Hyundai

Unafraid to aim high, Hyundai has its sights on the number one position in passenger car sales in New Zealand, and with strategies in place to get there this global brand is steadily strengthening its market share.

The international financial crisis has been an interesting time for those in the automotive industry. Some manufacturers have struggled in the face of this adversity while others have thrived, and of all of them South Korean manufacturers are estimated to be the biggest winners – led by their reigning heavyweight Hyundai.

Hyundai's New Zealand market share increased exponentially, from just 2.9 percent in 2004 to 7 percent in 2009, practically doubling sales volumes of a mere five years ago.

It’s a brand that has undoubtedly tackled the world's car giants head on, while also offering an incredibly diverse range of products appealing to buyers across all the major market segments. To its credit, Hyundai is in the vastly fortunate position of having significant market shares all over the world, as well as a varied spread of product to meet a wide range of consumer needs.

If you’re not easily impressed, consider the fact that Hyundai have recently overtaken long time revolutionary car manufacturer Ford, having climbed to number four in the international ranks with a total production of 2.67 million units.

And as the old adage goes, there's nothing quite like today’s success to encourage even more success tomorrow. They’ve already taking the premium spot of New Zealand's number 1 selling diesel brand, as well as claiming the position of New Zealand's number 1 selling diesel model with the Santa Fe. Point in case, Hyundai’s profits made from years of strong business have contributed to an R&D budget of NZ$227 million for the Santa Fe's new R series diesel engine.

From a cursory look over the exterior you’ll notice the revamped Santa Fe gets a modified grille and front bumper with new fog lights, new tail lights and rear bumper, and of course some changes to alloy wheel designs and silica compound tyres for enhanced efficiency.

The look and feel of the interior is also reinvigorated with carbon fibre style dash inserts and titanium-look accents, an updated sound system, instrument cluster and a/c control panel, an improved steering wheel and a push-button keyless start system.

For those in the know the pièce de résistance is the new 2.2 R Series diesel engine. Sister company Kia has selected this engine for its new Sorento, minus the clean burning particulate filter option. Hyundai however has gone the extra mile by fitting it as standard, and with 145kW of power and 436Nm of torque, the new Santa Fe 2.2R CRDi is a lively performer.