Hyundai News

Hyundai’s next-generation Tucson has gone on sale in its South Korean home market, with full pricing and specifications giving us an idea of what to expect when the Toyota RAV4 rival lands in Australia. The new Tucson was revealed earlier in the year, featuring a radical new design language Hyundai calls its Art of Steel philosophy. The new mid-size SUV is larger and more efficient than the car it replaces and features the brand’s latest software suite on top of a long list of other refinements and upgrades. Launched in South Korea in four trim levels with two powertrain choices, the Tucson costs from the equivalent of A34,000 to A$41,000 in its standard 1.6-litre turbocharged form, with the hybrid versions jumping to between A$39,000 and A$45,000. Hyundai Korea says it has priced the new version close to the old version despite a raft of improvements and inclusions, increasing its competitiveness. While the Korean pricing isn’t a fair reflection of what we might see in Australia, for reference the current outgoing version is priced from between $42,850 and $59,850 (before on-road costs) in hybrid form. Hyundai has previously stated that Australia will only get the 1.6-litre plugless hybrid variants, at least at launch. This powertrain consists of a 1.6-litre turbocharged four-cylinder petrol engine (132kW and 265Nm) and gearbox-mounted electric motor (47.7kW/250Nm) for a combined output of 180kW. It's available in front- or all-wheel drive. Thanks to refinements to the latest version of Hyundai’s hybrid system, the brand says the new Tucson's fuel consumption is low as 5.7L/100km, according to Korean specs. These specs make the new Tucson both more powerful and more fuel efficient than the outgoing model, despite its increased dimensions. The new trim levels include the base H-Pick, mid-spec Exclusive, top-spec Inspiration, and off-road focused XRT. The brand says it has rolled in many of the features that were only previously available on higher-trim cars as standard, at least for the Korean market, including the full safety and multimedia suite, as well as 100W fast-charging USB-C ports and walk-away locking. The new SUV also features an additional airbag, now totalling nine. Standard features even on the base car include a 12.9-inch multimedia screen, a 9.9-inch digital dash, LED headlights, heated front seats and more. Other new specifications include the choice of 17- to 20-inch alloy wheels depending on the trim level, a ground-view monitor in the multimedia suite, new auto parking features and significant abilities for the car’s subsystems to be upgraded via over-the-air software updates. The off-road oriented XRT trim will also be a first for the Tucson nameplate in Australia with tougher styling features, although the XRT Pro version, which will feature deeper enhancements to ground clearance and genuine off-road ability, is understood to be a North American exclusive, at least for its 2027 launch. Hyundai in South Korea said the new-generation Tucson has already recorded 15,045 orders in its first day on sale, setting a new record for the nameplate. The outgoing car remains the fourth best-selling mid-size SUV in Australia, amassing a total of 15,679 units to the end of September 2026, sitting behind the Toyota RAV4, Tesla Model Y and BYD Sealion 7. Expect to learn more about the new, fifth-generation Tucson as it approaches its Australian launch around mid-2027.

Physical buttons are making a return to cars around the world, but the Chinese government is taking it a step further. China’s Ministry of Industry and Information Technology (MIIT) has filed proposals to mandate physical buttons and switches for critical car functions. Multimedia screens, large-area displays and complex head-up displays in cars must undergo mandatory safety checks under the proposals. These tests will measure the impact on driver distraction, reliability in extreme weather and crash performance. The rules take effect for new models from January 1, 2027, with existing models getting the same scrutiny from July 1, 2027. In February 2026, China overtook Japan as the biggest seller of cars in Australia. The China-built BYD Sealion 7 and Tesla Model Y have consistently been the two best-selling electric cars in Australia. They feature 15.6-inch and 16.0-inch central touchscreens, respectively. The Model Y’s screen controls virtually all functions, while the touchscreen in the Sealion 7 controls climate as well as vehicle and safety settings. Installing a large screen instead of a series of buttons and switches can save carmakers money. Housing features like this in a touchscreen increases driver distraction, with drivers needing to sift through menus instead of looking at the road. It arguably causes a similar distraction to using a mobile phone while driving, but using a big touchscreen isn’t illegal. These new rules will require key functionality to be controlled physically as opposed to being embedded in the in-car software. Buyers will see many of Australia’s most popular models adopt a new layout inside the cabin from 2027. Some brands have already started to reintroduce physical controls in the cabin in response to buyer feedback, including Mercedes-Benz and Volkswagen. The Chinese government is moving to prohibit “folding” or “flexible” screens inside the car. While there aren’t mass-production cars that have these styles of screen, some brands were developing plans to introduce them down the line. China is also banning the use of ‘zero-gravity’ seats while driving that have become hugely popular in luxury models. This feature enables a seat to recline back on a steep angle, while elevating the leg rest to distribute body weight evenly, hence ‘zero-gravity’. This poses dangers to passengers, because in the event of a sudden stop or a crash, they could slide under the seatbelt, and will also be misaligned with airbags. It comes after the Chinese government outlawed electrically-operated hidden door handles, in favour of manual emergency releases.

