Dancing with the Devil’s half sister - I drive the 2007 Hyundai Tucson
Oy, and does my back hurt. Gents, I’ve had a great week for a lot of other things, but the horrible people at Avis stuck me with one of the worst vehicles I’ve rented in some time — a 2007 Hyundai Tucson SUV. This does relate to Saab, and I can explain.
As with Swade, this week I had the chance to drive a car that I really didn’t think that I ever would actually drive. A Hyundai Tucson that surprised me, and not in a good way.
To make matters worse, the car rental experience started well. You see, I’m required through contracts with our corporation to rent either from Avis or from National. I always choose National. They’ve got things really figured out. I reserve a car, then when I get to the lot I choose any car in my category, drive to the exit booth, present driver’s license and, voila, you’re out and driving in the most suitable car on the lot.
I got off the plane in Columbus, Ohio and walked to the National car area, spotted a brand-new (4 miles on the odometer!!!) Chevy Malibu LTZ with the two-toned tan/grey leather and satellite radio. It’s got the V-6 and a five-speed auto tranny, so it’s the choice, natch. I drove to the booth, only to discover that I’ve got no reservation. Odd, I check the e-mail confirmation and there it is: I booked this trip over the phone with a live agent rather than online and she’s reserved a car with Avis. Ugh. Well, I reluctantly parked the Malibu and went to the lower level to the Avis lot.
Upon arrival, I see the sign with my name assigned to space A26. Scanning down the row, I thought that I’d gotten the dreaded minivan “upgrade” (the rental places persist in calling it that!). Walking closer, I see it’s the Tucson. Black with gray trim and grey interior. A little beaten, as most rentals are, but also a little better than a minivan, so I take it and go, but with a grumble.
It's even more ungainly in person.
As all of you now know, I really don’t like SUVs. They are a pickup truck that seats five as far as I’m concerned. However, only two weeks ago, I drove a 2008 Dodge Journey for three days, and I didn’t completely hate it. The Hyundai, I now loathe.
Why? you may ask. I’ll tell you why. The Tucson is darned ugly for one thing. The proportions are simply awkward; the huge front overhang alone is amusing. The competing lines are like something out of a sketch by either Picasso or Dr. Seuss. Top that off with a wheel track that’s slightly too narrow for the body work, and you’ve got a crappy-looking vehicle for sure.
Solid construction? Nope. Plasticy interior with cheesy-looking cloth prints? Yep. The Hyundai Tucson keeps up the tradition of flimsy Korean-made cars. Enough said.
Handling is an absolute joke. The Tucson is wallowy in the turns, skittish in any hard braking scenario, and quite literally jerks over any obstacle. Enough to give a driver a headache in city driving. There was also a bit of noticeable wind buffeting on the interstate highway at speed.
But, I’ve saved the best for last: the seats and seating position were horrible to the point of torture. I’ve rented a lot of cars in the past ten years or so, and I don’t think that any of them match the discomfort inflicted by the seats and seating position of the Tucson. Clearly made for Koreans and women, the seat was a full two, maybe three clicks of the typical seat adjustment too close to the sterring wheel. The seat was somewhat adjustable, but the hard, flat seat bottom lacked much rake adjustment, and the seat back had one of those “bar-in-your-back” lumbar supports moved by a lever on the side if the seat. Finally, the polyester velour is like wearing a plastic bag — it makes you sweat all the time everytime.
How does this relate to Saab? I’ll explain.
The Hyundai Tucson is obviously an entry-level car; one that chased cost rather than excellence. It also shares a platform with two cars in the Hyundai line-up. It’s nothing special. On second thought, I think it’s special, but in the short bus way.
The thing that strikes me here is that thousands of people have snapped up Hyundai Tuscons over the last three or four years. Make that tens of thousands of people. Hyundai has been successful with a substandard product. The reason? they knew something about what people want, and they knew how to communicate those things to customers through marketing communications and product management. You can say, “Well, lots of people people buy cheap cars just because they are cheap.” Yes, but Hyundai knows that the buyers still have to want the car even when it’s cheap, and they communicate those benefits in Hyundai ads and in Hyundai showrooms.
