Hyundai Reports Nearly 7,000 Kona Electric Orders In Norway

JUN 23 2018 BY DOMENICK YONEY 47

Over 13,000 reservation makers left pining

The Hyundai Kona Electric is an unqualified success in Norway. Sure, there have yet to be deliveries of the battery-powered crossover to the EV-thirsty nation — they should start July 1 — but reservations have been made: 20,000 of them before the list was closed. Now, we learn that 6,969 of these have been moved to firm orders and onto the configuration stage.

Those numbers were shared in an email to customers from Hyundai Norway (we have the Google translation to English of the document below). Though there’s no doubt company officials expected strong demand, it seems even they have been taken by pleasant surprise, and say that they are working to have the allocation of cars increased.

If you weren’t among the original 20,000, your opportunity to get in line starts July 2, though Hyundai hints that your car may not be available until sometime in mid-2020. This reveals a potential flaw in the Korean carmaker’s plan for electric vehicle domination. By not being able to scale supply quickly enough to fill demand, they are leaving the door open to companies with product in a similar price range — in Norway, the Kona Electric starts at 325,900 NOK ($39,813) for the large 64 kWh battery option, the only pack available in the Kingdom.

One area Hyundai has offered superior service is with communication with its customers. Besides this letter, the company has sent several others to customers, keeping them informed of things like the prices and process. Contrast that with the experience of at least one Norwegian Tesla Model 3 reservation holder who has received no word from the Silicon Valley outfit since sending a 10,000 NOK ($1,129.20 at today’s rates) more than two years ago.

Dear KONA electric customer,

We in Hyundai Motor Norway will first and foremost say thank you for your trust. We are very proud of the product we offer in KONA electric, and wish to congratulate you as a customer on choosing a new Hyundai electric car.

KONA Electric has already proven to be a huge success for us in Hyundai. 20,000 Norwegians reported their prior interest, and after two weeks of exclusive pre-emption rights, the fasith was 6969 orders.

This means that the interest in this model is greater than we expected to hope for. We understand that people are now excited about the delivery situation and we will continue to keep as open and good as possible on this. It is clear that the interest we are seeing now will show the delivery situation, especially for those with high queue numbers. We can already say that with 6 969 orders, we expect new customers coming from July 2 to invest in waiting times by mid 2020. In other words, customers with a high queue number have to wait for waiting time.

Hyundai Motor Norway will today (21.6.2018) send out complete lists with expected delivery time for all who have placed orders, to our dealers. All customers will then be contacted by their dealer in turn, and especially customers with high queue numbers are asking to be a little patient.

This means that as a customer you do not have to do anything before contacting your dealer for final contract signing. Then you will also be informed when you can expect to have your car delivered.

Hyundai Motor Norway will also emphasize that it is now working continuously to secure a higher number of deliveries to Norway.

There are many items that are included, but we can assure our customers that we work to ensure that as many cars as possible are available to Norway. The supply situation is characterized by higher demand internationally, but Norway is clearly a priority market for Hyundai.

With best regards

Hyundai Motor Norway

 

Source: Hyundai

H/T to Terawatt

Categories: Hyundai

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47 Comments on "Hyundai Reports Nearly 7,000 Kona Electric Orders In Norway"

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They can’t be serious. Two whole years waiting time after just 7,000 orders?

Terawatt
I’m speculating that they are being conservative. The rumor mill has said for a while they’re getting 2500 cars this year. If you assume they’ll get at least the same in the coming years, and 6700 have ordered so far, then the next to order (on July 2) is looking at mid-2020. There’s no way for me to know, but I’m guessing they know it’ll be 2500 this year but don’t yet know what it’ll be next year. Rather than create an expectation based on optimistic guesses (say, that they’ll get 10,000 next year, in which the next to order the car is looking at mid-2019) – like a certain EV company we know! – they say customers should expect a long wait and “may” not get the car before 2020. Again, I’m just speculating… But: if Tesla is finally ramping up, and it’s real, not some blip, then KONA will get strong competition from the base Model 3 in 2019, maybe even early in 2019. And if that happens, who knows to what extent KONA demand will be affected..? They are very different cars from very different brands, but because there are so few affordable long range options I… Read more »
MaartenV

Just like the Jaguar I-Pace, the VW-eGolf, the Hyundai Ioniq and a number of other BEV.
It is called production constrained.

Zachary Hafen

I mean… WHO KNEW that all these potential Tesla killers had to have batteries?!

Dimitrij

It would appear that Hyundai knew, because they somehow did end up putting a 64 kWh battery into the Kona.

Miggy

Add the GM Bolt to the list of production constrained EV’s.

David Green

Not sure if Bolt is production constrained, there are 3 of them at my local dealer right now, you can even get a discount…

tapecorder

Really? Where are they? And what is the discount? I may just be interested.

Sharpe

It is less waiting time than for Tesla.

John Doe

A real shame the carmakers cant deliver EVs. This delivery time is just as horrible as the Model 3.

