With the Chinese market suddenly booming, the Korean manufacturer is grasping at all it can to increase its share in China, hence this being a China only model. The Chinese market hosts 1.3 billion people and its middle class is growing, making the market an important one for car manufactures.
Thanks to China’s anti-Japanese-car sentiment, companies based in other countries – Korea included – have had a lot of success in the region. Hyundai is hoping to cash in on this with the Mistra.
So, is this new concept model one that can help Hyundai reel in the up-and-coming Chinese middle-class, or is this simply another concept that will fall by the wayside?
Hit the jump to read more details about the Hyundai Mistra Concept and find out.
The Mistra features a sporty look for a four-door mid-sized sedan. The hood is long and sloping with a wide front grille highlighting the large Hyundai badge.
The styling includes bold lines that give a flowing look to the body, making the Mistra almost look in motion even when standing still. A two-tone paint scheme is offered to further cement the cars sporty style.
No details about the interior have been released yet. The official details should be released later this year.
However, with how stylish the exterior is one should expect a high-quality cabin with plenty of style. Options, like leather and high-quality trim should also be expected.
No information about the drivetrain is available, but it should be announced later this year. We estimate that the Mistra will need to have at least a 2.0-liter four-cylinder engine with about 180-horsepower to compete. We also expect engine options to hit up to 250 horsepower, giving the sedan the performance expected these days.
No pricing information has been released, but expect for the pricing to be released later this year. We estimate that prices will likely start in the $18,000 (about 111,000 Chinese Yuan) range.
The Fusion combines purposeful styling with good performance. The car can be purchased with up to 237 horsepower and is capable of 31 mpg. It also offers a good-quality modern interior with Ford’s Sync system available.
Gallery Ford Fusion
The Accord offers up to 278 horsepower to make it one of the higher-performing cars in its class. The styling is clean and crisp; it almost resembles older models with updated styling. The interior is of good-quality materials, but has styling that is disjointed.
Gallery Honda Accord Sedan
The Mistra looks like it provides clean styling that should appeal to potential buyers. China is an important market for automotive manufactures, as they try to get a foothold on the emerging market. If Hyundai can match the exterior styling with performance and a high-quality interior, it may have a winner on its hands.
The Mistra will go on sale later this year and there is no word on if it will ever be sold outside of China.
Crisp modern exterior styling
Most likely only available in China
Gallery Hyundai Mistra Concept
Hyundai Motor Company unveiled a new concept vehicle at the 2013 Shanghai International Automobile Industry Exhibition. The new model, a preview of Hyundai’s upcoming China-exclusive mid-sized family sedan, will strengthen Hyundai’s efforts to establish itself as a leading brand in the world’s largest auto market.
Hyundai unveiled the Mistra concept at the ShanghaiNewInternationalExpoCenter today. The debut comes ahead of the company’s launch later this year of Mistra (Mingtu, or 名?in Chinese), the production-version of the concept. Hyundai also introduced its Grand Santa Fe premium SUV to the Chinese market today.
The Mistra, which is positioned between the Sonata and Elantra, fully reflected Chinese customers’ needs and preferences during the development process, and is expected to boost Hyundai’s presence in China’s mid-sized segment.
Despite its relatively late entry into the Chinese market in 2002 with the establishment of Beijing Hyundai Motor Co.(BHMC), a 50-50 joint venture between Hyundai Motor and Beijing Automotive Industry Holding Co., Hyundai has been growing rapidly for the past ten years to become one of the country’s mainstream brands, inspiring media to coin the term ‘Hyundai Speed.’ Facing the decade ahead, Hyundai aims to accelerate its brand management for the next ten years.
“Hyundai has achieved remarkable growth in the past decade, in line with the Chinese auto market’s rapid growth,”said Sung Kee Choi, President of BHMC, during a speech. “The Mistra and Grand Santa Fe will lead us towards another successful era. We will prepare against fiercer competition in the Chinese market through our strategy of `brand innovation based on quality.’”
Besides the two new cars, Hyundai reinforced its modern and sophisticated image by displaying its eco-friendly models such as the ix35 Fuel Cell, and Sonata Hybrid, as well as its in-vehicle IT service, Blue Link, to promote its advanced technologies. Within its premium zone, located at the center of the booth, Hyundai’s high-end models such as the face-lifted Equus Limousine and HCD-14 Genesis concept were exhibited. The face-lifted Equus will go on sale in China in the first half of this year.
The Mistra concept, a joint project between Hyundai Motor Group’s R&D Center and theBeijing Hyundai Technical Center, offers significant insight into the styling of the production version, which is scheduled to go on sale later this year.
The mid-sized sedan concept has an overall length of 4,710 mm, overall width of 1,820 mm and overall height of 1,470 mm, as well as a 2,770 mm-long wheelbase. It also has 19-inch aluminum alloy wheels.
The concept of its exterior design is ‘Grand,’ which consists of three sub-concepts: Modern Simplicity, Understated Sportiness and Smart Luxury. Reflecting local customers’preferences, an enchanting and elegant jade green body color, called ‘Frost Jade,’ was applied.
A wide radiator grille gives a bold first impression, while unique fog lamps and a wide intake hole contribute to a stable image. The harmony among the long hood, sleek daylight opening side window and sloping side character lines complete an understated sporty profile. The voluminous rear bumper, with its two-tone color, adds a sporty image, while the futuristic full-LED rear combination lamps give it a sophisticated look.
The source of inspiration for the name of this new upcoming strategic model, Mistra, is the beautiful city in the Laconia region of southern Greece where the ruins of the Byzantine Empire is located. Mistra signifies beauty, nobility and mystery. Its Chinese name, Mingtu, signifies integrity and quality, in hopes of presenting customers with a blueprint for a bright and successful future.
The Mistra was designed to meet the diverse needs of the mainstream urban population, providing them with even more comprehensive and diverse choices. Its main target customers are young parents in their 20s and 30s.