Hyundai Sonata Plug-in Hybrid Ad Focus On Cure For Range Anxiety

2 years ago by Mark Kane 32

Hyundai Sonata Plug-in Hybrid

Hyundai Sonata Plug-in Hybrid

Curious about how Hyundai will advertise its plug-in models?

Well, a recent 2016 Hyundai Sonata Plug-in Hybrid  ad focuses heavily on the range anxiety shooting into BEV’s garden.

The Cure for Range Anxiety – The 2016 Sonata Plug-in Hybrid

Range anxiety is caused by limited electric range, but we have a cure: The Sonata Plug-in Hybrid. It has all the benefits of an electric car, without the limits.”

Sonata PHEV is rated for 27 mile of all-electric EPA range. (Priced from $34,600 in US, full model details here)

Hyundai Sonata PHEV

Hyundai Sonata PHEV

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32 responses to "Hyundai Sonata Plug-in Hybrid Ad Focus On Cure For Range Anxiety"

  1. David Murray says:

    Hmmm.. Mixed feelings. It’s not a bad advertisement, but not great either. I think the reason I don’t like it more is that the ad seems to target BEV drivers and not gasoline drivers.

    1. MikeM says:

      “. . .seems to target BEV drivers and not gasoline drivers”.

      And not a very sound ad. strategy, I’d say.
      So all I have to do is dump my Leaf and buy back into the old carbon burning paradigm. Then all will be joy once again.

      Hmmmm. Don’t think so. Forget it Hyundai!

      1. SJC says:

        Run renewable gasoline or make it an FFV.

    2. miggy says:

      I think they made it as a joke and it is not released until April 1st.

    3. Mark Renburke says:

      I don’t think so really, it may seem to on the surface because that’s who the character is, but I think it actual targets those who would ptobably never consider a BEV and don’t realize there is a more pragmatic option (which is a much larger pool) In that context, this is a very valuable consumer education piece, and creating more of a gateway than it is harming BEV adoption (because those folks are smart enough to get the car with the range they need, plan their charging stops, and/or use a 2nd vehicle with gasoline/backup)

  2. Chris says:

    So a 2016 Sonata with a 27 mile EPA range starting at $34,600 while a 2017 Volt with a 53 mile EPA range starts at $34,095. Looks a little bit overpriced to me…

    1. Fail Cells says:

      Sonata is a mid size car.

      1. SJC says:

        Make Camry, Fusion and Sonata hybrids FFV and put in more E85 pumps supplied with cellulose ethanol from POET or the others making it.

    2. Ash09 says:

      I’d look at it more that the Hyundai is only available in certain states. The Gen 2 Volt can sort of proudly boast now that it’s available nationwide, in addition to more EV range.

  3. sven says:

    Great advertisement for explaining a PHEV and its benefits to the average Joe. GM should have made more Volt commercials like this in their past marketing campaigns.

    1. GeorgeS says:

      I was anxious to see this ad as almost all Volt ads are a pretty bad IMO. But I don’t think this ad is a whole lot better than GM’s. It just kind of rehashes the same theme. They even used “electric when you want it and gas when you need it”

      Pretty mediocre IMO

  4. Alok says:

    Yes, the medicine is a gas engine, and the side effects… well, those of ICEs (uses gas, pollution, maintenance,…).

    Sorry, but it was too tempting…
    Not meant to criticize PHEVs, though I prefer holistic medicine 🙂
    (in this case, long range BEVs coupled with a reliable network of fast-chargers).
    Aren’t batteries good enough, now?

    Anyway, for most European drivers (and many American drivers too) even the 27 miles range can cover the whole daily commute.
    Very little side effects, in those cases. 🙂

    1. SparkEV says:

      Why not criticize PH (I won’t call it EV anymore!) At 27 miles range, you’d pretty much be running on gas much of the time. Worse, to give carpool stickers to them! By the time they get to carpool lane, they’re running on gas 100% of the time.

      And if their commute is covered with 27 miles, why even bother with gas engine? Just get BEV for commute + used gas car for rare long distance travel would be better.

      1. David Murray says:

        I think I can answer that. Since we own a Leaf and Volt, I feel fairly objective. We have a severe lack of charging infrastructure in Texas. I thought it would have grown more by now, but it hasn’t and doesn’t appear likely to change. The Volt is more than capable of making our daily commutes in EV mode. But we usually can’t use the Leaf for the weekend or evening activities because there is nowhere to recharge. So when our lease is up on the Leaf, we’ll be looking for another PHEV.

        1. SparkEV says:

          If there’s no place to recharge, that means you’re pretty much running on gas engine. Then why not just get a gas car?

          Now Volt is the best PH there is (for now), so my gripe is less. But Sonata with 28 miles AER is just pathetic. Might as well just get a gas car and save the money.

