Hyundai has decided not to wait until 2020 to get its fleet average fuel economy up to 35 mpg, aiming instead for 2015. That will provide several advantages for the Korean manufacturer, including earning credits for being ahead of the curve. Perhaps more importantly now that Democrats are controlling both Congress and the White House, there is a strong possibility that California may get its waiver for CO2 standards from the EPA. If that happens, Hyundai and everyone else will have to get well beyond 35 mpg. By targeting that amount by mid-decade, Hyundai will be a lot closer to the stricter targets.
Hyundai's strategy to get to 35 mpg is officially called Blue Drive. Blue Drive kicks off in 2009 with new "Blue" editions of the Accent and Elantra that will get better fuel economy at a lower price than current models. The following year, Hyundai's hybrid system will debut in the next generation Sonata along with a lithium-polymer battery. At about the same time a new CUV based on the HED-5 concept will go into production with a new 2.0L turbocharged direct injection engine. Over the following years, downsized turbo DI engines will also appear in other Hyundai models.
Hyundai's first foray into the world of rear-wheel-drive needs to be a success in order to justify the development, manufacturing and launching costs. Hyundai's vice president for product development, John Krafcik, told reports that the automaker expects to sell 50,000 Genesis models annually in the U.S. – 20,000 sedans and 30,000 coupes. But the Genesis is only part of Hyundai's image makeover. The Korean manufacturer intends to launch its first hybrid model by 2010, equipped with a next generation lithium-ion battery pack. According to Krafcik, "Our first U.S. hybrid is going to be the Sonata," however, Hyundai has no plans to offer the new sedan with a plug-in option. That's a strategy that's served Toyota well, and Hyundai is clearly trying to follow in the Japanese juggernaut's footsteps.