A fix for a huge electric car problem is in the works. The Electric Vehicle Council (EVC) has announced a $1.43 million investment into a national EV charging roadmap.  The EVC said in its 2026 State of EVs report that Australia still needs "substantial public charging investment”.  It called for better data on demand use, reliability and coverage, with Australia’s charging infrastructure conundrum more complex than merely installing more fast chargers.  The roadmap is expected to be finalised in mid-2027.  The $1.43 million is made up of funding from the Australian Renewable Energy Agency (ARENA) ($1.06 million) as well as contributions from the EVC and other project partners.  The roadmap will look at charging demand, pressure points and where greater coordination could inform investment decisions through to 2035. It aims to introduce a coordinated charging network for passenger cars and heavy vehicles in metropolitan and regional Australia.  “Other major EV markets have recognised the value of coordinated national planning,” EVC Chief Executive officer Julie Delvecchio said.  “This Roadmap will bring that to Australia, shaped around our distances, our electricity system and the needs of everything from passenger cars to heavy trucks.” Owning a petrol or diesel car is becoming more expensive in Australia, and buyers are making the switch to EV power.  The Tesla Model Y has consistently featured in the top five best-selling cars, and in June 2026, it achieved a recording-breaking 8072 sales.  The BYD Sealion 7 has also recorded a serious increase in sales as it provides tough competition for the Model Y, while Geely’s EX5 has had a bumper 2026.  The federal government is targeting 5 million electric cars on Aussie roads by 2035, which would require the total number of EVs on the road to increase tenfold. Electric cars are now among the cheapest on offer in Australia.  The BYD Atto 1 starts from $19,990, drive-away (until December 15, 2026), while the Geely EX2 is available from $26,490, before on-road costs.  The New Vehicle Efficiency Standard (NVES) is helping to increase EV choices for buyers, with high-emission cars incurring hefty fines under the scheme. 

