Hyundai’s new i40 will be the first car to offer the firm’s new ‘modern premium’ luxury as it bids to offer Audi levels of quality in cars that undercut most others in their segments.
Revealed today ahead of a debut at next month’s Geneva motor show, the new i40 estate will reach UK showrooms in July with a premium quality interior, a generous standard equipment list and a range of fuel-efficient engines.
‘Modern premium’ is the firm’s desire to offer cars with “all the credentials of an Audi but an affordable price,” Hyundai’s UK managing director Tony Whitehorn told Autocar.
“Apple and Starbucks are good examples of modern premium,” he said. “They offer good quality products that everyone can enjoy. We want to offer cars with all the equipment, looks and feel of a premium car but at accessible prices.”
He said premium marques were now offering cheaper cars that offered less standard equipment as a way for them to more easily “sell a badge”. “We will do what they do without the badge but match them on luxury,” added Whitehorn.
The i40’s front-end is recognisable from Hyundai’s recent offerings with its split hexagonal grille, wraparound headlights and bonnet creases all being based around its fluidic sculpture design language. A long, flowing roofline and narrow glasshouse also feature, as do a sculpted strip of LED daytime running lights at the front.
But it is inside where Hyundai is really pushing the i40. High-quality soft-touch materials feature throughout, while there is also class-leading head, leg and shoulder room. The lengthy list of standard equipment includes Bluetooth connectivity, park assist, lane assist and an electric handbrake, while options include heated reclining front seats, bi-xenon headlights and a glass roof. The estate version has a load capacity of 553 litres rising to 1790 litres with all the rear seats folded flat.