As I’ve said in the past: I’m unsure that Saab really understands this portion of the equation when it comes to Saabs: people must want the cars. No matter the warts (there will always be flaws), people have to like Saabs to drive them off the lot.
So, how does Hyundai do it? They create a sense of fun, and they do some comparison advertising (Sonata v. Corolla and Sentra). However, Hyundai’s biggest push? “We’re good enough, we’re less expensive, and we know that you’re smart enough to see that, aren’t you?” They made even the homely Tucson sell by simply sugesting that it was sufficiently counterculture to own a Hyundai.
That’s not what I suggest for Saab.
For Saab, they have to tap into the “different” and “great design” potential in the car. I’m no expert at putting that in place, but it seems that Saabs must be seen as the automotive equivalent of Bang & Olufsen gear or Lego toys. Nobody asks the specifications of a B&O audio system before they “want” it; they may ask later to justify their decision, but they want it at first look. Ditto Legos. My son doesn’t really care how many Lego pieces are in the package; he simply wants to have the set because of the possibility of building what’s pictured on the box.
When you see a stereo like this, do you have to ask about the specs to want it?
Communicating that is difficult with automobiles, I know. However, it’s the task before Saab around the world. Make people want Saabs. It can be done. Ideas?
More from this category
- Saab vs Audi vs Mercedes vs BMW vs Lexus
- Dancing with the Devil’s half sister - I drive the 2007 Hyundai Tucson
- Dancing with the Devil - I drive the 2009 Cadillac CTS
- My time in the Hummer H3
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Eggs,
Much more time in that thing adn you would have needed back surgery.
I alluded to the crippling seats in Kias and Hyundais in an article at TS this summer. Here in the UK have the new Kia C’eed 3 door coupe- looks fantastic- desinged by ex Audi designer! Built like a hen coop and with the most dreadful, back breaking seats you have sat in after the Rucson.
So- sold on looks, but the actual owning experience must be dead- apart for the 7 year warranty.
Saab needs DESIGN (thats my psycho capital letter plea done) and it needs to make people realise that Saabs drive and steer beautifully - or should- and that long term ownership is a relationship -its not like buying a fridge or a washing machine called a Kia -Hyundai white goods thing…
Tucson- Ha wooble ,wobble, skit, slide, weave, back break- lucky you mate
After reading this article about Hyundai and a previous one about Cadillac, let’s also mention Chevrolet. This morning, I noticed that Chevrolet’s models in Europe have a stereo system for which the control panel is identical to the one of my current 9-3. Looking at the picture on http://www.nl.chevrolet.be/hhr/hhr-zicht-interieur-fotos-07.html, I realized that my “original” Saab’s interior looks like a Chevrolet … not a nice feeling to have.
And for those of us in North America, the Chevrolet that he’s referring to is actually a Daewoo, which adds to his comment. EnG
sorry about you test drive,
but next time just say no
teehee
I rented a car this weekend because I sold mine and didn’t want to rack up the miles on my Saab. My rental is from Alamo which works together with National. I really like being able to pick my car and not have one assigned to me before I even get to the counter. Many of my rentals are at small local airport so they don’t have this possibility. This time I got stuck with a Kia Optima. It looks great at first but the novelty wears of after 10 miles. As with many other Asian cars, you can’t slide the seat far back enough and my legs always feel cramped. Engine is gutless and the car lunges forward when you slightly touch the gas pedal.
It is a good experience though to make you appreciate the seats and comfort in a Saab so much more. You often don’t realize what you have in a Saab until it’s gone.
Oi, sorry to hear the Tucson experience was so horrid. I would have thought it’d be closer to a RAV-4 or CR-V in terms of overall user-friendliness. Yet as you say, they sell ‘em like pancakes …… tons of them here in Vancouver BC.
Ironically, up until only 2-3 years ago, Avis in town rented 9-5s (you read that right). Only sedans, mind you. For a few years from 2000-2004 we were doing frequent trips to Seattle and I often opted to rent rather than putting wear & tear on my 9000, so I went to Avis many times because they had an office 4 blocks from our place. However I never did belly up to the bar and pay Cdn$90/day for the 9-5 as it was in the “premium” category. Only if I had company expense account or was on business trips ………
Next time can you *refuse* to take what you’re assigned to and insist on a vehicle you’re happy with ?
