Hyundai Motor to Debut at Beijing Motor Show... Introducing China-Exclusive Tech Brand 'H SMART+'

Launch of China-exclusive technology brand H SMART+ strategy models
Showcasing three major innovative technologies: Clean, Connected, Freedom at the showroom
RM20e and Elantra N TCR debut... 14 models including Prophecy exhibited

[Asia Economy Reporter Kim Ji-hee] Hyundai Motor Company participated in the '2020 Beijing International Motor Show,' which opened on the 26th (local time) in China. At this event, Hyundai announced the official launch of its China-exclusive technology brand 'H SMART+' and presented a blueprint for its global electrification strategy.

Hyundai stated that it introduced the China-exclusive technology brand ‘H SMART+’ at the 16th Beijing International Motor Show held at the China International Exhibition Center (CIEC) in Beijing. A dedicated space showcasing H SMART+ was prepared to exhibit current and future technologies based on a human-centered philosophy and to convey Hyundai’s vision.

Through this motor show, Hyundai reaffirmed its commitment to targeting the Chinese market. The exhibition featured 14 vehicles, including strategic new models such as the new Tucson (local name: Tucson L) and the China-specific new Avante (local name: Elantra), as well as eco-friendly vehicles and high-performance N brand models. The high-performance electric vehicle 'RM20e' and the race car for sale ‘Elantra (domestic name: Avante) N TCR’ were unveiled for the first time worldwide, and the EV concept car Prophecy was also showcased offline for the first time. Hyundai officially announced the import sales of the large sport utility vehicle (SUV) Palisade and revealed plans to resume its imported car business.

Hyundai Motor EV concept car Prophecy (Photo by Hyundai Motor)

'H SMART+' Presents Three Major Innovative Technologies: Clean, Connected, Freedom

At this motor show, Hyundai prepared a dedicated space to introduce the China-exclusive technology brand H SMART+. H SMART+ embodies Hyundai’s technological vision to provide smart customer experiences through current and future technologies developed based on customer-centric thinking. This is the first time the specific direction of H SMART+ has been presented.

The dedicated space was organized around the themes of ▲Clean ▲Connected ▲Freedom to allow visitors to experience Hyundai’s technological vision. The Clean sector featured eco-friendly technologies ranging from the third-generation new platform i-GMP to dedicated electric vehicles and hydrogen fuel cell vehicles. The Connected sector was based on connectivity technology innovations such as Baidu 3.0 and Blue Link. The Freedom sector encompassed autonomous driving-related technologies, future urban mobility, and robotics business.

Additionally, an H-Lounge was set up to convey the principles of hydrogen fuel cell vehicles in a game format, raising awareness of environmental issues and promoting Hyundai’s hydrogen fuel cell technology.

China Strategy: Eye-catching Exhibition of 14 New and Production Models... Introduction of New Online Sales Service

New Tucson (Photo by Hyundai Motor Company)

Hyundai’s exhibition space, covering 1467㎡ (approximately 440 pyeong), displayed the world’s first sales race car ‘Elantra (domestic name: Avante) N TCR,’ the new Tucson, and the China-specific Avante, among others. In total, 14 vehicles including Nexo, Lafesta EV, and Palisade were showcased at the booth.

The newly unveiled 7th generation Avante is the second model to apply the third-generation platform, following the Sonata introduced in China last July. It aims to target the Chinese market with excellent spaciousness and state-of-the-art safety and convenience features. The newly revealed Tucson applies Hyundai’s design identity ‘Sensuous Sportiness’ and is the 4th generation model newly introduced to the Chinese market after five years. It is expected to elevate Hyundai’s design and technological capabilities locally.

Furthermore, Hyundai announced plans to resume its imported car business, led by the Palisade. At the same time, it introduced a new online sales service in China. This service allows customers wishing to purchase Hyundai vehicles to conveniently complete the entire purchasing process online via the E2E platform without time and space constraints, including vehicle browsing, trim and option selection, test drive reservations, and payment systems including deposits.

For consumers who want to see the vehicle in person before making a purchase decision, Hyundai operates an offline service called H Partner. Through H Partner, customers receive product explanations and responses, test drives, license plate registration, insurance subscription, and comprehensive purchase-related services, complementing the online sales service. Additionally, 35 imported car experience centers are operated across 30 cities in China.

Hyundai Palisade (Photo by Hyundai)

‘One of the World’s Top 3 Electric Vehicle Makers’ Announces Global Electrification Vision... High-Performance Electric Vehicle RM20e Unveiled for the First Time

At the motor show, Albert Biermann, President of Hyundai Motor Group’s Research and Development Division, appeared via online video to announce the global electrification vision. Strategic models reflecting this vision were also unveiled worldwide for the first time, attracting attention. Hyundai Motor Group expressed its determination to become one of the world’s top three electric vehicle makers by 2025 by unveiling 44 eco-friendly vehicles and achieving an annual sales target of 670,000 electric vehicles, including hydrogen fuel cell vehicles.

Additionally, the EV concept car ‘Prophecy,’ which was only revealed online last March, and the high-performance electric vehicle ‘RM20e’ were introduced to the general public for the first time. Prophecy presented the future design direction of electric vehicles, and the unveiling of RM20e signaled the electrification plans for the high-performance N brand.

The newly unveiled RM20e is equipped with a dedicated motor producing a maximum output of 810ps (596kW) and maximum torque of 97.9 kg·m (960Nm), accelerating from 0 to 100 km/h in under 3 seconds. It takes less than 10 seconds to reach 200 km/h. Hyundai explained that by placing the motor in the center of the chassis and adopting a rear-wheel-drive (MR) layout, explosive power can be effectively delivered to the wheels.

President Biermann stated, “The newly introduced high-performance electric vehicle RM20e will be the driving force to further expand the performance limits of future electrified models. Researchers at the Namyang Research Center are gaining valuable insights in the eco-friendly high-performance field through this process.”

In addition, alongside the sales race car Elantra N TCR expected to compete on the global TCR stage next year, Hyundai announced the launch of high-performance N models ▲i20 N ▲Kona N ▲Avante N in the coming year.

A Hyundai official said, “With H SMART+ technology, we plan to provide smart experiences to Chinese customers while actively targeting the Chinese market with local strategic models. We will continue to transform the Hyundai brand image in China through tailored strategies such as securing a diverse new car lineup and online sales services.”

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