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Hyundai Motor 45 unveiled at Frankfurt

While show is losing its appeal, carmaker brings EV concept car

Sept 11,2019
From right, Hyundai Motor Executive Vice Chairman Euisun Chung; Korean Ambassador to Germany Jong bum-goo; Lee Sang-yup, head of Hyundai Design Center; and Thomas Schemera, executive vice president and head of the product division at Hyundai Motor Group pose with Hyundai Motor’s electric concept car “45.” [HYUNDAI MOTOR]
Electric cars took center stage at the 2019 Frankfurt International Motor Show that kicked off Tuesday with press events in Germany, and Hyundai Motor, the sole local automaker with a booth at the event, unveiled its all-electric concept car “45.”

Considering the importance of electric mobility and the European market, Hyundai Motor Executive Vice Chairman Euisun Chung arrived in Germany Tuesday to take part in the event.

According to Hyundai, 45 is built with a main design platform for its future electric cars. The name signifies the 45 years that have passed since the Korean carmaker introduced its first concept car, the Pony Coupe Concept in 1974 at the Torino Motor Show, the company said.

The concept car incorporates the carmaker’s design concept of “Style Set Free,” according to Hyundai. The car’s interior parts as well as hardware can be customized to match the customer’s lifestyle.

Hyundai also world-premiered its first-ever electric race car, the Veloster N ETCR. N represents Hyundai’s high-performance brand.

The automaker said the car has been designed specifically for the new Electric Touring Car Racing championship in 2020.

The automaker offered very little information about the car. It said the specs will be revealed when the car participates in racing tournaments.

Hyundai unveiled new models to specifically target the European market as well.

It world-premiered a new i10 hatchback, the third generation of the car since 2013.

The car has been designed and made in Europe to specifically cater to the demands of European customers. It will be launched for sale from the first quarter next year.

“The i10 has consistently been one of our sales drivers and the historic base for growth for Hyundai in Europe, and we stay committed to our customers looking for an A-segment car by introducing this all-new model,” said Andreas-Christoph Hofmann, vice president of marketing and product at Hyundai Motor Europe.

Hyundai Motor is exhibiting a total of 11 cars, including new and commercial cars at Hall 11 from Thursday through Sept. 22 when the show is opened to the public.

Kia Motors and SsangYong Motor used to participate in the event, but this year they didn’t, along with a number of foreign automakers, like Toyota and Volvo.

With changing trends in the auto industry, traditional motor shows are having difficulty maintaining their old status as a global forum to boast new models and market them. Rather, electronics shows, like the Consumer Electronics Show held in Las Vegas, are becoming new go-to places for automakers shifting their focus to electric mobility.

Battery maker Samsung SDI participated in the motor show with its battery materials, under its concept “Charged for Auto 2.0.” Among exhibited products are Samsung’s high-capacity and high-output battery cells that enable cars to drive up to 700 kilometers (434.96 miles) per charge, the company said.

The Frankfurt International Motor Show is one of the world’s largest motor shows, taking place every two years in the German city of Frankfurt am Main.

This year’s show is the 68th year the event has been held.

BY KIM JEE-HEE [kim.jeehee@joongang.co.kr]


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