IN very much the same manner that it entered the competitive automotive market several years back, Hyundai is tackling difficult times with a bold and fearless move.

The Korean car manufacturer, now fifth overall in terms of popularity and sales in the local market, recently introduced not one but three all-new cars that should rock its rivals in their respective segments.

The three cars, which are under Hyundai’s i-Series—the i10, i30 and the Genesis—were officially unveiled at the rain-drenched Anvaya Cove on July 27 during a very special media presentation.

“Though the future seems marred with uncertainty and, at times, economic turmoil, we at HARI remain undaunted and even more challenged to take the lead in introducing the best automobiles. In what may be the darkest hour in the history of the local auto industry—with the constant issue of fuel prices, political unrest and other crises—we bring you Hyundai’s finest moment in history, emblazoned by the cars that you shall see tonight. There is no better time than now, for Hyundai has finally arrived,” were the strong words of Fe Agudo, managing director and chief operating officer of Hyundai Asia Resources Inc. (HARI), official distributor of Hyundai vehicles in the country.

New luxury sedan Hyundai Asia Resources Inc. managing director and COO Fe Agudo with the Genesis

She added, “In the middle of a dark night that surrounds us right now, Hyundai’s brilliance will once again be revealed. Cutting through the shadows in forms so extraordinary, so grand and so exhilarating, they will leave you wanting, holding on to the edge of your seat and craving for more.  What you are about to witness tonight will confirm what Hyundai has now become: a determined challenger in the global automotive arena, throwing its inhibitions to the wind and leaping forward with renewed confidence.”

The inclement weather that night somewhat subsided as the three vehicles made their grand entries during the Moroccan-style party. First was the diminutive but surprisingly sturdy and economical Hyundai i10, one of which was tested by this writer several hours before the event.

The i10 has an automatic five-speed transmission and is capable of 150 kph on various stretches of the newly built Subic-Clark-Tarlac Expressway despite driving rain. Its handling is comparable with that of the Mini Cooper. What will surely make it attractive to the market is its P500,000 price.    

Next up was the Hyundai i30, a 1.6-liter five-door hatchback with a mesmerizing design that will be available in two variants—one with gas engine mated to a four-speed automatic transmission, and one with a CRDi diesel engine with variable geometry turbocharger mated to a five-speed manual transmission.

The i30 is a sporty vehicle that can challenge even the bestsellers in its category with its groundbreaking technologies. No wonder the i30 was chosen as Car of the Year last year in Australia and in Spain. It also emerged as the CARSguide Green Car of the Year in Australia also last year.

There is no price tag as of yet for the Hyundai i30, but many believe it will go for around P1-million plus.

All hell broke loose that night when the 3.8-liter Genesis made its debut amid a flood of lights and pomp. The Genesis is a product of many years of research and is manufactured in Hyundai’s Ulsan plant.

The luxurious rear-wheel-drive car is powered by a 3.8-liter FR Lambda V6 engine and “fitted with advanced technologies to maximize the luxury sedan’s responsiveness, svelte ride and fuel economy.”

The Genesis’ exterior evokes powerful elegance and strong visual impact, while the interior is full of exclusive frills one could only imagine inside a luxurious vehicle.

Truly, the dark night suddenly became illuminated no end as Hyundai’s stars came marching in. Brandishing new levels of innovation, intelligence and inspiration, these are the cars that usher in Hyundai’s complete transformation as a global automotive player. 

And yes, that night truly belonged to Hyundai, as Agudo mightily declared.

IN very much the same manner that it entered the competitive automotive market several years back, Hyundai is tackling difficult times with a bold and fearless move.

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