      2. Angel says:

        I own a 2016 Chevy Volt. No anxiety range at all, thank goodness. But I also never use the ICE, with exception to driving the car home from the lot (400 miles away) and two-weekend trips. I get 51 EV miles on average. I find it disturbing that folks are upset over the Volts. The majority of Volt drivers don’t use the ICE. it’s there only if you need it. And from now on, I won’t be getting out of your way in the HOV lane. Go around if you dislike my car so much. the nerve of some people…

  5. Ash09 says:

    LOL, I love the disclaimer near the end of the commercial:

    “We do not guarantee you will become a skilled chainsaw sculptor. Or lute player.”

    That said, this ad gets the message of the car across pretty well. They even steal Chevy’s “electric when I want it. Gas when I need it” line.

    1. ModernMarvelFan says:

      “They even steal Chevy’s “electric when I want it. Gas when I need it” line.”

      I guess they admit that Volt is at least a leader in the segment…

      You copy what the leader does.

  6. mustang_sallad says:

    Sure, it slogs BEVs, but it will get through to the 99% of buying public who aren’t yet convinced that a BEV will work for them. For once, an automaker puts out an ad that actually explains a PHEV well, I guess it just takes 1m30s to get that through. “Electric when you want it, gas when you need it” – is pretty good, although it needs to be combined with an explanation of why you should want electric.

    For the BEV purists – just think of PHEVs as a gateway drug.

  7. Jychevyvolt says:

    The ad is clearly targeted to gas drivers. Current EV drivers are waiting for model 3, nissan gen 2 or the bolt.

  8. Victor Lockwood says:

    I like the fact that they see the need, that Chevy Volt answered 5 years ago.

    1. vdiv says:

      Better late than never, though timing is everything. Was the Volt too early or will this be too late?

      1. Probably the Volt was right on time and this will be a bit late – but – it might actually have head room and people room for larger and taller people – with a real 5th seat space not dodging the Battery Tunnel!

        Now if the next Volt could build a Battery Pack that was Flat under Floor – AKA Tesla Like – (or Even – CODA Like) they could have a real 5th seat space, I guess! IF GM could find a Battery that could do the flat under floor thing, increase the range up to 65 miles AER, and add the drive train to their Mid-Sized Products, as well as the Volt, and get a Full 5 Seats with room for Tall People, but deliver 50 miles, and sell along side the Volt Compact Car, they would move up to a 1-2 Punch in the EREV Product Category they love! Maybe by Volt – Gen III we might see the right mix of design (car body) and drive train!

        As to this car – 27 miles in theory could make my slightly longer trips I make 3-4 times a month, if I took the streets for said trips, and do it all Electric, but if I took my usual route on the highway, I would have to charge on the trip or use gas to get home. And as to commute – that currently would not be an issue, unless I moved! It would definitely not cover in Electric my Summer Vacation Driving Trips, or my few trips a year that are 2-4 hours each way. Those would be Gas Car Trips! However – How does this cars ‘Hybrid Mode’ Post EV Mode compare to a 2004 Prius, for Fuel Economy? fueleconomy.gov says 41 Mpg Highway, versus 45 for the 2004 Prius like the one I had – but sold to a co-worker who now loves it!
        https://www.fueleconomy.gov/feg/noframes/36998.shtml
        https://www.fueleconomy.gov/feg/noframes/19813.shtml

        So – this car would loose about 4 Mpg Highway, and is rated 38 Mpg City vs. the Prius 48 Mpg City – so would loose 10 Mpg City – BUT – would drive almost Nothing city – as that would be those Electric Miles, and if more malls had even Level 2 Charging – the number of Electric City Miles could be extended!

        Driving .ca says “Nonetheless, their claimed highway fuel economy — 5.5 L/100 km for the base Hybrid, 5.7 for the plug-in version — are roughly the same.” and – “At $43,999, it’s tough to justify its parsimony on fuel savings alone” – http://driving.ca/hyundai/sonata-hybrid/reviews/road-test/car-review-2016-hyundai-sonata-plug-in-hybrid-electric-vehicle

        When considering I got between 5.5 L/100 Km and often hit a lower 5.2 L/100 Km in my Prius, with a best low of just 4.5 L/100 Km returning from Wisconsin once by myself, this car might make a great deal as a used car (Like my Prius was when I bought it in 2012) about 8 years from now!

  9. Aaron says:

    I have this car and the gas engine does not run 100% of the time when I’m in the carpool lane! It’s very comfortable and roomy, and it fits my commuting needs. I live 15 miles each way from work, I can only charge at home though. I can’t take the freeway after work, traffic is too bad, so I run all electric on the way home on thr streets. The gas engine kicks on 3 times in 5 miles on the way to work while in the carpool lane. I’m about to fill up tonight for the second time (purchases on Dec 15th 2015). 1430 miles on one tank of gas!! Gas engine is getting 56 mpg by itself…my display always shows 99.9 mpge since I use mostly electric for my commute. Don’t knock it till you try it, it’s a wonderful machine!

