Part 3/9:
Hyundai recently introduced an $18,000 EV aimed at penetrating the hesitant Japanese market. This vehicle is categorized as a "K car," famously compact and narrow in design. Hyundai's move is significant, as Japan has limited offerings in the small electric sector. While the design may appear basic, it aims to provide a solution-oriented approach to affordable electric mobility. Surprisingly, there is a certain charm in its simplicity, aligning well with the K car aesthetic.
However, the company faced substantial challenges in Japan, selling only 607 vehicles last year as it competes against more established domestic brands. To boost sales, Hyundai’s affordable EV could attract interest in a market not overly dominated by flashy features.