Do not go gentle into that good night, old age should burn and rave at close of day; Rage, rage against the dying of the light, though wise men at their end know dark is right, because their words had forked no lightning they, do not go gentle into that good night.
Hyundai Motor targets compact SUV market with value-focused 2027 Kona
The 2027 Hyundai Kona subcompact SUV featuring Black Exterior trim / Courtesy of Hyundai Motor
By Jhoo Dong-chan
In an era where automotive prices seem to move in only one direction, Hyundai Motor is attempting a rare maneuver: cutting costs without sacrificing the tech-heavy identity of its flagship compact SUV. The automaker launched the 2027 Kona on Tuesday, a refreshed offering designed to lure both budget-conscious commuters and tech-savvy families.
The strategy behind the 2027 model is one of surgical precision. By streamlining features on its entry-level Modern trim — moving non-essential luxuries like synthetic leather interiors into optional packages — Hyundai slashed the starting price by 490,000 won ($360). The hybrid variant saw an even steeper reduction of 590,000 won, a move aimed at lowering the barrier to entry for eco-friendly mobility.
“The 2027 Kona has been refined to satisfy a broad spectrum of drivers, from those prioritizing economy to those seeking a premium feel,” a Hyundai official said.
While the base model leans into austerity, the new H-Pick trim doubles down on the "premium small car" promise. It bundles high-demand features, such as dual full-auto air conditioning, a 12.3-inch navigation system and 18-inch alloy wheels, as standard equipment. For those seeking aesthetic flair, a new Black Exterior trim introduces dedicated black wheels, leaning into the aggressive, urban styling that has defined the Kona since its inception.
Perhaps most emblematic of Hyundai Motor’s push into the software-defined vehicle era is the introduction of Features on Demand, or FoD. Owners can subscribe to digital infotainment themes featuring global characters like Pikachu and Pororo, blurring the line between hardware and a connected lifestyle.
To mark the launch, Hyundai will showcase the vehicle at the “Pokémon Run 2026” on May 5 at Ttukseom Hangang Park in Seoul, underscoring its bid to appeal to a younger, tech-savvy audience.
This article was published with the assistance of generative AI and edited by The Korea Times.