Jürgen Keller: "We want and can afford the N models"

Hyundai entered the German market in 1991 as a low-tech provider. Today, the brand has 25 models in its portfolio, including battery-electric models with 800 volt technology and fuel cell cars to the drivers of innovation. The authors Union Mobility spoke to Hyundai Germany Managing Director Jürgen Keller about the steep rise to the top, the N models and the reasons why people are sticking to the IAA. 

Mr. Keller, not all manufacturers are present at the IAA Mobility from September 6th to 12th in Munich. Hyundai, on the other hand, does. What are the reasons for participating?



"The new form of the IAA is an ideal presentation field for our brand, especially since we are celebrating our 2021th anniversary in Germany in 30. Hyundai started in Germany in 1991 and was initially smiled at as an Asian underdog. At that time there were four models in the range: the small car Pony, the medium-sized sedan Lantra, the sporty S-Coupé and the top model Sonata. Hyundai was able to score particularly well with extremely low prices, but was more of a low-tech provider.

Today there are 25 models in the portfolio and they represent the complete spectrum of the most advanced automotive technologies. We offer clean combustion engines, hybrid vehicles, battery-electric cars and, as one of the few brands in Germany, also a car with a fuel cell. The IAA is the perfect stage to communicate that.”



Although Hyundai has put the most fuel cell cars on the road in Germany, the development seems to have come to a standstill. Is this impression wrong?



"On the contrary. We have sold more than 500 Nexo with fuel cell, an absolute top value in Germany. But here, as with the battery-electric automobile, the chicken-and-egg principle applies. Customers are reluctant to buy because there is no nationwide supply of hydrogen, the energy suppliers are waiting to see how sales develop in order to establish a business model. The construction of a hydrogen filling station quickly costs a six-figure sum.

We know what we're talking about, we've built our own station here on our premises in Offenbach. But our appearance at the IAA in Munich is also important for this topic. As part of the trade fair, we will present our vision for the future of mobility and our strategy for climate neutrality. Hyundai Motor will also become a shareholder in H2 Mobility, a company that has been promoting the development of a hydrogen infrastructure in Germany since 2015.”

Nevertheless, with the combustion engine you can still afford designs that do not correspond to sustainability at all. The number of high-powered N versions that are closely based on your motorsport activities is constantly increasing. Now even an SUV, the Kona N, has appeared with a 280 hp four-cylinder turbocharged petrol engine. Does that fit with the image of an environmentally friendly brand?



“We want and can afford the N models. They show what Hyundai can now put on wheels and thus appeal to car enthusiasts. You have to see this against the background that our technologies for sustainability have a comprehensive impact. In Germany, the registration share of electrified vehicles is 38 percent. This applies to plug-in hybrids and battery electric cars. At Hyundai, this proportion is 66 percent. The Kona Electric is number four on the market in terms of sales. And the average CO2 value of our fleet is less than 100 g/km, which is number 1 among the non-electric brands in Germany.”

N models



With a market share of 3,5 percent and almost 50.000 vehicles sold, Hyundai Motors Germany has just delivered the best half-year in its history. How do you explain this successful course?



“The product is the be-all and end-all. Our developers and designers in Korea and in the Rüsselsheim R&D Center have continuously improved the technical performance and design of our model range. We have now become the innovation driver in Germany. Together with an extraordinarily attractive price-performance ratio, these are the main reasons for its success. Not to forget our dealer network, to which we maintain a very cooperative approach. Today we have around 500 sales outlets in Germany with very high quality.” 



How many early traders are still on board?



“It will be 13 in our anniversary year. This also speaks for the partnership relationship. Of course, many have joined, others have left us. This is also due to the turnaround in the products. Low-tech automobiles from the early years are sold differently than highly developed electric cars or even fuel cell vehicles. There is not only a completely different technology behind it, but also a completely different self-image of the trading partners. Our rapid technical development has not only led to great demand from customers, there are also more and more trading companies who want to represent us in the market. The higher the technical competence of a brand, the more attractive it is for retailers.”



But aren't customers becoming more demanding? Are you asking for expert advice on electromobility in particular?



“Indeed it is. We therefore not only train the service technicians so that they can carry out work on the electric vehicle reliably and safely, but also the sales people. We call it EV coaching. In this way, the staff can give competent advice and also take into account the regional characteristics. It's not just about the charging infrastructure, but also about subsidies from the public sector or energy suppliers."


What are Hyundai's next goals in Germany?



“First of all, we want to become stronger in the fleet business. Today, we are primarily on the shopping list of private customers, and we want to get there more with commercial customers as well. In addition, we are again dedicating ourselves to the booming market for light commercial vehicles. We will soon be showing the Staria, initially as a people mover with up to seven seats, later also as a transporter. Later it is then planned with a fuel cell. We are already gaining experience with this in the commercial vehicle segment. In Switzerland, around 2024 trucks with this drive will be in use by customers by 1600 as part of a pilot project, and a hydrogen bus from Hyundai is on the road in Munich. He will also be making an appearance at the IAA.”

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