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Old 29th December 2014, 13:57   #1
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Default Hyundai Aslan: Introducing the lion from the stable

The Hyundai AG concept has now gone into production with the name Aslan. The word actually means 'lion' in Turkish. Initially meant for the South Korean market only, the company has said that it would consider production for outside markets based on buyer response.

The positioning of the Aslan would be a segment just above Sonata. In my view this is one of the most stylish yet sophisticated big car designs from the company since the Elantra. The grill is inspired from Kia, yet much more conservative and elegant.

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Some of the features of the car would be :
- Double glass in the front and sides to reduce road noise
- 9 Airbags & radar controlled crash sensors
- Segment leading space
- Lexicon sound system (found normally in Rolls Royce)
- Class leading build quality (heavier than competitors with similar engine spec)

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Negatives :
-FWD is far from RWD BMW's. This car is aimed solely at buyers who want luxury and space and have disposable income.
- Too expensive for a Hyundai, but quality has its price.
- The weight and 3.0 litre engine means bad fuel economy.

This car may not become much of a success but one can surely see the path where the company is going.. they have moved above and beyond the usual "Asian car" stereotype of being tinny & fragile, straight to the league of German luxury brands.
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Old 29th December 2014, 18:08   #2
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Default re: Hyundai Aslan: Introducing the lion from the stable

Looks are good IMO but the design looks like it has been copied from BMW's. Might be good if they are ready to shred their mass market image to become a much premium brand. Looks like it's has been launched to split the difference in size between the Genesis and the Azera. The Aslan, if launched in India before Genesis, can serve as a brand booster as Suzuki doesn't have a car in that price point or they don't wish to bring it to India (I have no clue regarding Suzuki's global launches!). It might even sell well if it is launched as a CKD. But for a manufacturer who thinks evolution as it's primary ideology, the 3.0 liter engine could have been replaced with a 2.0 liter Turbocharged engine. Also the handling would be a major disadvantage. Anyways, will wait and watch.



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Old 30th December 2014, 13:17   #3
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Default re: Hyundai Aslan: Introducing the lion from the stable

Dear Achyuth

It may be a brand building exercise but most mass players have a perception restriction.

The same applies to Hyundai as well and the upper limit for product acceptability till now has been the Elantra.
The company also has a limited diesel option for the larger cars and is marred by underpowered engines.

Be it the Sonata or the Santa Fe, cars upwards of 20 lacs from the stable have proved to be sales duds.

Irrespective of the fact that Aslan or for that matter even the Genesis brand is launched, it may just be limited to the select few who do not want to divest into the Big three Germans and want something different.

As far as brand building is concerned, I have my reservations as well as an Aslan is not a Camaro or a Mustang with a legacy behind it to lead to any aspirational value.
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