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Surprise Costs Have A Cost: Why we turned down the Hyundai Tucson Fuel Cell

They say you can always tell the pioneers. They're the ones with the arrows in their backs. Unfortunately, that was our experience pursuing – and eventually rejecting – the new hydrogen fuel cell-powered Hyundai Tucson. I first heard about Hyundai's new hydrogen fuel cell vehicle (FCV) at the Los Angeles Auto Show in November 2013. As a tech buff, the thought of driving a new, clean technology vehicle sounded exciting. Best of all, Hyundai was wrapping the new vehicle in a smart, familiar package, as a loaded current-generation Tucson SUV. The FCV Tucson was billed as $499 a month with $2,999 down, with free fuel and free maintenance. Our family needed a new, small, fuel efficient SUV, so I signed up for information on the upcoming lease program. Someone has to go first. Why not us? In the spring of 2014, I learned more at a Clean Fuel Symposium, held on the Queen Mary in Long Beach. The panel was packed with experts on alternative fuel vehicles. One spokesperson outlined the chicken or egg problem with alternative fuels like hydrogen: fuels first or vehicles? Another said something that I should have heard more clearly. "If the argument [to move to alternative fuel vehicles] has to start with a change of behavior from consumers, that's a hard row to hoe." I would soon to learn what an FCV would really cost, both in hours and in dollars. Nonetheless, I was ready to try jumping the hurdles and get an alternative fuel car. A low impact on the environment, plus free fuel and a solo car pool lane sticker? What could go wrong? My wife was a much harder nut to crack. My habit of jokingly calling it a "nuclear-powered" car probably didn't help much either. Our conversations went like this: "A what kind of car?" "Hydrogen fuel cell." "What?" "It's essentially an electric car." "Don't those things have a really short range?" "Yes. That's what the hydrogen is for. You fill it with hydrogen to fill the fuel cell, instead of charging it overnight like an electric car." "Where do you get hydrogen?" "Well..." It turned out the nearest hydrogen station was in Burbank, about 13 miles from our house. In LA traffic, that could be more than half an hour's drive each way. Since there's an excellent bakery in Burbank (Porto's), I told my wife I was fine with taking the time each week to fuel up every 200 miles or so.

Hyundai exec admits company studying pickup, no foolin'

Automotive News reports Hyundai may be considering jumping into the US pickup market. Lee In-cheol, ice president of international sales, says the company's product planners and engineers are currently trying to determine what size pickup would be best for our market. Currently, the automaker has no plans to build a truck, but Lee says that hasn't stopped US dealers from asking the company to produce one. The US and South Korea signed a free trade agreement that took effect in 2012 that removes the so-called Chicken Tax from South Korean imports in seven years.
That means that Hyundai or Kia could import a foreign-built truck without incurring the 25 percent tax on the vehicle's value after 2021. Even so, Hyundai isn't committed into jumping into the US full-size pickup market. Instead, the company may build a smaller truck designed to compete in emerging markets.
We've been hearing word about Hyundai's pickup musings for years now, including a rumored partnership with Chrysler to produce Ram-based trucks, but so far, nothing has come of it.

Hyundai pushes performance in Canadian Super Bowl ad

We keep seeing automakers put their Super Bowl ads online ahead of time, and here's one more to add to the list, although with a twist. The Internet might be the only place for many people to check out Hyundai's commercial because the spot is only playing in Canada during the game. The one-minute ad, titled Welcome to the New Age, eschews telling a narrative like many of this year's commercials. Instead, Hyundai offers a mix of energetic music over stylized imagery of the design, production and driving of the Genesis, plus a few brief cameos of other vehicles from the brand. The result is something a lot more visceral than many of the other spots so far. Too bad so many viewers are going to miss it. Autoblog reached out to Hyundai Canada for more information on the ad. According to company spokesperson Chad Heard, there is "no plan for it to be used in the US. It is specific to Canada." The spot will air during halftime.