Prad Bitt

Except that Tesla started from scratch and have 100 times less building facilities and finances than any Big car company.
For Hyundai, it’s 2 years too late. Ridiculous!
This is active anti selling

Terawatt

Hyundai started from scratch too. It’s 15 years since Tesla started. Isn’t it time they started saying things they believe themselves? They estimated I’d get my Model 3 in “late 2017” – without having asked what version I want. Hyundai has recorded I want the “dark knight” KONA with leather interior, and hasn’t provided an estimate yet; instead they’ve been open about the delivery situation and said 3600 have configured the car and they only get 2500 this year. While I wish Hyundai could deliver more cars faster (and Tesla too) it is much easier to accept that situation than the one with Tesla’s constant stream of empty promises.

LS

You can rationalize all you want about this, but the fact is while Hyundai is fretting that they might need 2 years to deliver 7000 Konas, Tesla will deliver three times that many model 3s this quarter. Also the chance of Kona outselling Model 3 once deliveries start in Norway is exactly zero.

Magnus H

You’re comparing Hyundai deliveries to Norway with world-wide production of Teslas?

Terawatt

Hyundai isn’t fretting about it though, as far as I know. Hyundai Norway, the company that owns the exclusive right to buy and import new cars from Hyundai the car maker, of course wishes they could get more cars for their customers. The car maker, as far as I can work out, simply doesn’t want to make more at this stage in the game.

I’m convinced the incumbent car makers will behave like this as long as the vast majority of their customers doubt even know EVs exist and EVs make up almost none of their total sales. You assume this is down to them being incapable of making more. It’s possible there’s a supply issue, for batteries perhaps, but I’ve seen zero substantive evidence for it.

Terawatt
I think it may prove better, this is Hyundai Norway (the Norwegian company that has the exclusive rights to import Hyundai cars to Norway) giving warning that new buyers MAY not get a car until mid-2020. It doesn’t follow Hyundai (the Korean company that makes the car) has stated what predicting numbers will be in 2019. Norway is getting 2500 cars in 2018. That’s not very much, but it’s only the second half of the year and the first six months of KONA production. Tesla didn’t manage to make 2500 Model 3 for the entire world in the first six months of production – H2 2017 – and to date has delivered zero Model 3s to Norway. And most important of all, Hyundai never created an impression I could get one way, way before I actually could. Tesla gave me an estimate of “late 2017” (although I had to log in and check myself, nobody reached out, even by automated email), then “early 2018”, then “late 2018”, and is currently “early 2019”. Hyundai said the first KONAs would be delivered in Norway in July 2018 and still says that; they haven’t provided an estimate yet for when I can have… Read more »
Nozuka

They are likely missing their window… many new EVs are announced for that time.

MaartenV

In what volume? The constrained is battery production volume.
Those others will have bigger problems than Hyundai/Kia.

Alex Clabburn

I don’t get why the article has a dig at tesla at the end. Seems unnecessary to me.

Troy

This is basically why I bought a 2018 Leaf last week for $3000 under invoice. I’d love to get a Kona or Niro instead, or even a similar 60kWh 2019 Leaf, but an extra 20kWh is not worth $10,000+ to me.

Dan F.

Which model did you buy? Was the discount from the dealer or in the form of a Nissan USA rebate? Just curious.

Troy

$3000 from NMAC and $1560 from the dealer for an S w/ charge package (so $2700 under invoice actually)

LS

The other reason is that the Leaf is much more practical in terms of luggage space. Kona is barely better than the Bolt in that respect. Styled like a CUV but not very big.

Terawatt
True. I inspected and test drove a petrol KONA before configuring mine (the electric one, that is) and the luggage capacity is unimpressive. Especially since volume in the vertical direction seldom is anywhere near as useable as a larger floor..! Another thing I didn’t like was the rather low arch of the roofline when entering and exiting the car. I’m 6’1 (I think! 186 cm in the civilized world), just slightly above average, and if I want to have the seat high (with good headroom, once I’m seated) I’ll be hitting my head a lot getting in and out! I still configured a car, so I’ll at least have the option to buy it. But I’m undecided. If I wasn’t fed up feeling constricted by the real world 60 miles or so range of my 2012 LEAF I’d just wait. If it was possible to find a used i3 (33 kWh) or e-Golf (36 kWh) or Ioniq (27 kWh, but goes as far as the i3 and e-Golf) for a reasonable price I would just get that now and see what comes to market… but since everything that’s not a LEAF is in short supply, second-hand prices are almost identical… Read more »
Terawatt
For me the extra kWh are worth little, because the smaller pack offers plenty more range than I need for everyday driving. On long trips, charging speed becomes more important, and efficiency (because it improves charging speed measure in range gained per unit time spent, which is what ultimately matters – NOT kW). The longer the trip, the less capacity matters, as long as you’ve got enough not to have to stop constantly. Tesla-Bjørn (Bjørn Nyland) arranged a race over 1100 km between a Chevy Bolt (>60 kWh) and a Hyundai Ioniq (27 kWh), and the Bolt naturally drove into the lead when the Ioniq had to make the first stop. As the race went on, the Ioniq caught up with and finally overtook the Bolt towards the end. (Plus the Bolt died suddenly when it had been saying it had some juice left, so it actually had been charged a bit too little, but the race was lost at that point regardless). Of course there are many trips too long for the Ioniq to complete without a recharge that the Bolt can do non-stop, or more relevant, round- trip without needing destination charging. In areas with spotty charging coverage… Read more »
menorman

So in summary, deliveries will be similar to the experience with the IONIQ Electric. Maybe they should just up the price and use the extra money to secure more batteries…

MaartenV

There are no extra batteries to be purchased.

