Hyundai Motor Company has opted to raise the price of its new Tucson while significantly enhancing its standard features. Amid recent price controversies surrounding the new Avante, the Tucson aims to offset the cost increase by incorporating advanced safety and convenience features from the base trim.
On October 21, Hyundai announced the key specifications and pricing for the all-new fifth-generation Tucson, which is expected to surpass 11 million units in global cumulative sales by the end of this year. This model marks the first complete redesign in six years.
The 1.6 turbo gasoline model is priced between 31.4 million and 37.9 million won, while the 1.6 turbo hybrid model, after tax benefits, ranges from 36.15 million to 42.7 million won. This represents an increase of approximately 3 million won compared to the lowest trim of the previous model. Despite improvements in body size, driving performance, and the addition of digital features, the initial purchase burden for consumers has increased. Hyundai reportedly deliberated extensively on the pricing of the Tucson following the recent price controversy surrounding the new Avante.
The Tucson focuses on compensating for the price increase by expanding its standard features. The base trim, H-Pick, includes the next-generation infotainment system, Pleos Connect, and an app market. It also comes equipped with nine airbags, including a center side airbag, pedal misoperation safety assist, highway driving assist, and navigation-based smart cruise control 2 as standard. Parking convenience features such as a surround view monitor and front and rear collision-avoidance assist are also included as standard. Thus, the increase in price is matched by an expansion in specifications for the base model.
However, as customers opt for higher trims, the price burden increases. The gasoline Inspiration trim is priced at 37.9 million won, while the hybrid Inspiration trim costs 42.7 million won. Adding optional features will further raise the final purchase price.
Meanwhile, despite initial concerns over high pricing, the Avante has reportedly seen strong early sales. In September, shortly after its launch, the Avante sold 7,305 units in South Korea, marking a 399.7% increase compared to the previous month. This is one of the highest monthly sales figures this year and is comparable to the sales figures of 7,447 units shortly after the launch of the seventh-generation model in April 2020.
* This article has been translated by AI.
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