Hyundai Backtracks But Committed to U.S. HEV Launch
02-18-08, 07:48 PM
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Hyundai Backtracks But Committed to U.S. HEV Launch
http://wardsautoworld.com/ar/auto_hy...cks_committed/
That sounds like a silly reason to delay it's hybrids in North America. Hybrids are much more than simply meeting California law.
By 2013 the hybrids from the competition, especially Toyota will be so advanced.
There has been so much talk about Hyundai becoming a formidable and strong competitor but if Hyundai is actually going to wait until 2013 to release hybrids here in North America that it will be a big mistake on Hyundai's part. By then we could see hybrids from Indian or Chinese automakers here and it could make things tough for Hyundai since their brand perception in the US is still quite low. By not releasing hybrids for that long it will only hurt Hyundai's US perception.
Hyundai Motor America is pushing back its U.S. hybrid-electric vehicle launch to 2013, at the earliest, says the auto maker's North American product guru.
Previously, Hyundai said it planned to introduce a gasoline-electric version of its Elantra compact car by 2010. But slower-than-expected U.S. sales growth suggests the auto maker can afford to wait.
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“Hybrid implementation in the U.S. is driven by law — California law, primarily,” says John Krafcik, vice president-product development and strategic planning.
Once an auto maker reaches an annual sales threshold of 60,000 units in California, it becomes subject to the full requirements of that state's Zero Emission Vehicle (ZEV) law, says a spokesman for the California Air Resources Board (CARB).
To date, the Big Six — General Motors Corp., Ford Motor Co., Chrysler LLC, Toyota Motor Corp., Honda Motor Co. Ltd. and Nissan Motor Co. Ltd. — are the only auto makers affected. Compliance mandates distribution of vehicles with zero or near-zero emissions, ranging from electric to those powered by compressed natural gas.
“Hyundai is currently classified as an intermediate-volume manufacturer under the ZEV regulation,” the CARB spokesman says. This means the auto maker is mandated only to distribute vehicles that meet emissions levels deemed partial-zero, which include those powered by fuel-efficient, 4-cyl. gasoline engines.
Hyundai does not disclose its sales totals in California, or any other U.S. regional market.
Previously, Hyundai said it planned to introduce a gasoline-electric version of its Elantra compact car by 2010. But slower-than-expected U.S. sales growth suggests the auto maker can afford to wait.
ADVERTISEMENT
“Hybrid implementation in the U.S. is driven by law — California law, primarily,” says John Krafcik, vice president-product development and strategic planning.
Once an auto maker reaches an annual sales threshold of 60,000 units in California, it becomes subject to the full requirements of that state's Zero Emission Vehicle (ZEV) law, says a spokesman for the California Air Resources Board (CARB).
To date, the Big Six — General Motors Corp., Ford Motor Co., Chrysler LLC, Toyota Motor Corp., Honda Motor Co. Ltd. and Nissan Motor Co. Ltd. — are the only auto makers affected. Compliance mandates distribution of vehicles with zero or near-zero emissions, ranging from electric to those powered by compressed natural gas.
“Hyundai is currently classified as an intermediate-volume manufacturer under the ZEV regulation,” the CARB spokesman says. This means the auto maker is mandated only to distribute vehicles that meet emissions levels deemed partial-zero, which include those powered by fuel-efficient, 4-cyl. gasoline engines.
Hyundai does not disclose its sales totals in California, or any other U.S. regional market.
By 2013 the hybrids from the competition, especially Toyota will be so advanced.
There has been so much talk about Hyundai becoming a formidable and strong competitor but if Hyundai is actually going to wait until 2013 to release hybrids here in North America that it will be a big mistake on Hyundai's part. By then we could see hybrids from Indian or Chinese automakers here and it could make things tough for Hyundai since their brand perception in the US is still quite low. By not releasing hybrids for that long it will only hurt Hyundai's US perception.
02-18-08, 07:53 PM
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Hyundai originally planned for 2010 to release hybrids in North America and that would have been fine, but IMO 2013 or later is pushing it and Hyundai is taking a big risk here in terms of their US perception.
Imagine how popular and significant hybrids will be in the marketplace by 2013. We could also see plug-in hybrids and diesel hybrids on the market by then which will make it even tougher for Hyundai to compete with their hybrids. Consumers may ignore Hyundai hybrids for more established models.
Imagine how popular and significant hybrids will be in the marketplace by 2013. We could also see plug-in hybrids and diesel hybrids on the market by then which will make it even tougher for Hyundai to compete with their hybrids. Consumers may ignore Hyundai hybrids for more established models.
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