Insightful article indeed - very well written!
I have a Bang & Olufsen stereo system and I recall seeing it and thinking “that’s fantastic looking” only to realise that it sounded every bit as good as it looked.
The 9-3SS is the best looking car in its class but is let down by a cheaper quality interior than the competition.
Merci. And I’m completely jealous of your B&O. I’ve always liked them — I even looked into buying a B&O franchise about 5 years back. The numbers didn’t work out. EnG
All: Yes!
Ken: Normally, I do exchange if I get something I don’t like and I see other options. In this case, I saw nothing worth the hassle. Additionally, if it’s a one-day trip, I rarely bother and I just drive what’s assigned.
Like I’ve said, I rent National because I choose the vehicle from the pool on the lot at the time. Once in a while, Avis rears its ugly head.
By the way, there are other reasons to dislike Avis, such as their “EZ Fuel” upcharge (If you return the car with less than 75 miles driven and you don’t present a gas receipt at the time of return, you get automatically docked $20 for gas. EZ!!), the absolutely surly service and their insistance on buying and renting the most flaccid of vehicles. Not a good thing, in my opinion.
The one tip of the hat to Avis is at Midway airport in Chicago, where the Avis lot is located in the parking garage attached to the terminal — literally about 30 steps from the baggage claim. For National you have to take the shuttle bus off site.
Isn’t Bang and Olufson a trendier version of Bose. I have a VERY low opinion of Bose so I don’t think I like the Saab comparison……
Chris
@Kris and @eggs: the interior that you are referring to is actually that of the Chevrolet HHR. And as we all know that’s not made in Korea. But both the Epica and the Captiva share the same radiofront.
About Eggs story about the Tucson: You really can’t expect anything better from a cheap car. It is always wise to pay a little extra.
This reminds me of the one time i got stuck with a Hyundai. It was in 2000 and the “car” didn’t drive any better than my 1973 Opel Kadett B. It got us where we wanted, but that was all.
Elbobo: You are misinformed, my friend.
First of all, Bose is dedicated to a somewhat controversial concept in audio they call direct/reflecting audio. They contend that the sound is more realistic if you hear more of it from reflection than you do from a direct line sound source. The idea is that your brain reassembles the waves that are slightly out of phase with the direct line sound and “hears” that as depth that varies with fequency (the phase shift will be different for different frequencies).
An off shoot of this philosophy is the wave guide loud speaker that, if folded, creates some indirect waves from a single point source (e.g., the Wave Radio). The wave guide has been around for a long time, but only with computers has anyone been able to truly make them practical in a small size — previously wave guides were optimized for lower frequencies and due to the mass of mathematics required, they were only used in a narrow band of frequencies. Like anything in life, there are good and bad things with this device, but mostly good, especially with the small size.
Bose was once a proud company that really owned the high-end of audio. Now they sell direct to consumer. I’m not convinced that they’ve retained the quality they used to be known for.
Bang & Olufsen are not affiliated with any other manufacturer to my knowledge. B&O are strictly about making the highest quality products with the highest level of aesthetic appeal possible. Back in the late 1970’s and early 1980’s, this was a very radical concept because high-quality manufacturers like Marantz and Harman/Kardon were bent on being building these almost institutional boxy things that “didn’t compromise the audio quality”. B&O simply figured that if you were building stereos, they should look good, too. They did, and they still do. B&O does subscribe to the direct/reflecting mantra but in a different way — they make many “omnidirectional” loudspeakers that radiate equally in all directions.
B&O isn’t a trendier verison of anything. They are simply who they are. And they are freakin’ pricey.
I don’t know why you have a low opinion of Bose, they are at least the equal of any Japanese or Korean manufacturer and they are likely better in many ways. To each his own.
Ah, I guess I am more of a Sonus Faber, Mcintosh kinda guy ( for aesthetics and sound) I know for a fact that Bose makes crap now ( they are known to hide their freq responses). It is sad they have such a monopololy on car audio because they really are a terrible company which sell plastic crap they tell people sounds good at an extremely over inflated price. I am not trying to sound like a snob or anything but my life is music and I spend a lot of time around it so it’s important to have a good setup. I dont know much about B & O however I have never heard anything about them other they are a higher end Bose. Maybe I will hear one sometime. In the meantime check out Sonus Faber if you have a minute.
