Hyundai has been going gangbusters globally, and could this finally be the time it does so in Malaysia too?
For those who have been paying any attention to the happenings in the Malaysian auto industry over the past month, the one big story that wouldn’t have escaped your notice is the official arrival of Hyundai Malaysia on our shores.
Yes, after years of being distributed locally by Sime Darby Motors, Hyundai themselves have finally decided to step in and take charge of their fortunes here directly.
And for what it’s worth, Hyundai certainly appears to be going all-in. They’ve already announced a massive local investment plan, and just last week revealed a brace of exciting new models that will soon be making their way into showrooms across the country.
But without wanting to be a Debbie Downer on all this, the question remains: could Hyundai actually make headway here this time? Or will it continue to languish in relative obscurity, despite producing some genuinely good products?
If we’re being hopeful…
Now if we’re being positive about things first, the news of Hyundai having finally secured the full backing of its principal locally is a massive win for the brand over here. This matters as there is now far more impetus to actually do something meaningful, instead of just occasionally dropping in models that are already earmarked for replacement elsewhere in the world… like what its local distributor has been doing in the recent past.
What’s more, going by its grand CKD plans at least, Hyundai should be in good stead to price its products competitively enough to actually make buyers seriously consider the brand again. There was, after all, a time when the slanted H marque was a real contender in Malaysia — and that was when they were still seen as the smart buy, offering solid value, decent specs, and long warranties at a time when rivals were charging a premium.
And while this might sound like a broken record already, it is nevertheless worth repeating that Hyundai’s current global product lineup is genuinely impressive. From sleek sedans to stylish SUVs — and not to mention its increasingly respected electric and performance offerings — the Korean marque has been producing cars that turn heads and win awards. How else would they have become a legitimate brand that can sometimes even be held in higher regard than Honda?
If we’re being realistic…
That said, if we’re being more realistic about Hyundai’s future fortunes here, there are still a few headwinds the automaker faces when attempting to make some headway for itself.
For one, there is a case to be made that, among the general public at least, the Hyundai brand just isn’t all that appealing anymore. Perhaps because of how it has previously gone through peaks and troughs under its former distributor, there are now some who would rather give a chance to a Jaecoo or a GWM than to the slanted H.
It also doesn’t help that Hyundai’s current design language is admittedly polarising. Those who like it, love it… but those who don’t, really don’t.
And while coming in as itself and announcing all these grand plans is commendable, it doesn’t necessarily count for much in today’s landscape. After all, a certain major automotive conglomerate (the one that oversees the French lion marque) promised big things over here last year too… but fast-forward a year, and their fortunes have hardly flourished.
In any case…
Though this may be a tad biased coming from someone with a soft spot for the brand — especially for its boldness and genuinely good cars — this writer would like to believe that Hyundai might finally have a real shot this time. This is especially when considering how the automaker has been on an absolute roll globally for the last 15 years, and we’ve only ever gotten delayed, watered-down glimpses of its greatness.
And forgive this writer for being just the slightest bit self-serving, but there’s also a personal reason for wanting Hyundai to succeed here — if only so we might finally have access to its glorious N models, not to mention a taste of that gorgeous Genesis lineup too.
