January 2016 39 www.bahrainthismonth.com Jin Kim Hyundai Motor Company launched the Creta — its new sub-compact SUV — in Africa and the Middle East. This addition to the Korean manufacturer’s line-up marks the brand’s debut in this fastgrowing segment, particularly in the Kingdom. Kim says that despite Bahrain being one of the company’s smaller Middle East markets in terms of population, it still plays an integral part in the regional sales for Hyundai. “This is thanks to the loyal customer base which we have in the Kingdom,” he says. “When it comes to the Creta, this will be relevant to Bahrain’s market due to its size, versatility and affordability.” Starting at USD13,500 (around BD5,000) — dependent on market and specification – the Creta combines a classy ‘modern premium’ interior and exterior with a robust body structure and impressive performance and handling. On the road this dynamic SUV makes a strong visual statement. “This is an SUV that has been designed for a STRIVING FOR PERFECTION new generation of customers who are looking for vehicles which demonstrate forward thinking design and world-class quality at an affordable price,” explains Kim. “The Creta is a true expression of the future of our brand and is perfectly equipped to perform strongly within the highly competitive sub-compact SUV segment. “It is a hi-tech SUV which comes equipped with an audio video navigation system, fiveinch touchscreen audio system, supervision cluster and smart key with push-button start (depending on specification). It also features class-leading safety features and structures, which are set to put it in pole position within the compact SUV segment. All features are subject to availability dependent on market.” When it comes to the rise in popularity of the SUV segment, Kim attributes the compact vehicle segment’s versatility. He says: “They are popular for a combination of reasons: some favour size from a safety point of view, some CHARLIE HOLDING Following the launch of the new Hyundai Creta, BTM caught up with Jin (James) Kim — the company’s vice-president and head of operations for Africa and the Middle East. have a preference towards versatile vehicles that can offer on- and off-road driving dynamics, while others like the excellent visibility offered due to the higher seating position in SUV vehicles.” Kim believes that Hyundai’s persistent goal to achieve the best results is what sets it apart from competitors. “For us is it less about the numbers and more about retaining customers, growing relationships and developing trust with them so that they keep investing in our products,” he explains. “Our goal is to continue to strengthen our future competitiveness by making bold investments to develop innovative technologies, strengthen our product development capacity, enhance the quality of our customer service and increase our brand value as a leader in the global automobile industry.”
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