Hyundai, represented by Juma Al Majid Est in the UAE, launched three new cars to the Middle East at the Dubai International Motor Show.
Car enthusiasts from across the Middle East have diverged on Dubai for the biannual event which this year hosted the regional launch of Hyundai’s new Centennial, Sonata and Tucson models.
“These are the three main vehicles Hyundai will be pushing for the next year and we’re expecting a lot of interest from this market,” said Isam Abu Nabah, President of Juma Al Majid Est – Hyundai. “Each one has its own unique qualities which will attract different segments, so there’s something for everyone.”
After ten years in the marketplace, the company’s flagship sedan – the Centennial – has been retired and replaced by a new model Centennial to make it the top end luxury vehicle under the Hyundai brand.
“Genesis showed the world what a great car we could build, but the Centennial improves on the Genesis in every measurable way,” said Omar Baddar, Marketing Manager of Juma Al Majid Est- Hyundai.
“It was a fun project: It was greatly satisfying to have absolute freedom to adopt the newest and the best technologies. For once, we weren’t constrained by our usual design-to-affordability approach to engineering and manufacturing.”
From design to execution, absolute excellence was required on all levels for the new Centennial to meet the needs and wants of its target customers – a highly demanding group of top income earners, male executives and entrepreneurs, for whom cars serve as an expression of status.
Meanwhile, the 2010 Sonata adopts Hyundai’s new “fluidic sculpture” design language, boasting outstanding performance with the segment-leading safety features and fuel efficiency. The highlight of the vehicle is its 2.4 liter Theta II GDI engine, which operates with greater efficiency using less fuel and creating fewer emissions while attaining higher fuel efficiency.
The 4WD Tucson ix35 is the first Hyundai CUV (Crossover Utility Vehicle) to be designed and engineered in Europe at Hyundai’s Frankfurt-based design and technical centres. It features precedent-setting engineering including advanced weight saving technology and the eco-efficient Theta II 2.4-liter four-cylinder engine delivering up to 31 mpg on the highway.
True to Hyundai form, the Tucson applies life-saving safety technologies as standard equipment while offering, for the first time, Downhill Brake Control (DBC) and Hillstart Assist Control (HAC). Likewise, to keep its passengers informed and comfortable Tucson integrates Hyundai’s first panoramic sunroof, touch-screen navigation and a Bluetooth® hands-free phone system.
“Through introducing these new models we are implementing our strategy to increase our market share in this region, which has already seen us jump from the fifth to the fourth largest auto maker in the world,” concluded Baddar.
Finally, Hyundai will be showcasing its concept QarmaQ, the Advanced Technology Demonstration Vehicle (ATDV) that features over 30 different environmentally progressive technologies led by the innovative “Elastic Front™”, an innovative solution that can help reduce the risk of severe injuries in Crossover Utility Vehicles (CUV) pedestrian collisions.
Designed at Hyundai Motor Europe’s Design and Technical Center in Russelsheim and engineered in close cooperation with GE Plastics, QarmaQ develops and validates over 30 key technologies, which will be selectively incorporated into Hyundai’s new models to be rolled out before 2014.
Source: news release
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