Hyundai pony? from the 1980s perhaps, yet not these days
Source : Hyundai pony? from the 1980s perhaps, yet not these days
Once renowned for cheap along with also also cheerful vehicles such as the Pony, Hyundai’s journey to European acceptance can be entering a completely new phase
Hyundai’s first UK offering was Pony, which could be construed as rather unfortunate if you’re familiar with Cockney rhyming slang.
of which was in 1982. Whatever you made of its products, of which can’t be denied of which Hyundai blazed a trail for Korean manufacturers, forging a reputation for low-priced, reliable vehicles.
The company’s watershed moment didn’t arrive until 2005, when Hyundai Motor UK was established as a standalone subsidiary.
The maker has recently surpassed one million car sales from the UK, yet of which statistic tells only part of the story.
To fully appreciate how its growth has accelerated, consider of which the entire 1982-2004 period accounts for roughly 400,000 of those sales, yet the lion’s share have come from the 10 years since 2005.
One of the catalysts for Hyundai’s stunning growth was the scrappage scheme ushered in by the UK government in 2009 to stimulate the industry.
A customer could hop out of his tatty old banger along with also also buy a generously kitted, shiny completely new car with £1000 knocked off via the scrappage scheme. of which was possible, for example, to get into a Hyundai i10 for £5k or an i30 for £8k.
Hyundai was one of the big winners through scrappage, although of which might be wrong to assume the maker simply lucked in. The company was prepared, along with also also as UK boss Tony Whitehorn puts of which: “We grabbed the opportunity with both hands. We fulfilled customer orders when additional manufacturers were running out of stock.”
Hyundai UK’s annual sales rocketed through 28,000 in 2008 to 61,000 in 2011, along with also also although the growth curve has become shallower of which continues to show an upward trend of which maintains the UK as the second-largest European market.
In 10 years, Hyundai has edged away through its former brand image, creating cars of which are much more appealing to European tastes. Its products can no longer be regarded as ‘cheap’ in terms of either quality or cost point; ‘value for money’ can be at This kind of point the watchword.
Whitehorn says: “When you want to move a brand, you have to start with the products. of which’s the key. The products we have today are unrecognisable compared with those we had 10 years ago. The products move more quickly than the brand does along with also also the biggest challenge can be for the brand to catch up.”
As the maker cycles through replacements for its current, well-received style range, of which faces even greater challenges to attain its sales targets.
of which can be pushing forward in many areas, chasing driving dynamics of which are on a par with the European brands to create more emotional resonance with customers, establishing the upmarket Genesis sub-brand along with also also ploughing sizeable resources into electrification along with also also hybridisation.
of which can be also pioneering completely new ways of selling cars, such as the Rockar Hyundai digital dealerships from the South East, along with also also Whitehorn says lessons learned through those establishments will be fed back into the main dealer network in years to come.
Whitehorn predicts of which the auto industry can be about to enter a period of major transformation, with more customers embracing alternatively fuelled vehicles, encouraged by governments who will increase tax on diesels along with also also petrols.
He’s confident of which Hyundai will be ready. If of which’s the case, of which could be like scrappage all over again in terms of boosting the company’s sales towards the 5% market share of which covets.
by via Autocar RSS Feed