On Friday, I should be seeing my first post from my hand-picked Road Rakette, Cyd. Cyd is a college student that just started her career this summer (and may not even know that yet). Cyd is a millenial. Her Dad is what the automotive biz might call “mature” but then he would get all up in my business for saying that.
The battlewagon of Veracruz. courtesy: Hyundai, Warren Zevon.
Anyway, Cyd and her Dad drove a sweet ClS-class AMG Mercedes last week to test the waters with an uncommon vehicle for millenials and “matures” i.e. M&M cars. When the market talks about M&M cars, however, it usually means anything better than a Buick. I test drove a car in Colorado today that typifies this new trend. It is called the Hyundai Veracruz and I think Toyota should be worried. Because this is one Korean that’s ready for battle and its gunning right for Japan.
Hyundai, as you may or may not know, is a stunning example of an automotive turnaround. First introduced to the US market in the 80s, they built inexpensive cars with great advertising (“Its Mother Was A Car, Its Father Was A Ship” — from DellaFemina) that fell apart. Then they got their act together.
Recently, they have been churning out all kinds of Nissan, Mazda and Toyota fighters (Americans lost this battle long ago) with ten year warranties, disciplined (if derivative) styling, and decent (enough) quality. Most of all, they have priced their cars at 10k less than anyone else. That remains their trump card.
The Veracruz is Huyndai’s latest and best example of their turnaround. It is their first upscale SUV designed to compete with Lexus, not just Toyota. It doesn’t hold a candle to Lexus but it pretty much kicks Toyota’s proverbial butt. The interior is well appointed. The ride is controlled. The styling is disciplined (and yes, derivative).
Better yet, this SUV has all the tools required by generation@ (the story is already outdated but remains accurate) with a level of fit and finish you just won’t find in most of their rides. So I would say this baby is defintely ready for battle.
Almost.
To be sure, it demands to be driven and bought quickly. It appears, however, that its enemies should be more well defined. Hyundai is positioning this car against Lexus and that is a battle this SUV will not win. Despite a review in Motor Trend to the contrary, the Lexus is still worth an additional 20k. Yet it feels enough like a Lexus to seriously consider saving the extra dough. The fact that I am even comparing a lowly piece of Korean tin to this Japanese Daimyo is saying something.
There is, however, another reason I say “almost.” I am trying to measure ever car we drive against the commonist dialetic, or that maddening tendency of car companies to build vehicles that please everyone. Right now the Huyndai fights commonism precisely because you see so few in Kenwood and (so I am told) Bearpath. (want more?) That is why I might just buy it now.
But seriously, this car is not a breakthrough idea. It is no Scion XB or even a cutting edge design like the Ford Edge (I guess they do build some cars of note occasionally). The only thing that stands out about this car is its quality, features, and price.
In other words, virulent anti-commonists may not like the Veracruz but always love a fighter. And you must admit that this SUV is a fine effort from a company that knows how to fight.*
* Really weird insight but if you can find footage of President Park from South Korea in the 70s (the general who declared martial law) you might come across a clip of an assasination attempt made on both him and his wife. He kept speaking right through it as the medics tended to his wife. I saw it on Frontline.
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