Hyundai unveiled a new concept vehicle, the Mistra, a mid-sized family sedan which will launch later this year exclusively in China (the car is also referred to as Mingtu or ?? in Chinese). Hyundai made the announcement at the Shanghai Auto Show, where the South Korean automaker introduced the Grand Santa Fe premium SUV to the Chinese market.
The Mistra is positioned between the Sonata and the Elantra and reflects the Chinese customers’ needs and preferences, which Hyundai, having entered the Chinese market in 2002, is very keen on catering to in the future. Hyundai’s presence in China is through the Beijing Hyundai Motor Co. (BHMC), a 50-50 joint venture between Hyundai Motor and Beijing Automotive Industry Holding Co.
“Hyundai has achieved remarkable growth in the past decade, in line with the Chinese auto market’s rapid growth,” said Sung Kee Choi, President of BHMC, during a speech. “The Mistra and Grand Santa Fe will lead us towards another successful era. We will prepare against fiercer competition in the Chinese market through our strategy of brand innovation based on quality.”
The Mistra concept, a joint project between Hyundai Motor Group’s R&D Center and the Beijing Hyundai Technical Centre, offers a glimpse into the styling of the production version that is scheduled to go on sale later this year. The mid-sized sedan concept has an overall length of 4,710 mm, overall width of 1,820 mm and overall height of 1,470 mm, as well as a 2,770 mm-long wheelbase.
The Mistra has 19-inch aluminum alloy wheels and an exterior design dubbed ‘Grand,’ to reflect three sub-concepts: Modern Simplicity, Understated Sportiness and Smart Luxury. The Mistra sports a jade green body color called ‘Frost Jade.’
The Mistra’s name is derived from a city in the Laconia region of southern Greece, where the ruins of the Byzantine Empire continue to signify beauty, nobility and mystery. The car’s Chinese name, Mingtu, signifies integrity and quality. The Mistra’s demographic are young parents in their 20s and 30s.
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