This photo really has nothing to do with the column, it's just really cool and has a Hyundai in it. Nice job Kurt.
I must say it's tough to concentrate on writing about cars when Doc Halladay has been traded away from my beloved Blue Jays. But I must soldier on and tell you more about press events and Hyundai.
See, right before you depart on the driving portion of a press event, there is almost always a briefing about the car and the company's general plan/well being. Last week's Hyundai Tucson event was no different, as the assembled journalistic horde sat in a swanky SLS Hotel lounge amidst changing-color mood lighting listening to Hyundai's PR folks and watching an accompanying PowerPoint presentation. As Dr. Evil said, "Pretty standard really."
I told you about some of the nuggets from that presentation last week, but I wanted to touch on something Hyundai North America President John Krafcik made a point of during the post-presentation, freestyle chit-chat session. He said that Hyundai's "Blue Drive" initiative will be one of three driving forces within the brand going forward -- the others being Hyundai's Assurance program and creating an emotional connection through design and driving dynamics.
Blue Drive is marketingese for an emphasis on fuel economy and sustainability, but I thought Hyundai's approach was refreshing and logical. Krafcik said that its better to have 20- to 35-percent improvements across the model range rather than one big, flashy gain that's expensive, difficult to make a profit from and will most likely be low volume any way. It's not as sexy as having an eco halo car to market and make a PR splash, but it's ultimately wiser.
Take the all-new Hyundai Sonata unveiled at the LA Auto Show. Utilizing direct injection, Hyundai's new 2.4-liter four-cylinder produces 200 horsepower (the highest output of a naturally aspirated four banger in the family sedan class) and will return an estimated 23 mpg city and 35 mpg highway. Eventually, there will be a turbocharged 2.0-liter engine that Hyundai says will also achieve 35 mpg on the highway.
There is no V6 engine option, which Krafcik says will "go the way of the dinosaurs" in this segment. A V6's obvious greater thirst for fuel is one reason, but the other is weight (a giant asteroid hitting the Yucatan peninsula is not). Not only does a V6 weigh more than a four-cylinder, but so do the structural reinforcements needed to hold and secure that weight. Those reinforcements are in place regardless of whether or not you have the four-cylinder, meaning that most midsize cars (according to Hyundai) are carrying around V6 weight even if it doesn't have a V6. Apparently, the Sonata is therefore lighter than average as a result.
Hyundai acknowledged that some folks demand a V6, but noted that customers also appreciate a well-executed turbo. For those who must have a V6 or find the Sonata's supposed sportier driving character just too darned exciting, Hyundai still sells the Azera, which has a V6 and isn't exciting.
Now, the digs about eco halo cars (my term, not theirs) are obviously shots across the bow of Toyota and General Motors. To be fair, both of those companies are certainly making their own strides toward gradual and consistent fuel economy improvements. Also, Hyundai will be making their own Sonata Hybrid by next year. However, the point is well taken. It does make more sense to have an incremental and fleet-wide approach to improving fuel economy. If every generation of vehicles managed to improve in such a way, those seemingly lofty gas mileage and CO2 targets wouldn't seem so costly and daunting. Think of it this way: is it easier to hop a six-foot wall or climb gradually up using a set of stairs?
In the end, I'm encouraged by the fact that Hyundai has managed to improve fuel economy and performance at the same time. Nightmares of the late '70s and early '80s may go unrealized as no second wave of crummy, downsized, underpowered crap cans permeate the market. It puts me in a good mood, which is helpful since my favorite baseball player is now a freakin' Phillie.
James Riswick, Automotive Editor
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By 06scooby
on December 16, 2009
09:36 AM
I agree on Hyundai's approach. Whoever can reduce weight, wring out effecient power from small displacement, and not turn cars into emotionless space pods that would require mortgages, will win this game in the longrun.
By blueguydotcom
on December 16, 2009
10:55 AM
Drive a Golf TDI and tell me it's a compromise. That cat is darn nice. Great interior, solid handling, exceptional power, 3000 lbs, seats 4 easy and a combined MPG of over 35. Plus a $1700 tax credit.
By crowb
on December 16, 2009
12:22 PM
Hyundai is really impressing. Their cars continue to get better and better and I like their broad strategy as highlighted here as well. Keep it exciting while still improving fuel economy and keeping things affordable. Its a perfect formula that some other automakers used to follow. At least it appears Hyundai will have something to offer in the future when I'm ready to buy a new car.
By slickersdrip
on December 16, 2009
08:08 PM
Definitely nice to see Hyundai trying to stay ahead of the curve before the inevitable destruction of performance yet again. I've heard for too many years from my dad about how after he bought his '73 Corvette (and did some extra legal retrofitting) the Corvettes just dropped off afterwards. I'm hoping that the big 2.5 are looking ahead to keep their pony cars from being the big bumpered low performance cars from the mid 70's all over again.
Also, couldn't help but be lured by your Facebook Page... added...
By sodaguy
on December 18, 2009
09:37 PM
My main concern with turbocharging is that turbochargers still carry a negative perception of being high-maintenance and prone to failure. For example, I suggested to my father that he consider a turbocharged 4-cyl engine in his next vehicle, but he quickly dismissed the idea as he was very concerned about the potential for maintenance issues with turbochargers. Therefore, turbocharging may make sense for high-performance, limited-production vehicles. But for volume sellers such as the Sonata, a turbocharged engine may be a tough sell.
Also, as with slickersdrip...added you on facebook.