Genesis GV80 initial quality controversy, but… Safety emerged due to celebrity rollover accident
Worried about the Kona electric car fire issue… After preparing a solution, Ioniq 5 restores pride in the blast
(Sisa Today, Sisa ON, Sisa On = Great Reporter)
This is how Hyundai Motor Company has firmly laid the foundation for the growth of the premium brand Genesis and the exclusive electric vehicle brand Ioniq. Last year, the GV80 initial quality controversy and the Kona EV fire were struggling, but this year, the company’s image has been improved with good news.
According to the industry on the 27th, the Genesis brand suffered a trial last year, including nine recalls, as the initial quality problems of the GV80 continued. In June of last year, a problem with engine shaking symptoms was raised in diesel models, and shipments were delayed. Although it was aimed at a luxury car brand, it was undeniable that it was criticized by public opinion for its quality that did not meet expectations.
The crisis soon served as an opportunity. Eui-sun Eui-seon, who ordered quality management, and under the leadership of Hyundai Motor Group, began to prepare countermeasures, such as organizing a dedicated organization for quality management of Genesis. In addition, by continuing the release of the GV70, a model under one weight category, the lineup expanded and quality was stabilized at the same time. This led to strong brand sales, resulting in sales of nearly 110,000 units last year alone.
This year, the safety of the Genesis GV80 was proved due to the accidental overturning of a vehicle by Tiger Woods, the US’Golf Emperor’. Even in a major accident caused by speeding, the inside of the seat was not damaged significantly, and the stability devices such as airbags were properly operated, and the evaluation continued that the driver, Tiger Woods, could save his life. This was intensively reported among foreign media and became an opportunity to raise brand awareness at once.
In the electric vehicle field, Hyundai Motor Company also showed a’ground hardened after rain’. Last year, I suffered from the fire issue of Kona EV, but this year, I was able to take a sigh with the announcement of the results of a joint investigation by the Ministry of Land, Infrastructure, and a measure of replacing all batteries. In addition, the first exclusive electric car model, Ioniq 5, was successfully introduced, triggering a pre-contract sensation, and paving the way for a clear turnaround.
In particular, Ioniq 5 achieved a contract high of 23,760 units only on the first day in the pre-contract held on the 25th, adding the meaning of becoming a volume model for electric vehicles. This figure further clarifies the future prospects of Hyundai Motor, which declared the era of electrification, as it is the highest number of pre-contracts across all domestic car models.
A Hyundai Motor Company official said, “The reason why Ionic 5 was able to get an explosive response was that it responded to customers’ demands and expectations for Hyundai Motor’s first dedicated electric vehicle through innovative design and advanced technology.”
The industry is paying attention to the possibility of an earnings rebound this year as Hyundai Motor Company has caught two rabbits: fostering the Genesis brand and securing leadership in the electric vehicle market, which is the focus of Chairman Eui-sun Eui-sun. An industry insider said, “Chairman Eui-seon Jeong made an uptrend with the introduction of the first dedicated electric vehicle along with the bold decision to replace the entire Kona EV battery.” He said.
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