► New i20 and Bayon fast-tracked
►Hyundai’s models are under-performing in small car class
► New i20 and Bayon to go hybrid
Hyundai is fast-tracking a trio of new compact models as it aims to conquer the European B-segment, which it has been underperforming in for some time, according to its European boss.
Speaking at the reveal of the Hyundai Concept Three, which previews the Ioniq 3, its smallest Ioniq-branded car to date, Xavier Martinet said the B-segment is ‘not a class where we are overperforming’ in now.
Currently Hyundai’s two B-segment cars are the i20 supermini and Bayon crossover. Neither are particularly old cars – both were introduced in 2021 in their current generations and facelifted in 2024 – but continue to lag behind rivals in the sales charts.
‘We are pretty strong in the C-segment, the Tuscon and Ioniq 5 are doing a great job, but in the B-segment we are not as strong and that’s what we want to change in the future,’ said Martinet.
The first new car in this segment will be the production version of the Concept Three, revealed at the Munich motor show. Martinet said the ‘production version is very advanced, and it will hit showrooms roughly a year from now’. The Ioniq 3 aims to plug the gap between the Inster and Kona and aims to tap into the retail EV market as well as ‘seduce fleet customers’.
Martinet said: ‘The B-segment offensive is fundamental for us. This one [the Ioniq 3] is the first, we have two others coming right after. It’s no big scoop, but the i20 and Bayon could be on the list.’
Both will continue with ICE setups, but will gain proper hybrid powertrains for the first time, as so far the closest thing they’ve got to electrification is a mild-hybrid.
‘We are still far away from EVs, 82.5 per cent of people across Europe are still buying a non-EV,’ said Martinet. ‘EV adoption is there and sales are up, but it’s not as fast as we thought. We’re here to listen to what customers want.
‘We want an answer to every scenario. If you have the best car you can have on ICE and EV somewhere, you’ll never be caught unaware.’
Senior staff writer, car reviewer, news hound, avid car detailer.
By Ted Welford
Senior staff writer at CAR and our sister website Parkers. Loves a car auction. Enjoys making things shiny