Holden versus Ford was the rivalry that defined the Australian car industry for decades. Whether it was in the driveways around the country or on the racetrack, like this weekend’s Bathurst 1000, for generations Aussies picked a side - red or blue. But while Ford and General Motors (via Chevrolet) are still competing at Mt Panorama, the fire has well and truly gone out of the contest between the two sides. While Ford remains a popular brand, with Holden gone and General Motors now fragmented into Chevy, Cadillac and GMC, there’s no direct competition. So what is Australia’s new car rivalry? There are several options, but in an ever-shifting new car market it can be tricky to pin down just one specific head-to-head battle. So here are a list of our contenders for the replacement of Holden v Ford - let us know your favourite (or suggest your own) in the comments or join the debate on social media. The Holden v Ford contest was defined by Commodore against Falcon, at least it was for decades. These days the two most popular new vehicles have traditionally been the Toyota HiLux and Ford Ranger, so it makes sense to pit these two against each other. Ford’s Everest also gives Toyota’s Prado a hard time in the battle for Australian SUV buyers looking for adventure. And the Mustang and GR Supra are now rivals on track, competing against each other in the Supercars. But, the argument against this being the new Aussie grudge match is Ford simply doesn’t have enough competition against the rest of Toyota’s expansive range. Ford sales have fallen off notably in 2026 (down 14 per cent at the end of September), while Toyota remains on top. Even before Holden’s demise, Toyota had emerged as the benchmark in the Australian car industry. Such was its dominance, capturing nearly a quarter of the new car market each year, that it seemed nobody could challenge it for top spot on the sales charts. But in 2026, BYD has emerged as the surprise new contender, not only for a top five spot, but actually the clear number two brand - ahead of Kia, Ford, Mazda and all the rest. BYD sales have more than doubled in ‘26, as its line-up of electric and plug-in hybrid models clearly hits the spot with what Australian buyers are looking for. Perhaps even more so than Toyota’s limited all-electric and conventional hybrid offerings. Toyota remains comfortably ahead, as in nearly double the amount of sales ahead. So it may take a few more years for Toyota to get nervous about losing the sales lead, but it seems like BYD is the most likely challenger for the crown. If we’re looking to the future perhaps this will come to be the defining contest for the hearts and purchases for Australians in years to come. The pair have locked in a battle for the best-selling electric vehicle in recent years, although the American brand looks to comfortably claim that honour this year thanks to the boom in Model Y sales. But as Australians seemingly embrace electrification, these two brands have clearly impressed plenty of buyers with what they are offering. Whether or not they can both become best-selling brands, especially Tesla with its limited line-up, remains to be seen and that will define how far into the Australian psyche this rivalry ingrains itself. While it’s clearly not the same as the Holden v Ford contest of one brand against another, there is very clearly a new divide in Australia between the so-called ‘legacy brands’ and the new order of Chinese car makers. The likes Toyota, Kia, Mazda and Hyundai have been the Aussie favourites since the Holden/Ford dominance faded - and, in fact, the rise of these brands undoubtedly played a role in the downfall of Holden. But in recent years, especially 2026, they have come under pressure. BYD, GWM, Chery and MG have now cemented themselves in the top 10 selling brands, pushing the likes of Mitsubishi, Subaru, Nissan and Volkswagen down the sales charts. As I’ve previously written, Australians are more brand agnostic than ever before and have embraced these new Chinese brands remarkably quickly. But there are clearly still many who prefer to stick to brand names they know and have experience with. This divide, between those that appreciate the establishment and those who are happy to try the new, could very much come to define the next decade of car culture in Australia. What do you think is the new Holden v Ford? Let us know in the comments or join the debate on social media.

Hyundai is entering the EV price war as it makes its smallest EV cheaper and culls the most expensive versions. There are now just two Hyundai Inster variants to choose from, down from four.  Hyundai has culled the Extended Range variant of the Inster and the tougher-looking Inster Cross with roof basket. This leaves the Standard Range Inster and the regular Inster Cross as the only two options. The range adjustment coincides with the 2027 model year car, examples of which have now started to arrive in Australia. Hyundai has also shaved $1500 off the price of the Inster Standard range to $37,500, before on-road costs, only about five months after the brand ripped more than $4000 off its price tag. The Inster Standard Range comes with a few less features now. There is no interior V2L (Vehicle to Load) port, portable emergency charging cable or heat pump. The latter is important as many carmakers have put heat pumps in to help improve the efficiency of heating and cooling systems and use less of the battery’s energy, which helps improve driving range. The Standard Range comes with a 42kWh battery that delivers a driving range of up to 327km, with power coming from a single electric motor making 71kW. The Inster Cross is also $1500 cheaper at $43,500. It comes with the bigger 49kWh battery and effectively fills the void left by jettisoning of the Extended Range version. It has had the same items removed as the Standard Range to help lower the price. At its heart is a 49kWh battery that provides a driving range of up to 360km and has a more powerful 84kW electric motor. Competition is heating up at the entry-level of the electric car market, as new budget-friendly models arrive in increasing numbers to take advantage of the increased demand due to high fuel prices BYD cut the price of its entry-level Atto 1 to $19,990, drive-away, until the end of the year. The Geely EX2, GAC Aion UT, GWM Ora 5 and Leapmotor B03X have all lobbed in the past few months with price tags at about or less than $30,000. Tesla slashed $9000 of the price of entry into its Model 3 electric sedan, with a new based rear-wheel drive (RWD) variant priced from $45,900, before on-road costs.

