Hyundai aiming to hit the electric heights! Korean giant set to challenge Toyota as number one auto brand for electrification

Toyota may have stolen a march on the rest of the Aussie new car market with its ground-breaking focus on hybrid technology, but Hyundai is determined to match the local market leader and meet increasing customer demand for electrified models in all segments.

Speaking at the launch of the brand’s updated Palisade SUV, Jonathan Lam, Hyundai Australia’s Senior Manager Product Planning told CarsGuide hybrid or full electrification is being considered in all new model programs.

“We’re looking at what consumers want and more and more the market is trending towards green cars,” he said. “So as future models become available, as green powertrains become available, we’ll study and see if it’s feasible for our market.”

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Asked if the lack of a hybrid or EV options for the family-sized, three-row, petrol or diesel-only Palisade was a barrier to greater sales, Mr Lam confirmed it’s something Hyundai is looking at.

“For Palisade globally, there is no hybrid powertrain. Obviously it’s something we’re continually studying,” he said.

“Is it an impediment to sales? I don’t know, but we’re happy with the sales results the car’s been able to achieve, even with the existing powertrains.”

Hyundai’s Public Relations & Corporate Social Responsibility Senior Manager, Guido Schenken noted the inclusion of hybrid versions in the soon-to-arrive new-generation Santa Fe line-up, giving Hyundai an alternate powertrain option in the large SUV segment. 

Toyota launched the original Prius hybrid in Australia back in 2001, and has subsequently done a lot of the heavy-lifting in terms of changing market perceptions and opening consumers’ minds to the benefits of a dual-power configuration.

After four generations Toyota recently retired the Prius and its derivatives, saying its role as a technology leader was complete. Hybrid tech is now available across seven mainstream models - Yaris, Corolla, Camry, Yaris Cross, C-HR, RAV4 and Kluger - with launch of the ‘hybrid-available’ Corolla Cross scheduled for the fourth quarter of this year. 

To make room for incoming models Hyundai has discontinued its Ioniq hatchback in Australia, which following its local launch in 2018 was available in hybrid, plug-in hybrid and full-electric versions.

In similar fashion to Toyota’s Prius the Ioniq broke new ground for Hyundai in terms of broadening brand appeal, with first the Kona Electric, and more recently, the dramatic Ioniq 5 EV stepping up to push things further in the ‘green’ space.

Other new product coming down Hyundai’s electrified pipeline includes a hybrid and plug-in hybrid version of Hyundai’s popular Tucson mid-size SUV. 

Limited, test-market adoption of the Hydrogen Fuel Cell Hyundai Nexo SUV is another sales match for Toyota’s similarly powered and limited-availability Mirai sedan. 

The Mirai is being offered in limited numbers on a three-year lease arrangement to Australian businesses and government departments to help evaluate the car in real-world, local conditions. The Nexo is also available for lease in special fleet arrangements but isn’t on general sale due to limited refuelling infrastructure.

The sleekly styled Hyundai Ioniq 6 EV four-door coupe is likely to arrive in Australia in 2023 to challenge not only Toyota, but the so-far hugely popular Tesla Model 3.