New Hyundai Kona arrives in Mideast, Africa

Hyundai’s premium subcompact SUV — the new Kona — has officially arrived in Middle East and Africa markets, with the brand targeting young, fashion-conscious drivers pursuing an active, fast-paced lifestyle.

The carmaker believes the model will have a particularly strong appeal to young women, holding the regional launch in Saudi Arabia to celebrate the fact that women in the Kingdom are now, for the first time, taking their place in the driver’s seat.

Kona is named after an iconic coastal area of Hawaii, famous among thrill-seeking travelers. “That energy is reflected in the innovative, passionate and dynamic image of the new Hyundai, strengthening the brand’s SUV heritage,” the company said.

“With Kona, we are reaching out to customers who place great importance on design and technology, and who want the newest and best — they want to stand out from the crowd,” said Mike Song, Hyundai’s head of operations for Africa and the Middle East. “Kona is a lifestyle statement, expanding our extremely successful SUV range in an exciting new direction, while also ensuring that we offer excellent value to our customers. It’s a unique proposition that will resonate strongly with younger drivers, and we believe the Kona will be a very strong seller among young female drivers.”

Recognizing the Kona’s strong appeal to style-conscious young women, Hyundai chose Jeddah in Saudi Arabia as the regional launch venue for the new model, and Saudi Arabia will also be the first market in the region to receive shipments of the Kona to showrooms. Hyundai will offer a special “Saudi ladies’ edition,” with options including an “abaya alert” function — warning if an abaya is likely to be trapped by a closing door — among other extra features.

The Kona’s front is expressive, characterized by the Cascading Grille, the company’s family identity. Optional 18-inch alloy wheels further contribute to the bold character of the car. The two-tone roof and the wide choice of exterior colors offer a high degree of personalization for buyers.

The interior design reflects the exterior theme. Customers can personalize the interior of the Kona with three colors: Orange, Lime and Red. The floating navigation touchscreen, in its ergonomic position, allows drivers to stay tuned to the traffic ahead at all times.

Hyundai’s new Kona features a head-up display which projects relevant driving information directly into the driver’s line of sight. The Display Audio allows passengers to mirror their smartphone’s content onto the system’s 7-inch display via Apple CarPlay and Android Auto, where available. An optional 8-inch infotainment system integrates navigation, media and connectivity features.