Propelled by Tesla, the automotive industry is caught up in a drastic drift from its conventional ideologies. While?earlier, the primary focus was to come up with vehicles that would get you from point A to B in an efficient manner and as quickly as possible, the newfound emphasis is more on the journey.
Auto makers are now trying to make it as comfortable/luxurious for the commuters as possible and for this, connected mobility has entered into the picture.
Hyundai Motor India, with its two decades of existence, has been one of the top two auto majors operating in the country. Having entered into almost all the possible segments for personal vehicles, the Korean car maker is now looking to introduce connected vehicles in India. For this, Hyundai has now launched a new campaign - 'Once Upon A Time Hyundai was a Car Company' - highlighting its new focus on electric (emission-free) and connected cars.
In practice, the campaign would mark a drastic transition for the company. From being just a car maker, Hyundai is now looking to introduce itself as a Smart Mobility Solutions company with a three-way approach on - electric mobility, connected mobility and shared mobility. In case you are wondering what each of these mean, here is an explanation:
Connected Mobility
Hyundai has largely advertised its upcoming Venue subcompact SUV as India¡¯s first connected car. The directive basically wants to grab your attention towards the connectivity features that the SUV comes with. The technology is meant to keep the vehicle connected to similar ones on the road as well as to the owner¡¯s connected devices through Internet access on the go.
Hyundai Venue (Image: Hyundai India)
Benefits? Several new features are made possible through this. These might be for the driver¡¯s assistance or to monitor the vehicle¡¯s condition or to remotely control it. Entertainment options, automatic environment adjustments, real time traffic conditions are just some of the other features which will be made possible by a connected vehicle.
Electric Mobility
Electric vehicles are all the rage these days. With the rising concern for the environment due to peaking pollution levels, countries across the globe are looking to EVs to solve the problem. And the auto makers are complying, with almost all of them having promised electric drivetrains in the near future. Hyundai India, is no different.
Hyundai Kona Electric (Image: Hyundai USA)
The auto company has promised to bring its all-electric Kona SUV to India this year. Having been launched in other international markets already, the electric SUV has garnered a much positive response and for all the right reasons. The connected SUV comes with a promising 400+ km range on a single charge, with a lifetime warranty of its battery pack (in the US models), and is a straight up visual delight.
With the launch of the Kona in India, the company will be kickstarting its electric mobility initiative, which is expected to be furthered by the likes of Hyundai Ioniq and others.
Shared Mobility
A completely new focus for the firm, Hyundai is now looking to partner with car sharing services in India. Hyundai has already invested a sum of $300 million in Indian ride-hailing firm Ola, in partnership with Kia Motors. Hyundai recently also promised to provide Ola with a fleet of electric vehicles specially produced for the ride-sharing firm by 2021, a move that will spell progress on both the electric mobility and the shared mobility front for the auto major.
(REPRESENTATIVE IMAGE: BCCL)
On the hindsight, Hyundai¡¯s new plan is much like what Tesla has promised in the long run for all its markets, albeit slight differences. Hyundai¡¯s decision to switch to a smart mobility solutions firm reflects an important ongoing trend in the automobile industry. With the passenger vehicles segment facing a cut-throat competition, a tinge of a futuristic approach can help auto majors to retain their edge in the market. EVs, Connected vehicles will help Hyundai do that, while partnering with ride sharing firms help enhance its stronghold on the commercial vehicle market.