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 Up until that time the Ford Taurus was the industry leader but it quickly grew outdated and was surpassed by more modern and better quality Japanese vehicles.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

Hyundai Santa Fe: New and Improved

Midsize sport utility vehicles are a dime a dozen. Or at least it seems that way. Mostly ever car manufacturer offers at least one model, a segment featuring SUVs with two or three rows, typically seating 5 to 7 passengers.

The Santa Fe is also part of the sub-segment of vehicles known as crossovers. These SUVs ride on a car chassis, in this case the one underpinning the Hyundai Sonata, instead of a truck chassis as traditional SUVs do. With crossovers you can get optional all wheel drive capabilities, but as far as off-road work light duty is as far you would dare to go with these models.

Late Arrival

For 2010, Hyundai gave the Santa Fe a mid-cycle refresh, a late one at that. The 2010 model was introduced in January, months later than when new models are usually introduced. Thus, EPA gas mileage figures have only been posted for the base trim package.

The first generation model was introduced in 2000 for the 2001 model year, with the second generation Santa Fe rolling out six years later. Now midway through its lifespan, the Santa Fe enjoys several important tweaks including the following:

• Exterior updates including changes to the grille, fog lights, bumper, and body trim. New wheels are evident, available in 17- or 18-inch sizes.

• On the inside, the third row option is no longer available, which will put the Santa Fe at a disadvantage to similar vehicles including the Toyota Highlander. Third row passenger space was limited anyway as the Santa Fe is smaller than its competing models.

• Where the Santa Fe lacks in passenger seating, it gains in entertainment as the Hyundai now includes a number of important features such as audio controls on the steering wheel, Bluetooth connectivity, and a USB iPod interface. Seats have been upgraded and if you choose higher trim level packages, a power driver’s seat is available as are heated seats.

• Under the hood, the Santa Fe has two new engine choices. A more efficient 2.4L I4 engine is now standard while a 3.5L V6 is optional. The base engine with standard trim is paired with a six-speed manual transmission while all other trim and engine packages include a six-speed automatic transmission.

According to the EPA, the base engine with manual transmission returns 19 mpg city, 26 highway. Fuel economy figures for other trim levels should be released within the next week or two.

Safety Upgrades

Last but not least are a number of safety upgrades including active head restraints for the front seats, antilock brakes and traction control, and rollover sensors which work to deploy the side impact airbags when needed.

Source: Hyundai Motor America