Amerigon Incorporated announced today that its proprietary heated and ventilated seat system will be offered as an option on the front seats of the upcoming 2011 Hyundai Veracruz.
"We are pleased that Hyundai has selected our new heated and ventilated seat system for a second vehicle in its product line," said Amerigon President and Chief Executive Officer Daniel R. Coker. "We believe this new comfort feature will be well received, and we are working closely with Hyundai to increase the number of future vehicle lines that will offer our seat systems."
In addition to the 2011 Hyundai Veracruz, the 2011 Hyundai Tucson will also offer Amerigon's heated and ventilated seat system. Hyundai vehicles featuring Amerigon's proprietary Climate Control Seat® (CCS®) system, which delivers active, individually controlled heated or cooled air to seat occupants, include the Hyundai Equus and Hyundai Genesis.
[Source: Hyundai]
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Hyundai Moves Up,Pressure Builds
Hyundai's announcement to begin incorporating heated and cooled seats and very soon, back-up sensors on their fleet of cars is a key strategy aimed at submarining Nissan, Honda and Toyota's premium brands.
With market share growing along with renewed self assured confidence, the Hyundai brand is successfully transforming itself at each and every vehicle launch, whether redesigned or an all new model.
Japan's Automakers Brands Dither
And while Hyundai has been busy growing market share by building desirable, dependable, quality cars, especially here in the U.S., their Japanese counterparts have inexplicably decided to sit out the competitive onslaught of the Hyundai offensive without even attempting the appearance of a competitive response to defend their turf.
Perhaps they have been stunned into submission by the colossal speed, ferociousness, cunning, unbridled audacity of the South Korean automaker who has dared to consider themselves as formidable of an opponent. To watch this unfolding evolution of a brand that almost wasn't and shouldn't have been a factor is mind bending, yet exhilarating. If the big three Japanese brand thought Hyundai wasn't for real, that thought may have occurred a long time ago. because they know they are.
Too Late To Ignore, Too Late to respond
So where does that leave the top three brand from Japan? Look at Nissan's Infiniti - they have several models and only a couple have done well inspite of all the millions in marketing poured into the brand. How about Honda's Acura? Same story here. For all of Honda's know on engine and drivetrain technology where is Acura today? and why do their designs continue to plunge further into a morass of depravity and utter numbness?
And finally we come to Lexus. Oh Lexus. Over priced and over hyped for too long and now, now the sheen is finally off. After seeming to shrug ff its parent's mountains of recalls we finally learned recently about all those faulty engines that were built (or is it baked?)into their cars. Truth be told, not all their models have been doing well. With the exception of the ES350 and LS460, Lexus is no longer looking like as invincible as it once did.
Stung by the latest recalls to hit Lexus, There goes their so-called bullet proof reputation along with their coveted resale.
All these brands have one thing in common, they have spent hundreds and hundreds of millions of dollars to build premium brands only to see it cannibalize needed monies for continued research and development of their first tier brands. Which is why neither Nissan, Toyota or Honda will have answers or will be able to respond to the Hyundai Juggernaut.
Hyundai is making all the smart moves. The right moves by investing their money in the right place, where it belongs. Simply. Their Cars!