New Hyundai Accent puts accent on 40 mpg

Hyundai introduced a third model for its stable of 40 mpg cars today at the New York show with the rollout of the 2012 Accent subcompact. Others are the recently introduced Elantra compact and Sonata midsize sedan hybrid. A fourth, the Veloster sporty coupe, arrives this summer. The Accent goes on sale next month.

The company is doing its best to make 40 the new 30 when it comes to advertising fuel efficiency. And CEO John Krafcik once again today hammered the Hyundai theme that its 40 mpg cars "have no asterisk," i.e. the ratings are for standard models, not specially equipped or extra-price versions of the car.


So did planning product chief Mike O'Brien, who presented the Accent. "These vehicles achieve 40 mpg highway without any additional cost or sacrificing (features and amenities) for a high fuel-economy package, making them more attractive to general car buyers," said O'Brien.


Krafcik also said that a result of this philosophy is that in the first quarter Hyundai sold about 30,000 40-mpg cars (since every Elantra counts), while rivals together sold about 5,000 of their special models. He said Hyundai projects selling 200,000 40-mpg cars this year; 285,000 next year.


As gas prices keep rising, the message could have legs, not only with buyers, but as an image booster for the brand.


As for the new Accent: As with the new Elantra and Sonata, Hyundai created a whole lot better car than the previous model, enough to push the bar for the segment in which it competes.


It has Hyundai's now trademark swoopy design that looks more expensive than it is. It's roomy -- the rear seat Drive On sat in would shame some compact cars. It has top mpgs (40 highway, 30 city) for the class. It has value pricing: $12,445 base (shipping extra, but Bluetooth standard) up to $16,795 all in with a full plate of options. And it has a 10-year warranty.


We'll see how it drives, but those attributes already are pretty much all buyers ask for in this class: looks, fuel efficiency, value, dependability.


Tomorrow, corporate cousin Kia will show its similar new Rio, different looks and personality, but same basic value proposition aimed to take on formidable rivals in the class, particularly the Ford Fiesta and Honda Fit, in a way the previous models could not.


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