Art of marketing
by: Andy Mok
Despite the fact that a lot of people bash on Hyundai for it being a Hyundai, Hyundai is doing quite well. Its sales in March went up roughly 35% from last year. Hyundai also manages to outsell Toyota in Europe, and is now the biggest player in the midsize sedan competition (Sonata outsold Ford Fusion, and Nissan Altima). This year, they are looking to achieve the unprecedented sales of more than 500,000 units.
Perfect time then, for a car like Genesis coupe to play the pivotal role of enhancing the brands' image, and the timing could not have been better when the major players in Japan were caught sleeping after perfecting their next hybrids and plug-in concepts. We`ve also received the Mustang and the Camaro, and while they are fantastic to look at and ooze heritage inside out, the Gen coupe is targeted for a much narrower niche market, for the ones that know what camber and caster means.
I had a chance to hop on the 2.0L turbo, 3.8L track, and 3.8L grand touring models in a manual tranny. At this point I will simply describe the turbo model in one word and move onto the 6-cylinder models. The turbo model as it comes from the factory is 'trash', and I hope I saved you time, but if you must, go drive it for yourself to really see what I mean. Perhaps I will get the chance to drive a modified one to change my mind but that is not what these reviews are about.
So as I gently push on the go pedal of the grand touring, the engine revs swiftly with effortless torque and smooth power delivery. The exhaust note mimics that similar howl from the Nissan 370z, if not with a even deeper tone. The seats are sculpted in a way so it does a decent job at bolstering your body without feeling constrained all the time. When you start to push the car towards its lmit, you start to notice the small details like the soft springs at the front which takes away a bit of eagerness to tuck in towards the apex, clunky gear changes due to the engagement point on the clutch (in this case, too high), and the traction control that just simply cuts power off rather than allowing some slippage. But all these are a very small sacrifice, especially considering its supple ride quality. It's a typical car that Koreans would build; quiet, safe, and comfortable but leaves you wanting for more in the fun department.
Now, I was not able to drive the track edition right after, so I was itching to go back and get my hands on it as soon as possible, because I was quite impressed about the grand touring model and thought the track model would only be better. Regrettably, thats when this coupe starts to show its weakness and finally reveals its identity.
On paper, the track model seems to have all the right bells and whistles for a sports coupe, with features such as limited-slip diff, brembo brakes, stiffer suspension, and the 19-inch wheels. However, when you really drive this car, the brembo brakes are too touchy in the slow speed and not all that much better in the fast speed than the grand touring, making it difficult to drive smoothly, and no matter what they claim, the suspension feels like the only noticeable upgrade is the dampers which feel terribly stiff, especially paired up with those glamorous 19"s. On the track it may be just a bit faster, but on the streets the grand touring with its longer suspension travel will be faster for its ability to soak up undulations on the road better.
Along with the obvious let downs on the mechanical side, the idiotic safety feature of not letting you shift at redline makes it not very 'track'-oriented (Hyundai claims to have fixed this), and the surprisingly high seating position will confirm that this car is made to be a cruiser more than an all-out sportscar.
Did Hyundai finally create a sportscar with RWD architecture and the necessary hardwares? Its marketing team is surely convinced and wants you to join them :)
Search This Blog
Monday, April 25, 2011
TEST DRIVE: 2005 Porsche Boxster (2.7L H6 5-speed man.)
Coming Soon!
TEST DRIVE: 2010 Jaguar XK coupe (5.0L V8 6-speed auto.)
Coming Soon!
REVIEW: 2003 Subaru Impreza WRX (2.0L H4 5-speed man.)
Iconic sedan with fun and practicality.
BY: ANDY MOK
You all know the racing heritage of the Subaru Impreza. This Impreza (GD series) chassis served one purpose and one purpose only; to compete in the FIA World Rally Championship under the certain homologation standards. That means this impreza is carefully engineered from ground up to be able to race under a certain category; everything is built with purpose.
But before I begin I must admit... I`m biased, this is my car, and it has been with me for the past 5 years and some ecstatic 80,000 miles. So then, what is it really like to own one of these road-going rally cars?
The early impression behind the wheel of the WRX can be described as an 'excitement and disappointment' mixed in altogether. The excitement bits come from its heart; a 2.0 liter boxer motor, producing 227hp. But its not so much the horsepower number that is important...in the real world, it`s all about how the powerband curve matches up to the gear ratio. The WRX drives just like any other econo-sedans until you bury your foot and wait for the rpm needle to go past the 3000 mark... Then suddenly, it launches off like a slingshot has just let go; all that turbo lag was just the preparation phase when you are pulling on the slingshot right before you let go. That is exactly how its motor feels everytime you are about to drop a couple of gears and give it some beans, which I must say, is a VERY addictive characteristic :) (use at your own risk).
This trait is even better when you are travelling at highway speed because you can access that power without having todo the 'pulling' on the slingshot due to the fact that the engine is already in boost. Pair up that insta power and the Subaru's symetrical AWD, you have one of the most capable high speed machine.
However, the 'excitement' ends there when you start to ask for more. This 2.0L motor is just not capable of cruising. It is always either on or off. Perhaps a characteristics of any highly tuned turbo cars with a small displacement... the cheap solution is to become a master at double-clutching to save the neck of your hot date when you downshift for more oomph before going uphill; if not driven carefully, this car will make all sorts of noise, the most annoying one being a loud thud from the rear diff. The expensive solution? Get a different car.
But most importantly (perhaps too focused on its rally heritage), the WRX is missing some key factors that is absolutely neccesary to allow drivers to drive confidently on the surface that 99% of the drivers drive at 99% of the times; tarmac.
The WRX can be summed up as a car that gets many things accomplished but not in a very polished way. Its engine will do its job accelerating the car but not in the smoothest manner, and its suspension will hold sufficient traction to get you around a corner but lacks precision.
However, the most valuable aspect of this car is that you are the one in control to polish up those attributes via a driving session or finding the right sort of part that will enhance the performance. WRX is a car packed with history and character waiting for you to fine tune the details your way. But perhaps at a starting price of around $25,000 for a new one, the things in priority could have been more...... polished.
Subscribe to:
Posts (Atom)