First impressions last. That holds true in the highly competitive world of the automotive industry. With so many variants under your wings and with little space to work on, fighting aggressively for your place under the sun is a key element of staying in the game. Thus, a car not only has to be a head-turner but also makes an indelible imprint on the beholder.
Hyundai Asia Resources Inc. made sure that its new products would leave a mark on the discerning motoring hacks when it staged the “More Than Meets the I” ride-and-drive event leading to an overnight retreat at the luxurious confines of the Anvaya Cove.
“This is just a sneak peek of the i30 and the Genesis,” said Maria Fe Agudo, Hyundai’s chief operating officer. The public can have more of Hyundai’s wonder vehicles and luxury cars in the new few months, Agudo said.
For the out-of-town event, Hyundai gave the participants keys to a number of spanking new Hyundai i10. The idea was to let the gear heads drive up to the venue for a more personal feel with their latest subcompact car. Being used to driving a large sedan, I was both amused and amazed by the performance of this car. Driving the i10 felt like being behind the wheel of a go-kart because it is zippy, agile and fun to thrash around.
To spice up the ride-and-drive event, Hyundai Asia dared the media to consume the least amount of fuel and test how fuel efficient this car really is. My navigator Ira Panganiban of Business Mirror took care of plotting the route as I summoned my fuel economy driving experience to register a 30.3 km per liter rating, or consuming just 2.7 liters of gasoline from the Hyundai showroom along Macapagal Avenue in Pasay City, up to the Shell Gasoline station along the Gapan-Olongapo Highway. Driven at cruising speed of 60 kph, the i10 was amazingly fuel efficient.
On our way to Anvaya Cove, I pushed the i10 to its limits and was able to reach the 140-kph mark. The sudden downpour prevented me from revving up the engine to the max. Driving in the rain or in the sun, safety is, must and will always be the primary consideration. The ride is not what you would normally expect from a subcompact, but you can safely transport crates of farm fresh eggs with the i10.
Upcoming icons
Launched in October 2007, the i10 is exclusively assembled in Hyundai’s Chennai Plant in India. Introduced as the replacement for the decade-old Atoz, the i10 is exported to 70 countries across the globe which includes Europe and North America.
Rafael Batuigas, Hyundai Asia’s marketing guru, said that the i10 is the firm’s response to the rising fuel costs. “It provides us with a solution and freedom from this crippling fuel crisis. This variant is expected to lock horns with the Honda Jazz, Toyota Yaris, Kia Picanto and the Chery QQ,” Batuigas said. The five-door pocket car is also neatly designed with sloping crystal head lamps, fog lamps and a chopped rear end complimented by massive tail lamps. The interiors of the i10 does not disappoint also, which is a mixture of beige and black with chrome and metal accents. The dash board controls are cleverly designed, with the automatic gearshift mounted on the center console to add more cabin space. The three spoke steering wheel has a good grip to it and the white dial speedometer gauge with a chrome ring finish adds a sporty feel to the interiors. The seating fabric is cool to the touch and lumbar support is comfortable enough for long drives. The downside of this car is cargo space which is not big enough to accommodate a sack of rice. But given the dimensions of the i10, you are encouraged to travel light in the first place.
Hyundai’s media event also saw the introduction of upcoming models such as the i30 and the Genesis in a Moroccan-style setting by the beach. It was Hyundai’s unique way of introducing its new car models to the media.
Designed at the Hyundai Technical Center in Russelheim, Germany, the i30 shares mechanical components with the Kia Cee’d. Available in two variants, Hyundai is introducing the 1.6 CRDi hatchback version for the local market. Hyundai’s next bet is the rear-wheel drive Genesis, a car that was initially a concept model when it made its debut at the New York International Autoshow in 2007. “This car is a full-size sedan, and is expected to compete in the executive car segment,” Batuigas said. The Genesis is armed with a potent 3.3-liter V6 which is mated to a six-speed ZF transmission. Based on the design cues, luxury appointments and technological gizmos that come with these two cars, Hyundai may well represent the future of the Korean automotive industry.
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