Sorento, Avante, and G80 All Launched Online... "Only New Car Announcements Are the Way Forward"

[Asia Economy Reporter Kiho Sung] Hyundai and Kia Motors are replacing all key model announcements with online events as the novel coronavirus infection (COVID-19) shows no signs of subsiding. Although it is difficult to attract initial attention through large-scale launch events, the decision appears to be driven by the judgment that the frozen consumer sentiment can no longer be postponed.

According to Hyundai Motor on the 20th, the 3rd generation Genesis G80, which is highly anticipated as a full change for the first time in 7 years, is scheduled to be launched through an online broadcast on the 30th. The G80 launch event will be live-streamed via YouTube, Naver TV, Facebook, and others.

Earlier, Kia Motors unveiled the 4th generation Sorento in an online talk show format on the 17th. Kia originally planned to reveal the new Sorento model at the Geneva Motor Show in Switzerland scheduled for the 5th of this month, but changed the plan to an online launch after the motor show was canceled due to the COVID-19 situation.

Hyundai and Kia’s shift to online reveals despite the golden cycle of major model changes is due to growing expectations that the COVID-19 crisis may be prolonged. Additionally, as COVID-19 spreads in key markets such as Europe and the United States, difficulties such as production cuts and sluggish sales are expected, so they appear to be trying to overcome this with the effect of new car launches.

Hyundai Motor CEO Wonhee Lee emphasized at Hyundai’s regular shareholders meeting held on the 19th that expanding sales and strengthening profits through successful new car launches are the top priorities. CEO Lee stated, "Despite the easing of US-China trade conflicts, economic downturns are expected in almost all regions due to the global spread of COVID-19," and added, "To overcome this, we plan to newly launch volume models such as Avante and Tucson and build a full Genesis lineup led by the Genesis GV80."

There is also a judgment that if the launch of major models is delayed in the first half of the year, the schedule for the second half may also be affected. Hyundai is preparing to launch the Avante (full change) and Santa Fe (partial change) in the first half of this year, and the Tucson (full change) and small SUV Kona (partial change) in the second half. Kia has the recently announced Sorento (full change), as well as the Sportage (full change) and Carnival (full change) waiting in line.

The 7th generation Avante, completely new for the first time in 5 years, was also unveiled without an audience and online at the World Premiere event held on the 18th in Hollywood, Los Angeles, USA. The domestic launch event scheduled for early next month is also expected to be held online.

This content was produced with the assistance of AI translation services.