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Hyundai CEO touts new EV platform with mention of a pickup

A couple of years ago, one of the prominent concerns about a saturated EV auto-scape was how carmakers would accentuate brand differences among vehicles converging on a frightening sameness. The cars wouldn't make any noise, they would all emphasize aerodynamics, and they would all basically ride on a battery pancake. So far, the fears have been avoided; a Volvo XC40 Recharge won't be confused for a Ford Mustang Mach-E, for instance, and the Ford won't be confused for a Tesla Model Y. Not only that, but automakers are developing platform strategies that heighten the sameness among vehicle architectures because the architecture is where the expenditure and the profit are greatest. Hyundai's the latest to outline its plans for investors. And part of Hyundai's plan could include adding a full-size electric pickup to the range. The mid- to long-term roadmap is called the Hyundai Motor Way, recently revised with higher targets thanks to the swift uptick in EV sales globally. Business Korea wrote Hyundai Motor Group (HMG includes Kia and Genesis) sold 510,000 battery-electric vehicles in 2022. The conglomerate says it now plans to sell two million EVs annually by 2030, up from a previous estimate of 1.87 million.      The platform that will help make this possible is called eM, an evolution of the current Electric Global Modular Platform (e-GMP) platform under HMG's current EVs. The eM architecture's been rumored to launch under a Kia sedan that might be a spiritual successor to the Stinger. So far, eM is planned for 13 models across the HMG portfolio, using the Integrated Modular Architecture (IMA) that can plug-and-play with more than 80 common modules serving different vehicle segments and sizes. HMG president and CEO Jaehoon Chang said, "In the second-generation platform, the scope of vehicle development extends beyond the mid-sized SUVs covered by the current E-GMP system. It encompasses nearly all vehicle classes, ranging from small and large SUVs to pickup trucks, along with the flagship models of the Genesis brand." Sure, Chang could have been merely noting the eM's potential use cases when he mentioned "pickup trucks." That's not how observers are reading the line. At Kia's investor day last year, the brand said it planned two electric pickups. There have already been reports that Kia's working on a body-on-frame pickup for the Australian market, perhaps called Tasman, utilizing gas and electric powertrains.

Hyundai in hot water over suicide-themed commercial

There's a surprisingly long and storied history of automakers creating suicide-themed advertisements. You'd think the companies and their marketing firms would have figured out by now that such ads always result in a swirl of backlash - see examples from Audi, Citroën, General Motors and Volkswagen, all pasted down below, as proof.
It seems somebody at Hyundai didn't get the message that many people don't find suicide a laughing matter. A video making the rounds on the web that was, according to Hyundai, produced in the UK, depicts a man trying to commit suicide by pumping exhaust fumes into the passenger compartment of his car. As it turns out, the self-assisted death doesn't quite go according to plan.
Scroll down below to see the ad from Hyundai, a slew of similar spots from other automakers, and an official statement from Hyundai. After that, we suggest reading this piece from our friends at AOL Autos to see how deeply such thoughtless advertisements can affect people.

2016 Hyundai Elantra spied uncovered

The next-generation Hyundai Elantra has been speculated on and teased throughout this year. In March we got a leaked photo of a South Korean-market Elantra, the question being if this is was actually the new car and if we'd get in the US. Then we got officially sanctioned sketches of the exterior and the interior. Now Korean site Auto Tribune has leaked photos of the next Korean-market Avante, which is our Elantra, and they actually line up with the automaker sketches. According to Google Translate, the pictures were taken at a Hyundai factory in South Korea by a contractor. If this is the real deal, Fluidic Sculpture has given way to a grille that might want to at least send a "Thank You" note to Audi. Flanking that are smoother lines and a more subtle treatment of the front end, with sleek, pulled-back headlights decorated with a lengthy LED signature above boomerang inlets in the bumper. The sides have been flattened out, losing some of dimensionality of the current car to go more mature. The rear end looks similar to the current sedan, but wider, with long taillights featuring three LED elements. Inside, a three-spoke steering wheel veers toward the plain, and the current continuous waterfall center console gives way to a two-section instrument panel that has an eight-inch infotainment screen at the top, above HVAC controls. At the base there's an open cubby that doesn't look to have a cover, and the gear selector lever incline appears reduced. The overall impression is less engaging to the eye than now. Auto Tribune says a 1.6 liter GDI is under hood, which puts out 175 horsepower and 196 pound-feet of torque in the 2016 Tucson. We'll see the real car at the LA Auto Show later this year. Click through to Auto Tribune for more photos.