  10. ModernMarvelFan says:

    “The gas engine kicks on 3 times in 5 miles on the way to work while in the carpool lane. ”

    That is the problem…

    1. Well MMF – per ““The gas engine kicks on 3 times in 5 miles on the way to work while in the carpool lane. ”

      That is the problem…” – the Reality is that for millions of Daily Drivers on the Freeway, currently and for the next few decades, running the gas engine for a few moments only due to hills, etc., won’t be a problem – because THEIR GAS ENGINES are running ALL THE TIME!

      Maybe we could start to think of this as a ‘Smoking Cessation Program’ – Where we once used to ‘Smoke’ (From our Exhausts) ALL THE TIME, now (When driving this car) We Only Smoke 3-4 times a Day, and just for a few minutes at a time! Both My Parents Smoked Cigarettes, and as a kid I experimented, but found no joy, in the habit, so never took it up, but unfortunately – I can’t say the same about driving an ICE Vehicle!

      As to the kids that are today just 4-8 years old, by the time when they hit 16-18 years of age and start getting drivers licences – they will have a Choice to ‘Smoke’ (Drive an ICE, or even a Plain Hybrid), or Not (By Driving an EV, or a well Endowed PHEV/EREV)!

      As people have habitual inertia, and may want to make changes in their life, many still have a fear of the unknown (Where do I charge, How long will it take, will I have to wait for a spot to be available if I am not first at a Charger, etc.) and so, until the answer to these things are more commonly understood – this ‘Gateway Drug’, may suit some more than the Prius PHV, which has far fewer miles AER, which sold in pretty good numbers, and have more room than the Volt, and so should appeal to families with taller people, and bigger kids! I don’t see it as the right car for myself, particularly, but many a co-worker would find it a good fit! And when Workplace charging becomes more prevalent – this car will then get about the same EV Range (by charging at home, and again at work) as the Volt Currently has, and yet be a bigger, Mid-Sized Car instead of a Compact, so it is not all bad! Think of it this way – not everyone can fit in the little Compact Chevy Volt, and GM has not put the Full Drive train Option in any other car, even the Malibu only gets part of it – now if they made a EREV Malibu with even 45-50 miles EV range – this Sonata would have some stiff competition! However – such a car is not in GM’s Announcements as of yet!

      1. ModernMarvelFan says:

        Yes, the Sonata PHEV is better than a Pure ICE.

        The problem is that typical PEV buyers aren’t those people who are choosing either ICE or PEV. If that is the case, the market sales would have been much better.

        The usual case is someone who already decided to go PEV but end up buying a “weak PEV” for lack of better choice. So, if they had bought a Volt or even a LEAF like BEV, they would have saved more gas…

        I used think every PEV purchase is a good purchase. Then the crop of so called “weak PHEVs” are flooding the market and those strong PHEV and BEV sales are basically tanking and flat, so the overall gas saving only increased minimally. That is the problem.

        It is better than nothing, but we aren’t bringing more convert faster…

  11. JimGord says:

    Somebody should be fired for this one.
    They are making the case for not buying their battery electric Ioniq when it comes out.
    Gas car companies just do not get it and have no clue about how to promote PEVs

  12. Mark Renburke says:

    Ok, normally I HATE that term and refuse to use it, only discuss “range confidence” and the different levels and how to get them…but this ad is just plain funny and informative, using the term in a humorous and self-depricating way. So others may disagree but I’m ok with this ad, particularly because it helps break in PEVs to the mainstrean, non-enthusiast consumer who sooner or later will realize that it’s not just a Hyundai that has these benefits, rather any brand of P(H)EV.

  13. This Driving.ca Article has some good points in it –

    “For one thing, fully charged, its minimum electric range is at least 40 kilometres. Hyundai officially says the maximum range is 43 km, but more than a few times I managed to squeeze out 45 km of fossil-free motoring. More impressive, in every case that I measured the Sonata Plug-in always exceeded its predicted electric range. A claimed 41 km, for instance, actually turned out to be about 43. And that includes cold-weather driving, which usually drains an EV’s range.

    Even more impressively, the Plug-in drives like an EV. Virtually all my time spent in urban commute was performed electrically. Booting off the line, keeping up with — and passing — traffic and even sailing along the fast lane at 130 km/h were all accomplished gasoline-free. Unlike previous plug-in hybrids — the last Prius version I drove comes to mind — absolutely no pussy-footing was required, the Sonata’s 151 lb.-ft. of electrical torque more than able to keep up with the BMWs, and its 9.8 kW/h able to sustain the charge.”
    http://driving.ca/hyundai/sonata-hybrid/reviews/road-test/car-review-2016-hyundai-sonata-plug-in-hybrid-electric-vehicle

    1. ModernMarvelFan says:

      No way a 50kW motor will keep up with a BMW unless it is bumper to bumper traffic…

  14. Alex says:

    Fu**** Hyundai/Kia, they are anti EV.