SUV makers try to keep pace with changing tastes

Dubai: Car manufacturers are working hard to keep up with the ever changing tastes of SUV enthusiasts.

The Middle East International Motor Show at the Dubai International Convention and Exhibition Centre proved to be a successful platform for four-wheel drives. The event which concluded yesterday saw the launch of new designs, added features, faster engines and more attractive contours.

For Hyundai, its 4x4 is a hot selling vehicle, with the Tucson being the most popular in the UAE market.

Junaid Bukhari, assistant marketing manager for Hyundai, said customers in the UAE were now more interested in the compact SUV. Since 2004, sales have increased for the Tucson by 20 per cent. The next in demand is the Hyundai Santa Fe, followed by the Terracon.

The company as a whole experienced a 56 per cent increase in sales since the same period last year.

"We have restructured our designs, making the vehicles more attractive at an affordable price," said Bukhari.

Saudi Arabia is the biggest market in the Middle East and Africa region, followed very closely by South Africa. The UAE comes third.

Bukhari also said the company was investing a substantial amount in a marketing strategy in order to meet its 2010 target of being in the world's top five car manufacturers.

Going compact

Kia, another South Korean manufacturer, has seen a significant increase in the demand for its compact SUVs.

Its UAE market share is estimated at 7 per cent.

Its trendiest vehicle is the Kia Sportage which has seen a 160 per cent sales increase since January this year.

The Sportage costs between Dh45,000 and Dh75,000.

Amei Ramesh, product manager for Kia, said supply cannot meet the demand. "We only receive 40 per cent of our orders and that's not enough for this market. We have two shipments every month but we need at least three," said Ramesh.

Ramesh added compact SUVs were the latest trend in the UAE and customers looked at value for money, performance, features and striking body shape.

Another favourite model for Kia is the medium sized SUV, the Sorrento offering a 3.5 with increase of 186 per cent since 2004.

"Manufacturers worldwide are starting to introduce different designs to meet customer satisfaction," said Ramesh.