very weak in the mid range and buyers will undoubtedly prefer the excellent 2-litre diesel but here’s the rub: it’s an extra £1,500, a whopping amount which for people on a budget can only be justified if annual mileage is well over 20,000 a year
Here’s hoping there may be some relief on price when a new 113hp 1.7 diesel is launched later this year.
For those wanting diesel now they will not be disappointed with the 2-litre which is fairly refined and has plenty of zip for overtaking, even responding well in sixth gear and is capable of averaging 50mpg according to the official fuel consumption figures.
There are just two trim levels, Style and Premium and one look at the spec sheet will tell you there is no need to go any further than the basic model. Style has everything bar the kitchen sink and here’s a sample: 17in alloys, ESP, air conditioning, Bluetooth connectivity with voice recognition, heated front and REAR seats, downhill brake control, reverse parking sensors…. I could go on.
For those who can spend more take a peak at the £800 media pack on the Premium model which adds a reverse parking camera and touchscreen satnav.
So the gloves are off with a fascinating battle about to start. Apart from those already on the scene Hyundai’s biggest threat to ix35 is likely to come from inside its own camp when partner Kia launches the rival Sportage in the next few weeks.
Hyundai factfile
ix35 4WD CRDI Style
Engine: 2-litre diesel; 134hp
Performance: 0-62mph 11.3secs; 112mph
Economy:49.5mpg combined;
Emissions: 149g/km.
VED £125
Insurance group 19 (out of 50)
Price: £18,995