Hyundai Nishat Advances in Hybrid Technology
In May, Hyundai Nishatunveiled its all-new HyundaiTucson Hybrid, an SUV whichcombines advanced hybridtechnology with modern designand versatile capabilities to meetthe evolving needs of Pakistanidrivers. It is available in twovariants, the Hybrid Smart – afront-wheel drive (FWD) and theHybrid Signature – an all-wheeldrive (AWD); the latter is the firstof its kind in Pakistan; until now,only FWD hybrids were available.Both models are powered by a1.6-litre turbocharged GDI enginepaired with an electric motor, andthe AWD offers multi-terrain drivemodes for enhanced control thatare ideal for navigating diverseroad conditions.
The interiors of both variantsfeature a high-tech cabin with araft of features and accessories,including dual 12.3-inch thinfilmtransistor (TFT) LCDs, ahead-up display, dual-zoneclimate control and wirelessAndroid Auto and Apple CarPlay.Premium features include leatherseats, ventilated and heatedfront seats, an eight-way poweradjustabledriver’s seat and asmart push-start key system.
The AWD has additionalfeatures such as a 360-degreecamera, fingerprint recognitionfor engine start, memory seatsand a powered smart tailgate,in addition to the HyundaiSmartSense, which providesover 20 advanced driverassistance systems (ADAS),including blind spot detection,forward collision-avoidanceassist, lane-keeping assist,and rear cross-traffic collision avoidanceassist, which enhancethe SUV’s safety.
The Hybrid Smart is pricedat Rs 10,999,000, and theHybrid Signature is priced atRs 11,999,000. Hyundai haspartnered with MCB to offerfinancing support throughconventional and Islamicfinancing. The vehicles aretargeted towards upper-classurban professionals, ecoconsciousconsumers andtech-savvy drivers who seekperformance, comfort andsustainability in urban centres.
According to Musa Khan,Assistant Brand Manager,Hyundai Nishat, “We arefocusing on sedan ownerswho want to move towardsthe SUV segment and want amore spacious car in addition toenhanced safety features and asmoother ride, which our hybridSUVs provide.” Additionally, theSUVs are geared towards peoplewho already own earlier Tucsonnon-hybrid models and arelooking for the next-generationfeatures the new Tucson offers.
Asked about the marketinginsights that led to the launchof the hybrids, Agha Ahmed,Head of Marketing and Planning,Hyundai Nishat, says that “therising demand for hybrid SUVs,with benefits such as better fuelefficiency, safety tech and brandtrust, was a key driver. Peopleare also looking to enhancetheir driving experience andexpect features such as ADAS,connected tech, and intelligentterrain handling.” These are thefeatures which Ahmed believesare “no longer limited to luxurysegments” and that anotherfactor that led to the launchof the vehicles was the gapin the market for AWD hybridSUVs. Ahmed emphasises thatthe Tucson Hybrid is part ofHyundai’s long-term strategyto increase green mobility;this is in line with their priorlaunches of hybrids such as theElantra, Santa Fe and other EVsincluding the Ioniq 5 and 6.
To promote the Tucson Hybrid,Hyundai deployed a full-circleintegrated campaign, includingdigital marketing, radio, printand influencer collaborations, inaddition to nationwide events atHyundai dealerships. The creativeconceptualisation was done inhouse,and the communicationsfeatured the tagline ‘Discover theUnseen’, which aimed to arouseinterest among consumers.Hyundai Nishat have alsorolled out separate awarenesscampaigns to educate consumersabout the benefits of hybridvehicles, such as the monetarybenefits of using them in lightof rising fuel prices and lowermaintenance costs.
To provide a satisfactorycustomer experience, all 24authorised Hyundai dealershipsin 13 cities are equipped tohandle hybrid maintenanceand diagnostics. Specialisedtraining has been provided totechnicians to manage batterysystems, hybrid drive unitsand HTRAC AWD systemcalibration. They provide aneight-year warranty for thehybrid system (including thebattery, motor and inverter) anda standard four-year warrantyfor the vehicles.
Ahmed says the TucsonHybrid has received exceptionalinterest, particularly for the AWDvariant. “Customers appreciateits ADAS features, comfortlevels and value for money,making Hyundai’s commitmentto sustainable, technologydrivenmobility solutions strongand secure.” He adds that thecompany plans to increase theTucson’s availability beyondurban hotspots in the future.
The launch of the TucsonHybrid reflects a significantshift in the Pakistani autoindustry towards sustainableand intelligent mobility. Althoughconsumer interest is rising, largescaleEV adoption dependson infrastructure development,public awareness andstakeholder coordination. Untilthese are fully in place, hybridswill remain a more practical andrealistic option when it comesto widespread clean mobilityadoption in Pakistan.