Hyundai has pulled the covers off its all-new fifth-generation Tucson medium SUV, positioning it as the Korean maker’s “boldest ever” SUV. Unveiled with New York’s Manhattan skyline as a backdrop, key highlights include a next-generation hybrid system, a Gleo AI voice assistant, the Hyundai Group’s latest Pleos Connect multimedia platform and new Tucson XRT and XRT Pro variants taking the compact five-seater into off-highway adventure territory. Three powertrains will be available globally - internal-combustion, hybrid and plug-in hybrid, with the hybrid only slated for sale here from mid-2027. Built around a 1.6-litre turbo-petrol engine and six-speed auto transmission, specs for the hybrid driveline, to be offered in front and all-wheel drive, include healthy overall outputs of 174kW/380Nm, a 1.49kWh battery and fuel use between 5.6L/100km and 6.2L/100km (depending on wheel size and drive configuration). Pure electric range is not known at this stage. The new hybrid powertrain was developed with key goals of 5.6L/100km fuel economy and 0-100km/h acceleration in under nine seconds and its complimentary ‘E-Traction’ system is designed to optimise torque delivery to minimise traction loss in cornering. The new Tucson has crept up in size, being longer (+60mm), wider (+40mm) and taller (+20mm) than the out-going fourth-gen version. Door opening angles have also been widened to a family-friendly 83 degrees (up from 73 degrees). Although a short wheelbase version will be available in European markets, Australia will only see the long wheelbase model (from Korean production), which measures 2785mm (+30mm) between the axles. In evolving the Tucson’s interior, Hyundai said a minimalist approach has prioritised a premium, low-stress environment with a focus on ergonomically positioned displays and intuitive controls. A pair of 9.9-inch instrument and vehicle information displays sit above the steering wheel in similar fashion to Peugeot’s iCockpit arrangement to “keep the driver’s visual field uncluttered”. Screen size varies by model, but below the 12.9- or 17-inch central multimedia display a row of ‘tactile buttons’ has been included for frequently used features like ventilation and audio. Following the practice of other recent Hyundai models, the shift-by-wire gear selector is mounted on the steering column to liberate extra space in the centre console. Final specification is yet to be confirmed but Aussie buyers can expect to see: Over-the-air (OTA) updates for multimedia and other systems LED exterior lighting 20-inch alloy rims Dual wireless charging pads Multi-zone climate control Stay Mode (engine-off air con, heating, audio, charging) While the XRT Pro remains exclusive to North America for the time being, Australia will see the Tucson XRT which features a unique, wider nose treatment, extended black cladding around the wheel arches and lower body, skid-plates and a specific, off-highway focused wheel and tyre package. Hyundai has also confirmed a "sports-inspired” variant of all-new Tucson will debut at the 2026 Paris Motor Show on October 12. Launching the 2027 Tucson, Hyundai Motor Company President and CEO José Muñoz said, “Millions of families around the world count on the Hyundai Tucson, and this is the best one we have ever built.” “Its combination of bold design, generous cabin space, seamless infotainment, and available hybrid efficiency sets a new standard for what customers should expect in this segment. Tucson opens the most ambitious product offensive in our history, including more than 100 new and refreshed vehicles globally by 2030,” he said.

