Hyundai Passes Toyota, Honda In Brand Loyalty

2011 Hyundai Sonata attracts strong interest

Hyundai has certainly come a long way since introducing its subcompact Excel to the US market in 1986. At that time Hyundai was a one horse player and not a car line known for building quality vehicles. Gradually, the Korean automaker expanded its product line and began a relentless pursuit to win customer loyalty.

Part of its customer loyalty initiative was to roll out a then unheard of 100,000 mile vehicle warranty plan. That plan was hatched in a bid to instill confidence in its customers that Hyundai would stand behind every vehicle built for years to come.

Hyundai Warranty

Subsequently, the company rolled out its “Hyundai Assurance” program, an arrangement allowing customers to return their cars without penalty should thy lose their jobs. That plan was launched in early 2009 during the worst of the recession and is one of the reasons why Hyundai sold more cars in 2009 than they did in 2008, one of only three manufacturers to buck the industry trend.

The good news continues to flow forth for Hyundai as Kelley Blue Book (KBB), the consumer car information company, says that brand loyalty for Hyundai has surpassed industry leaders Honda and Toyota. Moreover, Hyundai car values have been outperforming the industry average while its all new midsize Hyundai Sonata sedan is one of the most researched vehicles on the KBB website.

“Hyundai is clearly benefiting from ‘a perfect storm’ – a result of introducing passionate new products like the 2011 Sonata and 2010 Tucson, while Honda’s mainstream vehicles like the CR-V and Accord are a bit stale in the marketplace and Toyota is experiencing a huge consumer perception crisis,” said James Bell, executive market analyst for Kelley Blue Book’s kbb.com. “To sustain this momentum, Hyundai should continue to promote its attractive new-vehicle lineup, solid warranty offer and strong price-points to new-car shoppers. Hyundai’s main challenge in the near future will likely come from domestic automakers like Ford and GM as they gear up for battle over buyers starting to look for a change from ‘Camry-land.’”

Midsize Market

Indeed, the midsize sedan category has been owned by the Camry-Accord juggernaut since the early 1990s. Up until that time the Ford Taurus was the industry leader but it quickly grew outdated and was surpassed by more modern and better quality Japanese vehicles. Just as the Camry and Accord overtook the Taurus, the Hyundai Sonata should make inroads on these models going forward.

Source: KBB.com

Turbocharged Engines & Premium Fuel

Many of today’s automotive engines are complex and incorporate sophisticated technologies such as direct injection and turbochargers to squeeze more power and better fuel efficiency out of a smaller engine. Your engine may need premium fuel in order to run efficiently, but in some cases premium fuel may be a manufacturer’s requirement.

Octane Choices

Generally, two grades of unleaded fuel are sold across the US: regular and unleaded. Regular produces 87 octane while premium typically delivers 91 octane. Some gas stations sell a mid-grade blend returning 89 octane while a few stations sell a super premium octane blend of 93 or higher.

Cost Differential

Premium gas also carries with it a premium price, usually twenty to twenty-five cents higher than regular grade gas. Letting cost alone determine the best grade of gas for your car is a mistake.

Fuel Performance

The higher the octane, the more efficient some engines run. Most late model cars can run on regular fuel just fine, but a loss of performance versus premium fuel can sometimes occur. You’ll notice a difference when going from zero to sixty as your time will be off by at least a half second when using a lower grade.

Engine Knock

Late model cars come equipped with knock sensors to eliminate engine knock. If your engine knocks, a higher grade of gas may be needed otherwise damage could set in. Pinging and knocking should always be taken seriously.

Manufacturer Guidance

Regardless of what anyone says, follow your manufacturer’s requirements when it comes to fueling your car. If your owner’s manual says that premium fuel is required, then only use that fuel. If it says that it is recommended, then you can use a lower grade.

The difference here is between required and recommended—read your owner’s manual carefully because you don’t want to do something wrong thereby messing up your warranty!

Reference

Edmunds.com:  Do You Really Need Premium?