Hyundai is now one of the most popular and respected car brands in the US, with a reputation for quality, reliability, and value. However, this was not always the case. When Hyundai entered the US market in 1986, it faced a lot of skepticism and criticism from consumers and critics alike. The main reason for this was the Hyundai Excel, the first and worst Hyundai car in the US.
The Hyundai Excel was a subcompact car that was supposed to be a cheap and cheerful alternative to the Japanese and American competitors. However, it turned out to be a disaster that tarnished Hyundai’s image for years. The Excel was plagued by numerous problems, such as poor performance, low safety, high maintenance, and low resale value. The Excel was widely considered as one of the worst cars ever sold in the US, and it almost drove Hyundai out of the market.
In this article, we will explore the history, design, features, problems, and legacy of the Hyundai Excel. We will also look at how Hyundai managed to overcome the Excel’s failure and become a successful car maker in the US. We will use relevant examples, case studies, and statistics to support our points. We will organize our ideas using headings, subheadings, and lists where appropriate. We will conclude with a summary that ties together the key takeaways of the article.
The History of the Hyundai Excel
The Hyundai Excel was based on the second generation of the Mitsubishi Mirage, a car that was also sold in the US under different names, such as Dodge Colt and Plymouth Champ. Hyundai acquired the license to produce the Mirage from Mitsubishi in 1982, and hired the famous Italian designer Giorgetto Giugiaro to give it a new look. The result was the Hyundai Pony Excel, which was launched in South Korea in 1985. The car was also known as the Hyundai Presto in the sedan version.
Hyundai decided to enter the US market in 1986, hoping to capitalize on the demand for small and fuel-efficient cars. The Excel was chosen as the first model to be exported to the US, as it was considered to be the most suitable for the American consumers. The Excel was priced at $4,995, which was significantly lower than the competitors, such as the Honda Civic, the Toyota Corolla, and the Ford Escort. Hyundai also offered a 36-month/36,000-mile warranty, which was longer than the industry standard at the time.
The Excel was initially a success, as it sold more than 168,000 units in its first year, breaking the record for the most sales by a new car brand in the US. Hyundai also received positive reviews from some magazines, such as Car and Driver, which praised the Excel’s spacious interior, smooth ride, and good handling. However, the Excel’s popularity soon faded, as the car’s flaws became apparent.
The Problems of the Hyundai Excel
The Hyundai Excel was a cheap car, and it showed. The car was made of low-quality materials, and it suffered from poor craftsmanship and engineering. The Excel was prone to various mechanical and electrical issues, such as engine failures, transmission breakdowns, brake malfunctions, oil leaks, rust, and corrosion. The Excel also had a weak performance, as it had a 1.5-liter four-cylinder engine that produced only 68 horsepower and 85 pound-feet of torque. The Excel could barely reach 60 mph in 15 seconds, and it had a top speed of 92 mph. The Excel also had a low fuel economy, as it averaged only 25 mpg in the city and 30 mpg on the highway.
The Hyundai Excel was not only unreliable, but also unsafe. The car had a flimsy body structure, and it lacked basic safety features, such as airbags, anti-lock brakes, and side-impact protection. The Excel performed poorly in crash tests, and it received low ratings from the National Highway Traffic Safety Administration (NHTSA) and the Insurance Institute for Highway Safety (IIHS). The Excel also had a high rate of accidents, injuries, and fatalities, as it was involved in more than 2,000 crashes, 1,000 injuries, and 100 deaths in the US between 1986 and 1994.
The Hyundai Excel was not only a bad car, but also a bad investment. The car had a low resale value, as it depreciated rapidly and drastically. The Excel lost more than 50% of its value in the first year, and more than 80% of its value in the first three years. The Excel was also difficult to sell, as it had a negative reputation and a low demand. The Excel was often traded in for scrap, or donated to charity, or abandoned in junkyards.
The Legacy of the Hyundai Excel
The Hyundai Excel was a failure, and it almost ruined Hyundai’s chances of succeeding in the US market. The car damaged Hyundai’s reputation, and it made consumers distrustful and skeptical of the brand. Hyundai’s sales declined sharply, and it faced lawsuits, recalls, and investigations from the authorities. Hyundai also faced competition from other Korean car makers, such as Kia and Daewoo, which entered the US market in the 1990s.
However, Hyundai did not give up, and it learned from its mistakes. Hyundai invested heavily in research and development, and it improved its quality, reliability, and safety standards. Hyundai also expanded its product range, and it introduced new models, such as the Sonata, the Elantra, the Accent, and the Santa Fe. Hyundai also increased its customer service, and it offered a 10-year/100,000-mile warranty, which was the longest in the industry. Hyundai also changed its marketing strategy, and it focused on highlighting its value, innovation, and design.
As a result, Hyundai gradually regained its customers’ trust and loyalty, and it increased its sales and market share. Hyundai also received positive reviews and awards from the critics, and it ranked high in customer satisfaction and quality surveys. Hyundai also became a global leader in the automotive industry, and it acquired Kia in 1998, and formed the Hyundai Motor Group, which is now the fifth-largest car maker in the world.
Conclusion
The Hyundai Excel was the first and worst Hyundai car in the US, and it was a disaster that almost destroyed Hyundai’s reputation and business. The Excel was a cheap and cheerful car that turned out to be a nightmare for the consumers and the critics. The Excel was plagued by numerous problems, such as poor performance, low safety, high maintenance, and low resale value. The Excel was widely considered as one of the worst cars ever sold in the US, and it was a stain on Hyundai’s history.
However, Hyundai did not let the Excel’s failure define its destiny, and it bounced back from its crisis with determination and innovation. Hyundai improved its quality, reliability, and safety standards, and it introduced new and better models that appealed to the consumers. Hyundai also enhanced its customer service, and it offered a long and generous warranty that assured the consumers. Hyundai also changed its image, and it emphasized its value, innovation, and design. Hyundai became a successful and respected car brand in the US, and it became a global force in the automotive industry.
The Hyundai Excel was a lesson for Hyundai, and it was a challenge for the consumers. The Excel showed that Hyundai could make mistakes, but it also showed that Hyundai could learn from them and overcome them. The Excel also showed that the consumers could be disappointed, but they could also be forgiving and loyal. The Excel was the first and worst Hyundai car in the US, but it was also the catalyst for Hyundai’s transformation and growth.