Two new electric SUV models are in the works from Hyundai.  The Korean brand will launch the Ioniq 4 small SUV and Ioniq 7 mid-size SUV in 2027, according to a report in Auto Express. This could offer buyers more affordable electric cars from the brand. The Ioniq 4 small SUV would be one of Hyundai’s cheapest electric cars, priced above the incoming Ioniq 3 hatchback, but still less than the Ioniq 5.  Expected to launch in 2027, the Ioniq 4 will start from 25,000 pounds (about $A48,000), but new cars in the UK cop a hefty taxing, so it’s more likely to be in the high-$30,000s bracket in Australia.  The current Kona EV would likely need to make way for the Ioniq 4 in Hyundai’s line-up as the pair target similar buyers.  The Ioniq 4 would tackle other electric small SUVs like the BYD Atto 2 EV ($31,990) and Kia EV3 ($47,600) in Australia.  It will take on a boxier shape, providing increased practicality and interior space. The car is thought to be powered by a single front-mounted electric motor, with potential for a dual-motor ‘N’ performance variant in the future.  It is expected to be available with 42kWh or 61kWh battery options, providing a competitive driving range, while riding on a 400-volt platform.  Hyundai originally planned to name its full-size three-row EV the Ioniq 7, but adopted the Ioniq 9 moniker instead to reflect its flagship status. The Ioniq 7 would be a size up on the Hyundai Elexio, which is sourced from China. Pricing is expected to start from about 50,000 pounds, which is roughly $A100,000, but again, it’s likely to land around the $70,000 mark Down Under.  It would need to be cheaper than the Ioniq 9 which starts from $119,668 here. It would sit between the Ioniq 5 SUV and the Ioniq 9 full-size three-row SUV, but can be optioned with two or three rows of seats.  Built on Hyundai’s 800-volt platform, it's rumoured to use single- and dual-electric motor set-ups, capable of rapid charging, with roughly 650km of driving range.  It’s too early to say whether the Ioniq 4 and Ioniq 7 will hit Australian showrooms.  The pair would need to satisfy the business case in Australia, but that hinges on where the cars will be built.  If these models are built in Europe, like the Ioniq 3, the Australian branch would have to contend with expensive import costs, making it more challenging to compete with sharply priced Chinese rivals. It would be more feasible for Hyundai if these models were built closer to Australia, either in China or South Korea. Expect more details on the Ioniq 4’s and Ioniq 7’s Aussie futures ahead of their European launch in 2027. 

Hybrid power is now mainstream for Aussie buyers.   It's an important choice for buyers transitioning from petrol- and diesel-powered cars to full EVs. Hybrid-powered cars are also important for brands as they seeks alternatives to internal combustion cars that incur fines under the New Vehicle Efficiency Standard (NVES). There are broad categories of hybrid cars in Australia, and each one has its own benefits for buyers. Here's a look at what hybrids are available, and which one might suit you best. Mild hybrid power is the first stage of electrification for cars. Mild hybrid cars can't drive on EV power alone, because they only use a small, low-voltage battery (usually) 48-volt, with a less than 1kWh capacity. The electric motor usual powers certain electrical features and the starter motor. They don't need to be charged, but they also don't offer noticeably better fuel efficiency than standard petrol- and diesel-powered cars. The popular Toyota HiLux ute is available with a 48-volt mild hybrid system, while Suzuki and Renault offer mild hybrid set-ups on some of their models. Conventional hybrid, plug-less hybrid or self-charging hybrid cars are popular in Australia. The engine works seamlessly with a bigger electric motor to maximise fuel efficiency. A conventional hybrid usually runs on electric-only power at low speeds or for short distances when cruising at higher speeds. The engine will kick in at higher speeds or when more power is needed, blending petrol and electric power. This makes fuels efficiency in urban environments or star-stop traffic better than what a petrol- or diesel-powered car would achieve. The battery in a conventional hybrid is charged by the engine and from regenerative braking, meaning the car doesn't need to be plugged in. The conventional hybrid car's battery is smaller than those in plug-in hybrid and fully-electric cars, and still requires a petrol engine to run. Toyota provides conventional hybrid set-ups on the vast majority of its Australian line-up, including its RAV4 SUV and Camry sedan. Other popular brands Kia, Hyundai and others also have affordable conventional hybrid variants on its popular models. Plug-in hybrids or PHEVs take hybrid power to the next level because they are equipped with a much larger battery and a more powerful electric motor set-up. PHEVs have a long electric-only driving range, with some capable of exceeding 200km, before the engine is needed to drive the wheels. Most new PHEVs have an EV range of at least 100km. This means daily commuters will rarely have to fill-up on fuel if they charge the battery every night. PHEVs also boast significant combined driving range as they have a regular sized fuel tank to power the engine, resulting in ranges of north of 1000km before the fuel tank and battery are depleted. Carmakers often claim PHEVs drink less than 2.0L/100km of fuel, but that requires owners to constantly