CRETA Calling

We recently got our first chance to sample one of the most highly anticipated new cars of 2015. It's no secret that the compact crossover segment is the hottest space in the market. It's also no secret that Hyundai has been working on this model for some time. Well, it's finally here - and it's called (a bit quizzically) the CRETA! But, never mind the name, what we're more interested to find out is if this car will be the game changer that it promises to be. And the short answer is: yes! The car was unveiled at the Hyundai plant, and what we can tell you with complete certainty is that (to our eyes) it looks very impressive indeed. From more than one angle, it carries a strong resemblance to the far more premium Santa Fe. In the flesh, the proportions look good, the chrome grille on the front looks imposing, the profile is sharp and purposeful, and the taillights look stylish and impressive. However, there's a chrome strip on the bottom half of the tailgate - which sits above the number plate - that looks like it's set a little lower than necessary. But, other than that, the CRETA certainly looks like an SUV that you'll be proud to have parked in your garage - especially the top-end variant that you see here with its 17-inch rims. But Hyundai was more interested in telling us about the advancements they've made under the skin. You see, the Fluidic Sculpture design philosophy has made quite an impact over the years - and Fluidic Sculpture 2.0 has only moved the game even further. And with the CRETA they've certainly created a handsome machine that looks unique and conventional in just the right mix. On the inside, it's much the same story. Hyundai truly moved the compact car game to another level with the cabin of the i20, and while the CRETA isn't quite as much of a leap forward, it certainly provides fit-and-finish levels that are miles above its competition.

 

We sat down with Hyundai's MD & CEO, Mr. B.S. Seo, to get a sense of just how important the CRETA is to Hyundai Motor India. 

How much did the needs of the Indian market dictate the design of the CRETA?

The CRETA is one of the most important models for Hyundai Motor India, and design plays an important role in this regard. Brands are accepted based on futuristic design, high quality materials, performance and driving capability. The CRETA has a strong 'Hive' body structure and signature Fluidic Sculpture 2.0 design philosophy, which gives it an edge. Our mission is to demonstrate Hyundai's performance and safety standards alongside the signature design philosophy in a bold and compelling product. As the most loved and trusted car manufacturer in India, the CRETA will herald a new chapter of SUV's in India - redefining the SUV lifestyle. The CRETA is the most awaited and inspirational SUV of the year, and will be a revolutionary product. It's been developed to lead a new trend in the SUV market.

The response to the CRETA has been very positive. Did you anticipate such a strong response?

We have received an overwhelming customer response. The CRETA is a true expression of the new-age Hyundai, which will further enhance customer interest and expand the SUV segment. The CRETA has created immense excitement even before its launch with its bold and stylish looks. In the first 10 days of the teaser campaign, we received over 28,500 enquiries and 10,000 customers showing their interest to live the CRETA life. We believe that the CRETA will herald a new chapter in Hyundai Motor India's success story, and will set a new benchmark in the SUV segment. 

The compact crossover space is continuing to grow in popularity. Do you feel it will cannibalize sales from your other offerings in a similar price bracket?

The SUV segment has shown de-growth in the past two years, however we're confident that the CRETA will boost customer interest in this segment. Indian customer's aspirations have changed in the past few years, and we believe that the CRETA will fulfill their wish to own a 'Modern' and 'Premium' SUV. All our products are perfectly positioned in their respective segments and offer high value to customers respectively. The CRETA is a disruptive product, which will engage customers in higher segments and offer higher value. It has been developed to lead a new trend in the SUV market, and will not lead to cannibalization as all our products are well positioned in their respective segments.

At the same time, which models from your competitors will be most affected by the CRETA?

The CRETA is a disruptive product, and will inspire customers in various segments to own it. However, our goal is to offer a premium experience to our customers along with the best after-sales experience. We are offering, for the first time, a 3-year unlimited kilometers warranty to CRETA customers. Hyundai is a youthful manufacturer ensuring customer delight. All our products are trendsetters, and we aim to be lifetime partners to our customers in automobiles and beyond. 

