For all of Hyundai’s successes in Europe, it is conspicuously absent in perhaps the lone major growth segment on the continent; small crossovers. We’re not talking “small” in the sense of the Hyundai Tucson either. Think more along the lines of the Opel Mokka (our Buick Encore), the Ford EcoSport and the Dacia Duster. Even premium brands are getting into the fold, with the BMW X1, Audi Q3 and the upcoming Mercedes-Benz GLA vying for market share.
It would only make sense that Hyundai would be whipping something up to compete in that space, and this was only confirmed by Hyundai Motor America CEO John Krafcik, who told Edmunds
“I think it is something that we have to look at,” Krafcik said. “We don’t have any plans. (But) it does seem like there is a lot of action in stuff below RAV4- and Tucson-sized vehicles. A new segment is emerging.”
Krafcik is certainly correct about the emergence of a segment that barely existed in the United States prior to the arrival of the Buick Encore. Sure, the Suzuki SX4 existed, but it was basically irrelevant in the broader context of the market. The Encore has had a relatively stable time on the market so far – inventories suddenly shot up this month to 72 days, but prior to that, they were firmly in the 30 day range. Sales have been in the 2,000-3,000 month ballpark, a respectable figure for a very niche vehicle.
Small cars have traditionally been less than popular in America, but when wrapped in crossover packaging, it may prove more palatable to Americans. In world markets, these cars have been astoundingly popular for different reasons. While small cars are the norm over there, Europeans tend to like the higher driving position without sacrificing the small size required for their tight urban spaces. In the BRIC countries, the SUV-aesthetics are considered a premium feature over regular small cars. Either way, it looks like we’ll be getting a few more of these products in the near future – Hyundai included.