Hyundai Motor Corporation vice chairman E.S. Chung says that the slogan conveys the company's idea of "modern premium."
That’s not all the Korean automotive juggernaut has unveiled at this year’s Detroit Motor Show. Hyundai is going after the youth market with their rather bold new compact crossover called the ‘Curb’. It’s essentially an ‘urban activity vehicle’ around the same size as the Kia Soul.
As a concept, the 'Curb' is loaded with a bunch of cool technology, including a massive 12-inch head-up display as we as Hyundai’s ‘Blue Link’ telematics system.
Power for the curb will most likely come from a 1.6-litre GDI (Gasoline Direct Injection) from the Gamma engine family, and will produce 130.5 kilowatts of power while returning fuel consumption figures as low as 5.8-lires/100km.
You can clearly see that Hyundai’s ‘fluidic sculpture’ design language has been employed with the Curb although, the chassis is unique and could be used for the new Elantra or Avante, as it is known in Korea.
Boxy designs like the 'Curb' have had mixed success around the globe, and while the Nissan Cube seems to be a popular choice, Honda is said to be axing their Element, due to poor results with younger buyers.
That said the 'Curb' appears to be a scaled down iX35, rather than the more boxy designs employed by other manufacturers.