With such high levels of interest, long waiting periods can be expected. Do you think this may drive away some potential customers?

The Hyundai channel network is robust with high penetration pan-India. Our channel partners have the necessary infrastructure and budget support to deliver the CRETA within the shortest time possible. Our first priority would be on-time delivery to customers to make them a part of Hyundai family.

A large touchscreen dominates the centre console in the top-two trim levels. It also gets 1GB of storage, push-button start, a reverse camera, 6 airbags, and Electronic Stability Control. In fact, Hyundai went to great lengths to point out that the CRETA has best-in-class structural rigidity. Now that can be a little hard to judge on a short test drive, but they did have a cutaway on display that showed off the sections of high strength steel and the five cross members on the roof.

On the road - well, at Hyundai's perfectly paved test track anyway (which consisted of two short straights, and a nicely banked roundabout) - the CRETA felt extremely well balanced and surefooted on the road. With the new i20 there was a sense that Hyundai had taken a leap forward in the dynamic abilities of their vehicles, and this is reflected in the CRETA as well. In the Elantra, for instance, the brakes would lock before the ABS would cut in. In the Verna, the rear end would get loose. But in their latest generation of machines, there are no such problems. They stop and go with the surety of the best machines that have been engineered on the Autobahn. Now that they've conquered design and features, this is the next frontier for this Korean giant - the integrity of what's under the skin. And this is what makes them extremely dangerous for every other automaker on the planet. In fact, their relentless aggression is what's propelled them to become the fastest growing automaker on the planet.

The CRETA will be available with a 1.6-litre petrol engine (producing 121 blip) and a pair of turbo-diesels - a 1.4 and 1.6 with a variable geometry turbo and the latter produces 126bhp. All engines will come with a six-speed gearbox, while an optional 6-speed automatic transmission will be offered with the 1.6 diesel - the first diesel-automatic in its segment. And it's this variant that we drove - the 1.6 with the manual and automatic transmissions. Now, let's be clear, this is a very preliminary first drive that we can only use as a reference point to infer what the car will be like to live with. But we can tell you this much, it's doesn't disappoint.

The brakes are very good, with -the ABS providing a lot of confidence. The body control is extremely good as well, with the steering responding sharply to your inputs. Steering feel is far improved over Hyundai's of old. We only drove the car on the test track, but based on the way it handled we can assume that the ride quality will be pretty good as well. 

The drivers' seat holds you firmly in place, and all the controls fall perfectly to hand. The only shortfall is that the steering column doesn't adjust for reach. Space in the cabin is good though. In the rear, you get nicely executed AC vents, a central armrest, and a 12-volt socket. You also have great head-and-leg room, but shoulder room when three abreast (especially when you're sandwiched between two well nourished auto journalists) can be a little tight. 

The automatic transmission, while not lightening sharp, lets you shift manually if you so choose. What it does brilliantly, however, is remain smooth and refined at all times. The engine response is more than adequate with either gearbox, but this engine (the 1.6 diesel) does seem to buzz a little more than you would like. 

But, really, what we're doing here is nitpicking. On the whole, as an everyday machine, that CRETA is everything we expected it to be - and more. Like I said before, it looks better in the flesh than in pictures -which are to say that it looks just the right amount of imposing and elegant on the road. It's certainly a step-up on the inside from anything in its segment, and there's no doubt that it'll be an extremely capable and comfortable car to live with everyday.

So, since it appears that the next car all of you want to put in your respective driveways is a compact crossover, you better rush to the nearest Hyundai showroom and beg them to take a booking. Their order books are filling up fast, and waiting periods of a few months are already being estimated. Hyundai has high hopes from this car. The buying public does too. Good thing, then, that it appears to deliver the goods

Published by: Auto X

Words by :  Dhruv Behl