English translation of the original Korean report. Images and source documents may contain Korean text.

Minimum Purchase Price Rises by 3.36 Million Won, Instrument Cluster is an Additional 350,000 Won… Offered as a Free Option During Promotions

Hyundai Motor’s new Avante received demands for improvement after exhibiting a phenomenon where it rolled backward and stalled during an incline test by a test drive media outlet. Amid criticism over the higher minimum purchase price compared to the previous generation and the paid optional instrument cluster, consumer complaints have also been raised regarding year-end promotional benefits combining car price discounts and additional services.

Comparing the ‘2027 Hyundai Avante Review’ video released on YouTube by an automotive specialized media outlet on the 31st with Hyundai Motor’s official price list and K-Sale Festa guide, the test drive vehicle is the 8th generation Avante CN8 Gasoline 2.0 Modern trim. This corresponds to the new gasoline model for which Hyundai Motor is offering basic discounts and free option benefits in this promotion.

The ‘2027’ in the video title indicates the model year. The media outlet explained in the video that it compared the previous generation CN7 with the new CN8, and that the test vehicle was equipped with a 2.0-liter gasoline engine and IVT (Intelligent Variable Transmission) instead of the existing 1.6-liter engine. This is not a video testing an older Avante model or the high-performance Avante N, which are different from the discount target.

The incline test was a process to check how much the car rolled backward when the foot was removed from the brake. When the test driver took their foot off the pedal and counted, the car moved backward. However, it didn’t just roll back; the engine also stalled. The test driver explained that while the steering system and other components were working, the engine had stalled, then put the transmission in neutral and restarted the engine.

Even after restarting, when the accelerator pedal was pressed and then slightly released, the car, which seemed to hold for a moment, rolled back again. The evaluator pointed out the stalling behavior again and demanded improvement. The issue was not merely a slight rollback on a hill, but the situation where the car continued to roll after the engine had stopped.

The evaluator stated that they had conducted the same test with other cars and said, “I was actually very surprised.” This reaction came from a situation where the car had to be restarted during the test.

The media outlet also stated that this test was not conducted under typical driving conditions. Therefore, this result cannot confirm a defect in the entire new model. However, the evaluator suggested that the car should be controlled in a way that allows the driver to respond safely even in unexpected situations, proposing alternatives such as activating the braking system when rollback is detected.

The same video also criticized the price and instrument cluster configuration. The Modern trim tested is configured to check speed and other information on the central screen without a separate display in front of the driver, and adding a 9.9-inch slim display costs 350,000 won. The media outlet gave a negative assessment of the policy of selling the driver’s instrument cluster as a separate option. A criticism stating “It’s absolutely violent to not have an instrument cluster from the start” was also posted in the video comments.

■ Complaints Poured Out Over ‘2.8 Million Won Discount’… Instead of Lowering Car Price, a Bundle of Options and Coupons

On this day, a post introducing the new Avante with a ‘2.8 million won discount’ appeared on an online community. Following reactions that only buyers who took delivery before the promotion would incur losses, criticism arose regarding the method of bundling various benefits in a complex way instead of directly lowering the car price.

Comments also asked what benefits applied to hybrids and what features were offered for free installation. Other users countered that the conditions were listed on the official website and that it should be viewed as a sale event. Consumers are interpreting ‘car price discount’ and ‘additional benefits’ differently despite the same announcement.

Breaking down the official announcement, out of ‘approximately 2.8 million won,’ the gasoline car price discount is 1 million won. The remainder consists of 1 million won worth of free options, 200,000 won worth of body care or warranty extension, and 600,000 won worth of car care. Hybrids are excluded from the 1 million won gasoline-only car price discount.

The features Hyundai Motor is providing free of charge for the Modern gasoline model from November 1st to December 31st are the 350,000 won 9.9-inch slim display and the 650,000 won Convenience I package. In essence, the price attached to selling the instrument cluster as a separate option has been combined into a ‘1 million won worth of benefits’ for the promotion.

Customers who wanted these features can save on option costs. However, it is not a method of returning the same amount in cash or deducting it additionally from the car price for customers who intended to purchase the basic configuration as is.

The 600,000 won worth of car care is also not a cash payment. It includes discount coupons for car wash, coating, tires, parking, and free car wash vouchers. If discount coupons that can only be used by purchasing paid services are considered equivalent to actual car price discounts, the savings effect can be overestimated. Receiving coupons also comes with conditions such as agreeing to receive text messages and consent to the use of sales and advertising information.

The price burden is evident in the minimum purchase price. The new Gasoline 2.0 Modern starts from 23.98 million won, which is 3.36 million won higher than the previous model’s Gasoline 1.6 Smart at 20.62 million won. Although the engine, basic trim, and installed features are different, so it’s not an increase for identical specifications, the amount required to purchase the cheapest Avante has increased by that much.

Hyundai Motor emphasized body expansion and enhanced safety and convenience features in its new model release materials. The media outlet also positively evaluated aspects such as low-speed ride comfort, vibration suppression, and increased space. Separate from that evaluation, the additional cost for the instrument cluster and the incline behavior were items for which improvement was demanded.

Even in this promotion, the new model’s basic selling price is maintained. If the 1 million won basic gasoline discount is applied to the starting price of 23.98 million won, a simple calculation yields 22.98 million won, which is 2.36 million won higher than the previous model’s lowest price. This comparison excludes additional optional features, acquisition tax, and other purchase conditions.

Buyers who wanted the free options can reduce their option costs, but the same effect does not apply to buyers who want to purchase the basic model more cheaply. If affiliated services such as car wash and tires are not used, it is difficult to fully enjoy the coupon benefits. This is why there is a difference between ‘maximum benefits’ and the actual vehicle price.

The demands from that community were also focused on lowering the vehicle price itself rather than increasing the types of benefits. Out of the 2.8 million won promoted by Hyundai Motor, 1.8 million won is the appraised value of options and services, leaving a gap with consumer demands to lower the increased threshold for new car purchases.