I have a secret to share. My wife, family, and friends do not even know it, but I am about to tell the auto blogging community: I seriously like this little Hyundai in a big way. The Elantra Touring is a five-door hatchback that has, until now, been a European market car only.
Hyundai is pitching this car as the “sporty” Elantra, with sharper suspension tuning and steering. The powertrain is, sadly, a bit pedestrian-the standard Elantra 2.0L four rated at 141hp, coupled to your choice of a five-speed manual or four-speed automatic. At least the five-speed promises a reasonable 31mpg on the highway. I think an extra 20hp and an extra cog in the tranny are a must here, but could be forgiven given the price.
Autoblog reported pricing on the Elantra Touring today-pricing starts at a very impressive $18,495USD. That buys you Hyundai’s typically long list of standard features, but the standard stuff that leaps off the page are Electronic Stability Control, XM radio, iPod connectivity, remote entry and a B&M Racing shifter. The Premium Sport Package adds 17″ alloys, a power moonroof, and heated seats. An Elantra Touring with the aforementioned package and optional automatic will run you about $20,500.
This car, at this price point, is simply in a class by itself. The closest competition to the Elantra Touring is likely the VW Jetta SportWagen. For comparison purposes, I went to Edmunds.com, took a base Jetta witha 5-speed manual and spec’d it out as closely as possible to the Hyundai, and came close to $23,000-and you cannot get heated seats on the base Jetta. In the Jetta’s defense, the extra coin gets you about the same mileage, but with a 2.5L five-cylinder packing 29hp more than the Hyundai.
This is not Hyundai’s first attempt at a sporty five-door hatchback sold in North America. The Elantra GT debuted in 2001, and was often thought of as a slightly shrunken Saab 9-3.
But…and this is a huge but…Hyundai has an image problem here in North America. And I should add that at this point in time, the perception people have of Hyundai is unfair. The first Hyundai Excel was sold here in 1985-it was dirt cheap, and, well, junky. But few automakers can boast the the dramatic improvements Hyundai has made in its cars over the past 24 years. This year the Genesis rolled into showrooms, poised as a full-size, fully featured V-8 luxury sedan built to stand up to the premium luxury cars of Japan and Germany. To follow is the Genesis Coupe, which will compete against the Mustang, Camaro, and Challenger. These are almost impossible markets to break into, but Hyundai is trying its best. Crazy? Yes! But you have to respect a company that is trying this hard.
Still, image counts to many. You don’t brag to your old college friends that you just went out and bought yourself a brand new Hyundai. You buy a Hyundai for you. And in 2007, 467,000 Americans did just that. Hyundai knows it cannot alter its past, and its response to that problem are simply putting out the best cars it can today.
Has Hyundai evolved enough as a car company to make you think of them differently? Or does the old Excel still influence your opinion? And if your opinion has not changed, what would Hyundai have to do to change it? Let us know!
{ 4 comments… read them below or add one }
The Pony does affect my decisions, but when it is time to consider a replacement for the Mazda I will give Hyundai a fair chance.
The Elantra is a little small for my needs as is the Mazda, so the next car will be mid-full size sedan.
Really what it comes down to… Is the deal, financing percentage (next car has to match or beat 0% over 5 yrs), service centre and over all feel I get from the company and dealership. It has to be a total package. So often the dealerships miss that point.
Oh that’s sales issue not service… I maintain, you give me a good deal on my purchase and treat me with respect as a service client you buy my loyalty. Burn me and the brand, dealership/service shop can kiss me bye bye.
Right GM Canada and Mews Chev in Orleans… Punks.
(Even a 20 something year Cavalier owner should be treated respect. One less future client won’t kill you… RIGHT)
Sorry for the rant, but I feel its all related.
Minor mistake on my behalf-I forgot that Hyundai called the Excel the Pony in Canada. Talk about brand psychology though-Andre and I could be potential customers, but the now 24 year old Excel/Pony still haunt us.
Not to single you out Andre, but you bought a Cavalier, despite Chevy’s disastrous prior attempts at a small car-i.e. the Vega, Monza, and Chevette.
You can disagree with me, but I feel that first impressions are everything. Chevy had built great, affordable cars for the masses before. Horribly disappointing Chevy’s like the ones mentioned above got a pass because we had seen greatness from the brand.
North America hadn’t known any Korean cars, and wasn’t even sure how to pronounce Hyundai when the cars arrived here. The Excel/Pony was our first impression, and it was not a positive one, and for good reason. It was a lousy excuse for a car.
But today, Hyundai builds a range of very competent vehicles. Yet we still condemn them for that Excel/Pony. Go figure.
I really love the design of the car.I thing Hundai is doing good now a days. I am using Hundai Accent for past 3 years and it works quit well with me.So i dont have any points to suggest for a change.
IF YOU GIVE HYUNDAI THE OPPORTUNITY I PROMISE YOU WILL NOT TURN AWAY OR BACK TO ANY OTHER NAME PLATE.IT WAS HARD FOR MY FAMILY TO MAKE THE TRANSISTION (BECAUSE OF THE EXCELS REP) BUT WE KNOW HAVE AN ELANTRA AND 2 SONATAS. IF YOU ARE LOOKING FOR MOST BANG FOR YOUR BUCK WITH COMFORT,QUALITY, RELIABILITY, AND NOW STYLE THEY ARE ABSOLUTLY UNTOUCHED!!!!!!!!!!!!!!!!!!!!!