Terawatt

You seem to have either some very inside knowledge or be the kind of dude who believes everything he reads in a blog, including the comments. Do you have a source for that?

I remember people saying Chevy couldn’t possibly beat Tesla to market with an affordable long range EV, because it wasn’t possible to get hold of batteries. Then Chevy just did it anyway. Perhaps it wasn’t true that it wasn’t possible to get batteries.

Benz

Hyundai will not deliver those 7,000 Hyundai Kona EV’s to customers in Norway in 2018.

That’s just terrible news.

xcat

Tesla is days away in rampning up to 700 model 3’s per day.

Dima

Tesla still hasn’t delivered a single 1 Model 3 to Norway yet.

David Green

I will believe that when I see it… I think Tesla is 3 months away from 5K per week “sustained rate” on Model 3…

Terawatt

The comparable number, I.e. the number they ship to Norway as opposed to the global production total, is 0.

MaartenV

All electric cars will be production constrained in the foreseeable future.
It is for car makers more profitable to sell to clients that ordered the cars in advance, like they do in Europe.
It is commercially stupid to put unsold cars on a dealer’s lot when you can deliver the car to someone who has ordered the car in advance.
Expect a small token number to go to California, the rest to Europe and domestic customers, and non to the other states of the USA.

Until the Chinese come with high-volume, low-cost models in 5-10 years, don’t expect many offerings from foreign carmakers.
Only the local produced cars like Tesla, GM-Bolt and Nissan Leaf will be for sale in anything that approaches decent numbers.
Don’t blame the carmakers, get rid of the dealer ‘produced to stock’ sales model. It is expensive and does not work in a production constrained world market.

John Doe

We’ll see soon enough, I just remember the Audi boss of Norway said the e-Tron would be able to meet all the damand of the car in Norway. Will be interesting to see if they assume demand will be high or low.
What kind of production volume they can handle and so on.

Daniel Fearns

They are crossing their diesel stained fingers and hoping demand is low.

Terawatt

It’ll be an extremely expensive car though, like a Model X. It can be high in the sales charts for a single month when a burst of deliveries take place and the initial queue of eager buyers still exists. But it won’t be a big seller on a yearly basis for year after year, even in Norway.

Terawatt

I agree with this. But I think production will continue to climb significantly in relative terms, as it has done for years, in global terms. Norway, so far along the EV adoption curve, may have difficulty getting enough cars, since other markets will take more and more and obviously are more important to manufacturers. On the other hand Norwegians have excellent purchasing power (as long as the NOK doesn’t crash!) and could perhaps pay a bit more to manufacturers and still sell every car before it’s even built.

Paul GOVAN

Of course there are even more would-be eSUV owners Europe-wide who’re waiting till the slightly larger Hyundai/Kia Niro actually finally goes on sale …and please Hyundai-Kia…Europe-wide: no more of this special prioritizing of non-EU Norway.
BMW, VW and Renault(Zoe) may appreciate Hyundai’s absurdly inadequate production volumes and ludicrously limited dead-slow roll-out strategy – consumers NOT SO MUCH !
Paul G

Daniel Fearns

Surprised by demand AGAIN!

Terawatt

Why do you think they were surprised? Even if they had assumed the same demand as for the Ioniq a couple of years ago, the 2,500 cars Norway gets in 2018 is nowhere near enough. This is planned and exactly how they want it!

s'too

So much for Hyundai’s executives saying the customers don’t REALLY want BEVs. What people REALLY want are FCEVs. When will they clue in?

Terawatt

Where did they say that?

Terawatt
> Over 13,000 reservation makers left pining You must have misunderstood something. These are the people who had made a free reservation but didn’t configure the car when invited to do so. Choosing not to proceed isn’t being left pining, or left at all. 🙂 I had about 5,500 ahead of me in the reservation queue of 20,000, which together with availability determines the order of deliveries. Hyundai Norway gets only 2,500 cars this year. Since nearly 6,700 reservation holders configured a car, most won’t get it this year. The question for me is how many of the 5,500 ahead of me in the queue chose the dark knight paint and leather interior but no sunroof, and view many of the 2,500 cars Norway gets this year match my configuration. When Hyundai knows when I can have my car the dealership will contact me, inform me about delivery date, and invite me to sign a purchase contract. Until said contract is signed neither I nor Hyundai Norway have any legal duties or rights – both the reservation and configuration are non-binding and merely signal both parties intent. Lastly, whether or not you were among the 20k who reserved is irrelevant… Read more »