'We aim to be one of the most well-loved EV brands in Singapore': Interview with Andy Kang, VP of Sales and Innovation at the Hyundai Motor Group Innovation Centre Singapore

The last time we’ve seen a made-in-Singapore car is, well, never. Not at least in my lifetime. In the post-war years, we’ve had a Ford factory and a Mercedes assembly plant in Singapore churning out W123s and the like. But those are at least some decades ago.

But in 2023, Hyundai will very soon start assembling the all-electric Ioniq 5 in Singapore. They are also producing a special 2WD Standard Range ‘Exclusive Trim Model’ version of the Ioniq 5 - not sold anywhere else in the world in this configuration - to meet Singapore’s Category A COE requirements. This could potentially make the Ioniq 5 a viable option for a larger pool of buyers at an estimated price of $189,800 with COE.

We speak with Hyundai to find out more, including their plans for Singapore and the region in the coming years.

Why was Singapore chosen as the choice location for HMGICS?
We selected Singapore as our first-of-its-kind innovation facility for mobility research and development as Singapore’s smart mobility ambitions align with our own mission to lead and support future mobility solutions and experiences here. We hope to continue to support the local EV driver community, and work with our local partners to tailor innovations and technologies according to the Singapore driver’s needs. Together with our long-standing partner, Komoco Motors, we want to provide better future mobility experiences for Singapore customers, while also contributing to sustainable electric lifestyles here in Singapore.

Aside from the First 100 and Cat A variant, what other localisation has been done to the Ioniq 5?
The IONIQ 5 here is built on the same platform as ones sold in other countries. For Singapore, what we are introducing is unique and holistic EV services to cultivate enhanced mobility lifestyles for customers here by providing seamless and unique customer journey and experiences.

As part of these efforts, Hyundai will introduce an industry-first initiative called EV Care Services (ECS). By analysing the patterns of the user’s EV usage and based on the data from Hyundai Motor Group’s global standardised Connected Car Services, the ECS will be able to offer a customised guide to improve EV battery quality and efficiency. This will also include a 10-year extended EV warranty, 10-year battery warranty and 10-year free service program. The ECS also helps customers make more informed decisions around car care, spanning charging patterns, battery maintenance and more.

In addition, a dedicated EV Service Center at Komoco, which is the world’s first Hyundai-branded facility of its kind, provides customised maintenance services to customers as part of this journey. The dedicated EV specialists, advanced EV diagnostic equipment, and tools with first-of-its-kind self-help services, will be available to Hyundai EV owners at the Komoco Service Centre.

Any mechanical changes unique to the Singapore-made Ioniq 5?
The car boasts industry-standard performance and an array of smart tech. Some of the differences to the made-in-Singapore EV include an augmented reality head-up display (AR HUD), which will use AR to overlay turn-by-turn navigation arrows onto the view of the road ahead, as well as projecting key safety/status information in the driver’s line of sight, so they can process information quickly while keeping their attention on the road.

Will the Ioniq 5 be sold as a fleet to corporate customers?
We are continuously reviewing any potential opportunities for our customers in Singapore.

Will the Ioniq 5 produced here be sold to other markets? Specifically which?
We will be focused on the Singapore market first. We are continuously reviewing any potential opportunities to expand and provide more for our customers in Singapore, and beyond.

What will be the sales model going forward? For example, many brands are now retailing directly to consumer. Will Komoco still sell the car?
Hyundai aims to introduce unique and holistic EV customer values to cultivate enhanced mobility lifestyles for customers in Singapore by providing seamless and unique customer journeys and experiences, together with our long-term partner Komoco Motors. Hyundai and Komoco will continue to work together to build up the EV ecosystem in Singapore through providing more curated services that will enhance mobility lifestyles here.

To give an idea of how this partnership will work: Customers can purchase and experience the IONIQ 5 at the Komoco showroom, while customers will be able to purchase the car at the HMGICS showroom once it opens.

Encouragingly, a dedicated EV Service Center at Komoco, which is the world’s first Hyundai-branded facility of its kind, provides customised maintenance services to customers as part of this ecosystem. The dedicated EV specialists, advanced EV diagnostic equipment, and tools with first-of-its-kind self-help services, will be available to Hyundai EV owners at the Komoco Service Centre.

Is the majority of the supply chain of the Ioniq 5 also from Singapore? If so, are parts imported and then merely assembled for SG? Sales targets?
Firstly, the parts are produced overseas. Hyundai is continuously working towards more innovative ways to produce locally to further develop sustainable products.

In terms of the sales target, we at Hyundai aim to be one of the most loved EV brands in Singapore. To this end, we are focused on contributing to building up the EV ecosystem here, which includes exploring ways to better cater to customers through our unique EV Care Services.

How did you negotiate for the customised plates with the authorities? Whose idea was it and how did it come about?
We wanted to commemorate the first EV made in Singapore and mark this special and remarkable occasion with our Singapore customers, which was how the special car number plates (EVS – Electric Vehicle made in Singapore) were conceptualised.

Did you face any obstacles with the authorities on the customised plates?
We worked closely with government/government-affiliated bodies to conceptualise and develop the commemorative EVS number plates. As it was an important part of our made-in-Singapore IONIQ 5 launch, the process required us to have multiple conversations and rounds of feedback with our respective stakeholders. Overall, we were fortunate to have their support and look forward to deepening our partnerships and relationships with these stakeholders and with the local driver community even further now that the locally made EVs will be rolled out to customers soon.

How many people do you expect to employ at the Singapore factory? What is the proportion of locals?
We are continuously working on how to better serve mobility innovations and values to our customers in Singapore, cementing our intention to build up our team, which does include hiring a pool of local talents. We are keen to exchange ideas and learn from local peers, and work together to provide better future mobility experiences for Singapore customers, while also contributing to sustainable electric lifestyles here in Singapore.

Will other factories be planned in the Southeast Asian region?
Our work in Singapore has really only just begun, and all our focus is currently on the made-in-Singapore EVs and opening the smart factory later this year. We are always excited to see where and how we can build up EV landscapes here and beyond.

Any plans for other Hyundai models to be produced in SG in the coming years?
We are continuously exploring and reviewing opportunities. We will be able to share more details in the future. We at Hyundai aim to be one of the most loved EV brands in Singapore. To this end, we are focused on contributing to building up the EV ecosystem here, which includes exploring ways to better cater to customers through our unique EV Care Services.

Photos by Hyundai and Komoco Motors

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