Chris
Elbobo: Well, you’ve succeeded in sounding like a snob. Sonus Faber? Puleeze. US$1500 for a pair of wall-mounted two-way loudspeakers? You go boy. They are the audio equivalent of a Bentley — uber hefty price and I’ll wager that any benefit is completely nullified by the limitations imposed by the room in which they are installed. Sonic interpretation is partially in the belief that you are listening to a great system, so I guess they’ve got you hooked.
Saabs will never be the Sonus Faber of automobiles, thankfully; I hope they can be the B&O.
Macintosh, I’ll buy. There are differences there, they are truly better than the Japanese stuff. Bose is a Johnny-come-lately in the electronics game, so I am skeptical of that portion, too, since they likely just slap some guts made by someone else inside.
I agree that is one ugly Hyundai. Their styling is humble. The interiors are cheap (but hard wearing and functional). The ride/handling is clunky. Road noise? Yes. Engine noise/vibration? Yes.
But these refinements are *not* their game as you point out. Hyundai knows this well.
They excel at selling cheap, reliable transportation. And are not afraid of offering 0% financing to move cars.
My wife’s 2001 Hyundai Elantra GLS went 128,000 miles with *zero* problems. I felt foolish because I tried to talk her out it! The car was nimble and kinda fun to drive (due to lightness most likely).
After 7 years, she could have afforded to buy something other than another Hyundai. But that little car had sold her on the brand. Hyundai was having *another* 0% deal, so she bought a new loaded Sonata. It’s noisier than my new 9-3 combi. The seats aren’t as comfortable. The interior is too plasticky. (But some of the 9-3 pieces aren’t that great either.) Its proportions are a little bulbous. But it has all the goodies. And it’s cheap. If Hyundai made a wagon version, I’d have had to seriously consider one for myself before buying the SportCombi.
I’m convinced today’s Hyundai is like the Honda and Toyota makes of the early ’80s. They’re building brand loyalty just like Honda/Toyota did in those days by making cheap and bullet-proof vehicles.
What would I to do to overcome Saab’s market perceptions?
Go racing. Play up Swedish heritage (Swedes know design) not freaking jets. Ditch any visible evidence of GM trim. Sell a small 2-door to kill the Volvo c30 ASAP! Sell in small upscale boutique stores far, far away from Cadillacs and Hummers.
Saab is Miramax. Miramax is owned by Disney. But the way Miramax behaves, you’d never know it.
Well I am sorry you took it that way. But I promise you are wrong about SF. I am not a snob but a person whose life is dedicated to music and these speakers produce music like no other I have ever heard. By the way they are not wall hanging and your price point is way off. Lets be friendly and just say we have different tastes my friend ( in speakers, not cars)
Chris
P.S. I find it funny that you like Mcintosh as I have found them to be far more controversial than SF speakers which are loved by nearly everyone who has any experience with them.
p.p.s. Bentley no, Ferrari yes.
Elbobo:
http://www.sumikoaudio.net/sonus/prod_wall_domus.htm
Wall-mounted, US$1495 per pair.
The floor-standing version (three-way) is US $4795 per pair.
I don’t doubt that people love them, I just doubt that the difference is worth the price.
With McIntosh, the specifications and the designs are truly different, and therefore if you want to go that way, I’ll buy that way of thinking. I’m not necessarily in their camp, but I can understand that someone would find that design appealing.
As for me, I have a pretty good ear for this stuff, too, but I’m willing to accept that no room in my house is an ideal listening room. Why have an 700 hp car if you can only drive at 70 mph like everyone else? I feel the same way about home audio. Why have the ultimate setup if you are going to use it in a room that will never produce the results that the gear is deisigned for?
Therefore, I have a fairly modest system, BUT I never cheap out on the digital-to-audio converter portion of anything. I can hear the digital artifacts and it drives me nutty.
In the car the listening isn’t so critical, especially with the ‘vert!
