8 February 2011
As innovative as the computer and branding gurus at Apple are, they have a lot to answer for.
Ever since the global popularity of Apple's 'i' range of products like the i-Mac and i-Pod were realised there's been a ripple effect, as other brands - keen for some cool appeal to rub off - jump on the bandwagon.
So now society finds itself in a situation where consumers can use i-Google to look up i-Max for times to watch i-Robot, getting there in a Prius i-tech or Mitsubishi i-car...it's i-madness.
Unfazed though, Hyundai too now want in. But admittedly, the use of simple new alphanumeric model coding, proposed for all of the brand's passenger cars makes more sense, and it starts with the i30.
i30 due here February 1, will replace the Elantra nameplate and you can expect - as new models are released - to see the Sonata become the i-40, the Getz the i-20 and so-on. The SUV range however will retain their current naming, presumably for the adventurous, outdoorsy connotations they impart.
The new i30 is the perfect catalyst for the change. It's an all-new vehicle and shares none of the Elantra's least memorable traits, in fact it could well be the best car they have ever built, Hyundai's right for wanting a clean slate with this one.
Styled at Hyundai's new European design studio in Russelheim the i30 has hints of Fiat Punto and BMW 1 series about its surface language.
Finally a Hyundai that competes with the best in class aesthetically.
Class leaders could also learn a thing or two from the attractive interior décor, there are still some hard plastics in the cabin but it's minimal; and offset by attractive dash pad materials and comfortable seating.
The Elite variants New Zealand will receive first (entry-level models will follow later in the year) include full leather, six airbags, active headrests, steering wheel audio controls, tilt/telescopic steering column, climate control, rain sensing wipers, glove box cooler and a six-disc MP3 CD player, with an auxiliary input for your Apple i-pod of course.
A shame Hyundai won't be able to offer entry-level models to tempt purchasers initially, as the $34,990 (2.0 petrol automatic) and $36,990 (1.6 diesel manual) price tags may prove a psychological barrier to many who still perceive Hyundai as a 'budget' vehicle manufacturer.
If our very short drive of an 85kW diesel i30 around an Auckland suburb is anything to go by, the vehicle will impress. Steering weight and precision was the best on offer from Hyundai's stable and with 255Nm of torque available from 2000 rpm the turbo diesel is a strong performer, albeit a little noisy at idle.
We look foreword to spending more time behind the wheel at the vehicle's official launch in the New Year.
Hyundai New Zealand has also announced that all their new vehicles now feature electronic stability program (ESP) as standard fitment at no extra cost. While premium luxury brands can also boast this of their line up, Hyundai is the first of the 'bread and butter' manufacturers to offer this important feature across the board.
'I' Branding, an exciting new design direction and better equipped product than it's competitors, the Korean carmaker definitely appears to have taken a page from Apple's book.
Hyundai's rivals will need to adopt an equally forward-thinking approach to keep up.