Scrappage has elevated Hyundai's standing in the new car market and it needs to keep the momentum going with some new product.
Luckily the ix35 has stepped in to mark another new start for the Korean brand as the first of its "fluidic" designed models.
Subsequent Hyundai models will all feature this new hexagonal family face which gives the brand a bit more edge and identity.
The main message for dealers is that this is a car which could be an alternative to a small SUV or even a family hatchback. This isn’t a straightforward Tucson replacement.
It takes up the same amount of space on the road as a C-Segment hatchback and has prices to match.
Hyundai has got the Ford Focus in its sights, as well as the Nissan
Qashqai and Citroën C4 Picasso.
Hyundai wants dealers to explain to customers that have been tempted into showrooms following the scrappage scheme that an entry-level
Style model is less expensive to buy than a basic Ford Focus. The model range only features a Premium trim in addition to the Style, but both are heavily specified with standard equipment.
Customers can choose from a 2.0-litre petrol and 2.0-litre diesel, but there will be a new 1.6-litre petrol emitting 149g/km CO2 and a new 1.7-litre diesel in the autumn. All models have six-speed manual gearboxes as standard. An automatic six-speed transmission won’t arrive until the end of this year.
Modest sales of 2,500 from launch until the end of this year are predicted, but Hyundai is expecting this to increase to 4,000 units over a 12-month period. The 2.0D Style will be the biggest seller and Hyundai wants the
combination of style, specification and value to result in a no-haggle situation in the showrooms.
The five-year transferable warranty is also an additional bonus for customers.