The difference is worth the price especially until you get above about 15k then it starts getting a little silly. I will check out a B&O setup. If you get a chance please check out a SF setup, they changed my perception about listening to music. Rooms do affect sound ( bass traps etc) but these sf speaker will sound amazing anywhere. Anyways thats enough form the peanut gallery (i.e. me) now I am going to go eat some grits at my local soul food place
Chris
Well, B&O is as much about aesthetics as sound. The link to Saab was that people IMMEDIATELY want a B&O upon the first look. Saab should have that appeal.
About renting cars, I have been seconded to head office in South Africa from Namibia and got a Toyota Yaris (sedan) upon arrival at the airport about two weeks ago. I have seen this being bought like french fries both in Namibia and South Africa and in fact, Toyota in most segments is the biggest seller but heaven forbids why people like these pieces of cr…p! Functional, dependable and reliable they are but without a soul. Why on earth they would have the speedometer cluster in an offset position in the Yaris beats me. So I exchanged it for a VW Polo hatchback (don’t know that that is called that end of the world Eggsngrits) and I liked the get-up-and-go apart from being given to me withouth having had a proper valet.
On Hyundai, we have the Hyundai Matrix 1.6GLS manual now for 3 years and apart from having been cheap to purchase from new and doing what it is made for (hauling loads of stuff, practical and functional and being fully loaded to the hilt), your backs aches like hell if you spend anything more then 200km in it but it works every time I get into it. My wife has been sold - but I got her to comprise and bought a Honda Civic sedan VXi as a compromise. I said: if you can like a Hyundai which is gutless then I should be allowed to get the Civic VXi to allow me not to wreck up too many miles in the 9-5 Aero. The compromise worked but I miss driving the 9-5. The seats in a Saab is sublime and based on my own experience of 6 years have no automotive equal (I think I know as at one stage we owned two 9-5s before disposing of the one (heaven forbids) paving the way for the purchase of that Hyundai Matrix).
So what is Hyundai doing right in southern Africa? Well wait for this, 150,000km maintenance plan (unheard of in the industry) and Kia is offering a 10 year warranty. It means that I can buy a Hyundai and before the 48 months is over, the 2nd owner will pick it and still smile all the way to the bank as he will not pay a dime for maintenance (the period usually where a Saab starts costing you money). No wonder my brethen are picking ‘em up in all their variants (iO, Getz, Accent, Elantra, Sonata, Santa Fe, Matrix, Tuscon and ect).
First of all, hell yes I’d need to know the specs of that stereo to want it! I hate those things. Give me an old receiver and some giant floor speakers any day. Modern audio equipment looks ridiculous, and the gains in sound quality just aren’t worth it. Form over function.
Anyway.
My aunt had a Santa Fe for a long time (she just moved to a ‘97 Trans Am vert with the LT1 350 that she got from another uncle. That thing is a BEAST), and it was basically the same as the Tucson. It was a huge piece of junk and I agree with everything you said.
I’d like to see how the new Veracruz compares to the Tucson/Santa Fe. Hyundai is trying to convince people that it’s better than a Lexus RX. I’d also like to know how the new Genesis compares to, say, a Saab. Specifically, I’d like to know how it handles.
Jeff, I’m with you on the specifications before purchase, but most people, myself included, are attracted by style.
Danni: Always good to hear from you. The VW Polo is not available in the US, so it’s just the Polo. Sounds as if things are well with you.
eggsngrits - am fine really. Just finding it very difficult to adapt to this go-stop-go traffic in Johannesburg. The part of the world where I come from one can drive for hours without encountering 10 vehicles per a 100km stretch. Here you have 1000 in a 10km stretch! Sometimes we do not appreciate what we have until it is taken away.
But being in Johannesburg allows me now more time to lay my hands on the things that matters the most to me: the GM Southern Africa media bosses and their uptight undersides at anything related to Saab (they are pushing Cadillac big time here - The CTS with a 3.6 V6 DI VVT engine charning out 229kW @6400rpm coupled to a 6-speed tranny with a peak torgue of 374Nm. I hear you ask: where is the 9-5? And then they have the nerve to present the Dame Edna 9-5 as the new 9-5 in this part of the world? Everything around here related to Saab smells and smacks of Cadillac - printed and electronic ads, TV ads, I am as yet to see a Saab TV advert and yet we have the 9-3 Sport sedan being offered with the 129kW and Aero version with an automatic tranny. O holy smoke, an Aero without a stickshift?