The Ascendant

MANILA, Philippines - Once upon a time, a Hyundai was the bargain hunter’s choice. The cars were inexpensive and looked decent enough, but they were not something to get excited about for the same reason one didn’t feel especially proud to be wearing World Balance when everyone else was strutting about in Nikes. I distinctly remember enduring four hours in the rearmost seat of an H100 van years and years ago, fighting nausea as we careened along the highway at a blistering 100kph.

There were a few promising stars in the 90s for me: the intriguingly designed Elantra and Coupe, the latter having some sporting pretensions despite its econocar roots. And I did like the Starex from the get-go. Before Hyundai Automotive Resources Inc. (HARI) came into the picture, gray market importers were bringing in this bread loaf-shaped minivan by the thousands. In college I was its designated driver for our bloc’s weekly outreach programs, possibly because I was the only one who could figure out how to push it past an anemic 120kph.

How times have changed. Today a Hyundai occupies top-of-mind consideration along with industry stalwarts like Toyota or Honda. And why not, for while the Japanese have played the conservative approach when it comes to style (with a few exceptions), the South Korean giant has taken an aggressive stance with its cars in a seeming bid for global domination. Really, all it takes is one look at any of its “Next Generation” lineup to know that Hyundai is dead serious.

In a market where Form is a major consideration, it can now be said that none of Hyundai’s cars or SUVs take a backseat in aesthetics. The Tucson’s serpentine profile and muscular flanks make it look faster and more expensive than it really is. The Genesis Coupe brings muscle car flair and performance at a price point that undercuts its few competitors by several hundred thousand. And the new Sonata? It finally lives up to its name with flowing curves and character lines harmoniously working together to let the sunshine dance over its flanks. Meanwhile, the freshened-up Santa Fe continues to impress with its muscular performance and looks, while the Grand Starex Limousine is a veritable pleasure palace on wheels.

Of course, all this we had to personally experience – nay, savor – over two days of unadulterated driving in the island of Marinduque. The parallels are subtle. For decades, Marinduque has held a reputation for being the “sleepy” island off Batangas. Whereas vacationers have traditionally flocked to the more tourist-oriented Mindoro, Marinduque has languished in idleness and controversy; the first being the mess that copper miners left in the town of Boac, the second being rumours of “Elephant Island” being a haven for Yakuza and shady deals. How appealing.

For better and for worse, Marinduque exudes an aura of timelessness and “nothing-to-do-ness”. Walking the streets of Boac with its colonial era houses and churches, gazing at the scenic coastline free of commercial establishments, driving around empty roads largely free of big-name advertisers save for the few election posters and tarps, one gets the impression you could retire here in blissful obscurity. Or you could lose your mind.

Just like Hyundai, Marinduque has recently taken on a progressive stance. While the island is still largely free of mainland noise and clutter, it’s nice to know that modern conveniences like 3G networks and safe Ro-Ros as part of the Nautical Highway are existent. Those and Bellarocca Island Resort and Spa, the new occupant of “Elephant Island” and now run by the Genesis Hotels and Resorts Corporation. The shared name with the sports car is just a coincidence, but the level of service, nay, the aura of wealth and the good life is not.

With a high-class resort come moneyed tourists, and with them come quality, word-of-mouth endorsements, fostering an upswing in tourism and employment in related industries.

With Santorini-inspired architecture, a complete roster of leisure and lifestyle facilities, and the snob appeal that can only come from being an island hotel and resort, it is the perfect host venue for Hyundai’s “Next Generation Media Test Drive”.

From Hyundai’s newest showroom in Alabang, our 30-strong media contingent set off for the port of Lucena in a 15-car convoy of Tucsons, Santa Fes, and one Genesis Coupe, Sonata, and Limousine each. From Lucena we took the Ro-Ro to Marinduque, where the roads are long, winding, and largely free of traffic. It was an excellent opportunity to appreciate how far Hyundai’s engineers have come in the areas of chassis tuning, NVH suppression, powertrain refinement, and fit and finish.

At the helm of the Tucson R-eVGT, I was impressed with the gutsiness of its 2.4-liter CRDi engine and the nimble feel of its steering and suspension. Between that and the inspired design in and out, it’s no surprise that Hyundai can’t bring in this compact SUV fast enough while its rivals languish in the showrooms. Next was the Santa Fe. Changes to the model are mostly aesthetic but still welcome, as I found the old model’s instrument panel gauges to have a hard-to-read font style while the dashboard had a plain Jane look. The new one corrects the latter with a more curvacous design, and the latter with a smaller, much more readable font. The rest of the SUV is still as nice as before, offering a commendable marriage of power, space, and comfort for those who’d like a larger SUV than its Tucson sibling.

The Limousine, on the other hand, is a real treat, offering custom RV features with none of the hassles of aftermarket mods. Sporting a bubble roof, the “Limo” is blessed with additional headroom, a flat TV, DVD player, tufted leather and disco lights. Expect this to be the ride of choice of celebrities and basketball hotshots.

And then there is the Sonata. The ugly duckling has blossed into a truly beautiful machine. Sure, the tail hints of latter-day Jaguar and the front has some Mercedes Benz S-Class styling cues, but who cares? Imitation is the sincerest form of flattery, and on a bright day on an idyllic island, the Sonata is a truly luxurious car in both look and feel. The sinouous flanks with their character lines give it graceful fluidity, while the dual-panel sunroof set on a black roof create an interesting contrast against the test unit’s silver body. Inside, the cabin exudes elegance and sophistication with handsomely rendered gauges and displays, intuitive controls, and a Mercedes-like color scheme of black and gray that looks both confident and handsome.

The performance does not disappoint, either. With a 6-speed automatic and a 2.4-liter engine, it provides reasonable acceleration and midrange thrust, while the independent suspension feels supple and agile within the limits of a midsize sedan. Watch out for this car when it becomes officially available; the Camry, Accord, Galant, and Mazda6 will surely get a headache.

Finally, there is the Genesis Coupe. Regrettably, I missed out on seat time with this car for some reason or other, but all the same it was a pleasure to be in such company. Especially with its yellow paint, the car’s sleek style makes it look more expensive than it really is, yet the V6, rear-wheel drivetrain, sports-tuned suspension mean it is no poseur. When I was a child still collecting Matchbox cars, my most prized possessions were the Porsches and Lamborghinis, yet I also enjoyed my Nissan 300ZX. Were I a child again, I would happily play with “my” Genesis Coupe. It’s the type of car that makes kids dream, and grown men long for the day when the nest egg can actually accommodate a sports car. Who’d have thought that a Hyundai could actually, realistically fill that slot?

The “Next Generation” of Hyundai is no mere marketing hype. The design and engineering teams have really come into their own, and before the Japanese and American giants know it, Hyundai will ascended to the top in only a few more years.