charge their batteries and never let it deplete. Once the battery is depleted fuel use will skyrocket, as the small engine has to move around a heavy vehicle weighed down by the battery and electric motors. PHEVs suit a buyer with access to charging facilities, who also want outstanding fuel efficiency. Bigger Chinese vehicles usually employ PHEV set-ups, including the BYD Shark 6 ute and incoming Zeekr 8X and 9X. Range-extender hybrids, also known as Range Extender Electric Vehicle (REEV) or Extended-Range Electric vehicle (EREV), are gaining popularity globally. They are feature similar hardware to PHEVs, but work in a different way. The engine in a REEV's is used as a generator for charging the battery, and the wheels are driven by the electric motor, or motors, only. REEV's have an EV-sized battery that can also be plugged in to charge, giving these cars a driving range comfortably exceeding 1000km. Leapmotor's B10 and C10 SUVs use REEV set-ups in Australia, but the incoming Forthing Taikon 5 and the XPeng L03 will also employ the set-up when they hit showrooms. Nissan’s ‘e-Power’ hybrid system in the X-Trail and Qashqai SUVs employ REEV tech on a smaller scale, using the engine to power a small battery that powers the wheels, but this battery cannot be plugged in to charge.

If you’re an EV buyer in 2026, you need to know about this.  The Electric Vehicle Council (EVC) has revealed the state of play for electric and plug-in hybrid cars in Australia in 2026.  This is the 10th year of the ‘State of EVs’ report as more buyers bought EVs than ever before Down Under.  The report analysed the 2025-26 financial year, and how buyer trends and infrastructure, among other things, have changed in that time.  It called for several policy reforms, including targeted equity-based policy to assist economically-disadvantaged Aussies reap the benefits of EV driving. Australia’s charging landscape is diverse, it is also complex and fragmented and needs major investment, according to the report.  In June 2026, there were 4268 public charging locations, which is 235 per cent more than June 2025 There were 11,602 public charge points in June 2026, up 175 per cent compared to June 2025 The EVC said there needs to be more research into how owners charge EVs and where they need them most.  “Australia still needs substantial public charging investment, but the task is not as simple as just installing more fast chargers,” the report reads.   “Most charging happens where vehicles already park—at homes, apartment buildings, workplaces, destinations, kerbsides and depots.” The report calls for a nationally-coordinated charging roadmap and scaled infrastructure deployment. This news comes after NRMA spokesperson Peter Khoury told CarsGuide in December 2025 Australia’s charging infrastructure was lagging behind.  “We’re nowhere near. We’ve got nowhere near enough public charging,” NRMA spokesperson Khoury said.  “There are lots of areas that don’t have energy that comes from outside the energy grid so you’ve got to create energy sources at those locations.” The EVC is calling for the government to implement a range of new rules in Australia.  It wants a targeted equity-based policy to help all Australians use EVs and take advantage of the cost savings with EV adoption. The report states that EVs have lower running costs than petrol- and diesel-powered cars, with less maintenance, seeing a typical driver saving roughly $3000 per year.  The EVC said this figure did not include the substantial increases to fuel prices in 2026, with savings calculated today even higher.  It said the federal government needs to implement an updated New Vehicle Efficiency Standard (NVES) for cars sold beyond 2029 to align with 2035 emissions reduction targets.  NVES is a set of emissions rules that imposes fines on cars sold that emit high levels of CO2 into the atmosphere.  Developing a car takes a brand several years to complete, meaning carmakers need to know the rules these models will need to follow. It also said there should be a national road-user charge that does not deter EV uptake. This would differ from the current system proposed by the New South Wales government from 2027 that the EVC said would slow EV sales. The New South Wales government wants a road user charge to make up for lost fuel excise revenue and ensure all road users contribute to maintenance.  The EVC found a fully-electric or PHEV car was bought every 100 seconds on average in the first half of 2026, with one in four new car sales using an electric powertrain. The report reads cost-of-living pressures, soaring fuel prices and greater EV choice has contributed to a sharp increase in electric car uptake in 2026.  Fully-electric and PHEV sales accounted for 25.8 per cent of new car sales up to June 2026, increasing from 12.1 per cent up to June 2025 There are 196 combined full EV and PHEV models on sale, compared to 153 models in 2025 There were 157,957 electric and PHEV sales in H1 2026, up 177 per cent from H1 2025 Australia’s EV uptake is now in line with the global average, according to the International Energy Agency “So, at a time when fuel prices are fluctuating and cost-of-living continues to bite, it’s no surprise that EVs have become a popular choice,” the report states.  “As of June 2026, drivers have never had a greater choice of EVs in Australia.” Australia recently got its new cheapest electric car in the BYD Atto 1 that is being offered from $19,990 (drive-away) until December, 15 2026.

