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Hyundai’s Geneva Presentation Promotes Tucson and Lineup Overhauls

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Hyundai i20 coupe on display at the 2015 Geneva Motor Show

The Hyundai i20 takes the stage at Geneva
Photo: Hyundai Motor Europe

Europe has been on the edge of its proverbial seat in anticipation of Hyundai’s Geneva Motor Show presentation. With 80% of its European lineup being refreshed in the last two years, the automaker’s hold on people’s interest has rocketed. Today’s press conference highlighted two of the many redesigned models being displayed by Hyundai this week in Geneva.

Hyundai vehicles on display include the ix20 compact MPV, i20 coupe, i30 turbo, and i40 sedan/wagon with product enhancements.


Pre-Demonstration Interviews with Hyundai Executives

Before the official press conference began, Hyundai executives shared their thoughts on the brand’s plans and achievements.

Christian Löer, director of brand and marketing communications for Hyundai Europe, focused on the brand’s World Rally Championship success, which began with a record-breaking jump at Colin’s Crest Award at Rally Sweden in February. The achievement of the i20 WRC Rally car is a testament to the redesigned i20 Coupe–one of the models on display at the 2015 Geneva Show.

Hyundai WRC rally car jump in Sweden race

The record-breaking, gravity-defying Hyundai WRC rally car, based on the i20
Photo: Hyundai Motor Europe

Other executives focused on the star of the show, the redesigned Tucson (formerly the ix35). “We are starting to gather momentum because it’s a journey—a journey to become a modern premium brand in Europe,” explained Jochen Sengpiehl, the VP Marketing for Hyundai Europe, in his interview. “Our brand claim is ‘New Thinking, New Possibilities’ and we have to interpret this; our new Tucson is our new brand ambassador. It’s a real game-changer for us in Europe and it’s in the DNA of our brand.”

The Hyundai Tucson Talk-and-Laser Show

Hyundai Tucson debut at 2015 Geneva Motor Show

Finally, the LED laser curtains are lifted from the revamped Tucson
Photo: Hyundai Motor Europe

The official media presentation began with the President of Hyundai Europe Byung Kwon Rhim discussing Hyundai’s lineup overhaul. He shared the brand’s five-year plan to replace 70% of its engines, reduce emissions by 25%, and invest heavily in R&D by 2020. The effort is intended to improve the brand’s relevance and produce vehicles people will fall in love with.

After two more Hyundai executives discussed the “progressive spirit” of the brand and how it influenced the new Tucson fuel cell vehicle, the model was finally unveiled. It was presented in conjunction with a sensual debut video, which you can watch below: