It’s war! Hyundai Tucson Hybrid attacks top-selling Toyota RAV4 with huge price cuts

October 10, 2024October 10, 2024 Bruce Newton 8403 Views hybrid, Hyundai, rav4, Toyota, tucson

Pricing of the selected Hyundai Tucson Hybrid models has been slashed as it takes the fight to the Toyota RAV4.

Since its mid-year launch the petrol-electric Hyundai medium SUV has made no dent in the Toyota’s sales dominance.

Hyundai’s been selling around 500 Tucson hybrids per month versus 5000 Toyota RAV4s. It wants to double that tally to 1000 per month.

The response has been a driveaway price campaign by Hyundai in October that knocks thousands off the price of the Tucson Hybrid.

Back when it launched even Hyundai Motor Company Australia COO John Kett was unsure whether Australian buyers would cop a more expensive Tucson, especially two models priced above the flagship RAV4 with on-road prices over $60,000.

“I think customers will tell us by not ordering that trim line [if it’s too expensive],” Kett said then.

Well, judging by the price cuts they’ve given him an answer.

And sales figures to the end of September back that up.

While it is still Hyundai’s top-selling model, Tucson is down 11 per cent year-on-year to 14,398 sales, flying in the face of predictions the hybrid would drive growth for the nameplate.

The RAV4, by contrast, has almost doubled its sales to 43,232 in 2024 and its second in the market overall, close behind the Ford Ranger ute.

Tucson Hybrid pricing old and new looks like this:

Tucson Hybrid FWD was $45,100 plus ORCs is now $46,990 d/a.

Tucson Hybrid Elite FWD was $50,100 plus ORCs is now $51,990 d/a.

Tucson Hybrid Elite AWD N-Line was $55,100 plus ORC is now $56,990 d/a.

Tucson Hybrid Premium AWD was $59,600 plus ORCs is now $61,490.

The RAV4 Hybrid range starts at $42,260 plus ORCs and tops out at $58,360 plus ORCs.

“Toyota is number one in Australia for Hybrid and we at Hyundai are proud to be number two in the market for Hybrid year to date in 2024,” Kett said, when explaining the October price changes.

“In the case of RAV4 Hybrid, yes, we are going after it proactively with Tucson Hybrid – and we are not afraid to shout about it.

“While the RAV4 Hybrid is market leader and undoubtedly a superb vehicle, we believe Tucson Hybrid is a better product by most objective measures, especially in its design, features and equipment.

“We welcome all mid-size SUV customers to consider Tucson Hybrid at the same time as our key rival. We have strong supply, short wait times and we are ready for all customer comparisons at all trim levels.”

The 2025 Tucson ditched its old 2.0-litre turbo-diesel to be replaced with the new 1.6-litre hybrid. It produces a punchy 172kW and 416Nm of torque – combining a 1.6-litre turbo petrol, six-speed auto, e-motor and small lithium-ion battery with a capacity around 1.49kWh.

At the pumps, the electrified Hyundai Tucson Hybrid has an official 5.3L/100km figure – a significant improvement on the 8.1L/100km the outgoing base 2.0-litre consumes, and the 6.7-7.3L/100km (depending on configuration) the 1.6T averages.

Those figures can’t match the RAV4 Hybrid’s superior 4.8L/100km, although the electrified Japanese rival can only muster 163kW – 9kW less than Tucson Hybrid.

While this Hyundai campaign expires October 31, no doubt there is more strategies in the pipeline to drive Tucson Hybrid sales.