Hyundai let CarsGuide in on why its Australian division gets special attention from its South Korean parent company. “We’re quite a small percentage of global volume but the level of support we get from Korea is always higher,” said Bill Thomas, Hyundai Australia’s GM of Corporate Communications. “Australia is a hugely competitive market and if you’re doing well here, you will, in theory, do well in a number of different markets which are less competitive. “Also, in terms of customer sentiment, there’s a mixture of European and American buying behaviour.” “So there’s interest from in the makeup of the market, both the competitor set and the customer demand for various types of vehicles.” Globally, Hyundai’s Australian arm outperforms compared to other markets where the South Korean giant plays. “If you look at our market share compared to some of the markets across the world, you’d find that we’re certainly up there amongst the better performing markets,” said Hyundai Australia's General Manager of Product Planning Jonathan Lam. Australia is not just important to the company as a vector for high sales either. Our market has seen the introduction of right-hand drive exclusives, like the first-generation Palisade large SUV, or the last-generation Veloster hatchback. There are new factors drawing Korea’s attention to Australia. Our market has become one of the most competitive in the world off the back of Chinese automakers using Australia as a stepping stone to Europe. It presents an opportunity both ways, as Hyundai has a chance to compete with these new brands often before they debut in larger markets. “The competitiveness of this market means that, yes, we are getting a lot of focus from headquarters,” continued Lam. “So that does actually make our job a bit easier, but at the same time it’s not like we can just ask for something and get it. “We have to make a strong case for every product. Head office won’t accept just anything, we have to be very detailed and structured in terms of the business case.” Lam said that the explosive amount of competition in Australia wasn’t boxing Hyundai into particular price points or segments for its range. “It’s not necessarily just the number of competitors here or how cheap they are” he said. “You could have a segment with fifty competitors, but it’s more to do with which are the ones actually selling in volume.” “We feel our pricing is competitive. Obviously there are competitors which will be cheaper, and there will be some which are more expensive, but I think for us it’s never just pricing which is what is driving market share or sales. Actually if it was just about pricing that would make my job a bit easier.” Lam said "intangible benefits" of the Hyundai brand, whether it was buyer familiarity, dealer and service network, or vehicle design and quality, are helping the company keep close to the front of the pack despite the ambition of new brands in the top-10 rankings. Lam said there were even products in Hyundai’s portfolio which didn’t have to sell in the kinds of volumes which rivals, Chinese or otherwise, might be aiming for. He conceded the Palisade XRT Pro, as a monocoque adventure-focused large SUV was a “quite niche” offering intended to make up around 10 per cent of the model’s volume. Even the Hyundai Inster city-sized electric hatch, which is priced significantly higher than something like the BYD Atto 1, was something the brand was keen to keep around as an alternative for buyers. “Niche products have their place in our portfolio. It’s not a car which is going to appeal to all consumers, but it has a very specific buyer subset who still really likes that car.”