In May, Hyundai Nishat unveiled its all-new Hyundai Tucson Hybrid, an SUV which combines advanced hybrid technology with modern design and versatile capabilities to meet the evolving needs of Pakistani drivers. It is available in two variants, the Hybrid Smart – a front-wheel drive (FWD) and the Hybrid Signature – an all-wheel drive (AWD); the latter is the first of its kind in Pakistan; until now, only FWD hybrids were available. Both models are powered by a 1.6-litre turbocharged GDI engine paired with an electric motor, and the AWD offers multi-terrain drive modes for enhanced control that are ideal for navigating diverse road conditions.

The interiors of both variants feature a high-tech cabin with a raft of features and accessories, including dual 12.3-inch thinfilm transistor (TFT) LCDs, a head-up display, dual-zone climate control and wireless Android Auto and Apple CarPlay. Premium features include leather seats, ventilated and heated front seats, an eight-way poweradjustable driver’s seat and a smart push-start key system.

The AWD has additional features such as a 360-degree camera, fingerprint recognition for engine start, memory seats and a powered smart tailgate, in addition to the Hyundai SmartSense, which provides over 20 advanced driver assistance systems (ADAS), including blind spot detection, forward collision-avoidance assist, lane-keeping assist, and rear cross-traffic collision avoidance assist, which enhance the SUV’s safety.

The Hybrid Smart is priced at Rs 10,999,000, and the Hybrid Signature is priced at Rs 11,999,000. Hyundai has partnered with MCB to offer financing support through conventional and Islamic financing. The vehicles are targeted towards upper-class urban professionals, ecoconscious consumers and tech-savvy drivers who seek performance, comfort and sustainability in urban centres.

According to Musa Khan, Assistant Brand Manager, Hyundai Nishat, “We are focusing on sedan owners who want to move towards the SUV segment and want a more spacious car in addition to enhanced safety features and a smoother ride, which our hybrid SUVs provide.” Additionally, the SUVs are geared towards people who already own earlier Tucson non-hybrid models and are looking for the next-generation features the new Tucson offers.

Asked about the marketing insights that led to the launch of the hybrids, Agha Ahmed, Head of Marketing and Planning, Hyundai Nishat, says that “the rising demand for hybrid SUVs, with benefits such as better fuel efficiency, safety tech and brand trust, was a key driver. People are also looking to enhance their driving experience and expect features such as ADAS, connected tech, and intelligent terrain handling.” These are the features which Ahmed believes are “no longer limited to luxury segments” and that another factor that led to the launch of the vehicles was the gap in the market for AWD hybrid SUVs. Ahmed emphasises that the Tucson Hybrid is part of Hyundai’s long-term strategy to increase green mobility; this is in line with their prior launches of hybrids such as the Elantra, Santa Fe and other EVs including the Ioniq 5 and 6.

To promote the Tucson Hybrid, Hyundai deployed a full-circle integrated campaign, including digital marketing, radio, print and influencer collaborations, in addition to nationwide events at Hyundai dealerships. The creative conceptualisation was done inhouse, and the communications featured the tagline ‘Discover the Unseen’, which aimed to arouse interest among consumers. Hyundai Nishat have also rolled out separate awareness campaigns to educate consumers about the benefits of hybrid vehicles, such as the monetary benefits of using them in light of rising fuel prices and lower maintenance costs.

To provide a satisfactory customer experience, all 24 authorised Hyundai dealerships in 13 cities are equipped to handle hybrid maintenance and diagnostics. Specialised training has been provided to technicians to manage battery systems, hybrid drive units and HTRAC AWD system calibration. They provide an eight-year warranty for the hybrid system (including the battery, motor and inverter) and a standard four-year warranty for the vehicles.

Ahmed says the Tucson Hybrid has received exceptional interest, particularly for the AWD variant. “Customers appreciate its ADAS features, comfort levels and value for money, making Hyundai’s commitment to sustainable, technologydriven mobility solutions strong and secure.” He adds that the company plans to increase the Tucson’s availability beyond urban hotspots in the future.

The launch of the Tucson Hybrid reflects a significant shift in the Pakistani auto industry towards sustainable and intelligent mobility. Although consumer interest is rising, largescale EV adoption depends on infrastructure development, public awareness and stakeholder coordination. Until these are fully in place, hybrids will remain a more practical and realistic option when it comes to widespread clean mobility adoption in Pakistan.