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.