Driving the 2012 Hyundai Veloster – a Marketing Twist Aimed at Geeks over What’s a High Mileage, High Style Econobox

I wouldn’t bet against Veloster’s success. I also wouldn’t bet against a turbocharged version appearing for drivers instead of Bluetooth fans.

What appears to have started inside Hyundai Motor America as a performance sport coupe has evolved into Veloster, an attempt to attract the connected generation – who care not about traditional automotive performance measures – but are instead infatuated with computer apps and a connected, gaming lifestyle.

So no surprise that this oddly shaped car – one driver’s door, plus two passenger-side doors and a rear hatchback, has the by now familiar navigation touch screen in the center of the instrument panel along with the latest connectivity features.

For the money Hyundai is selling what it dubs a “reverse halo” vehicle, but marketing babble aside, it’s really just a twist on the perennial attempts by salespeople to avoid the feared “econobox” label. The purported Velostar selling points therefore involve high performance electrons in the guise of Hyundai’s Blue Link telematics system with a hands-free phone system with voice recognition, Pandora personalized internet radio, with seven-inch touch-screen display, and video game console connectivity with a 115-volt power outlet.

Veloster's aggressive styling "attitude" is not matched by powertrain performance.

If these are “must haves” in your next transportation app of the road ready sort, then Veloster is worth considering.

Veloster also follows the conventional Hyundai philosophy by being priced to start at $18,060, roughly $1,200 below the Scion TC, and $2,000 less than the Honda CR-Z, but this is still a premium when compared to its own1.8-liter four-door Elantra compact (~$16,000 and up above $21,000).

As to traditional automotive “turn ons” and turn ins, Veloster has the usual McPherson strut front suspension, coil springs, gas charged dampers, and a 24 mm diameter front stabilizer. The rear suspension is a V-torsion beam, with what Hyundai claims is a first – an integrated 23 mm stabilizer bar to allow more effective control of body roll. The rear suspension also uses monotube dampers for ride comfort.

Sounds good on paper, and it works reasonably well over the road. Veloster is firm, but not harsh riding, with some road and tire noise- arguably Hyundai’s last product development weakness. Steering turn in is fast, and overall body control is excellent at movement rates well above the speed limit. Even the electric power steering works well with the standard 215/45HR17 tires on 17-inch alloy wheels. (There are two optional 18-inch alloy wheels with lower profile 215/40VR18 performance tires – but given the paucity of power, these are hardly needed – read on.).

Where the Veloster debate begins – and ends for driving as opposed to hands-free dialing enthusiasts – is the powertrain, which is small and deliberately biased to garner the eminently advertize-able – but not always drivable – 40 mpg EPA Highway rating. As a result Veloster is about as responsive as Republicans to the proposal that the wealthy pay taxes.

An all-new Gamma four-cylinder engine is the smallest Hyundai engine to use Gasoline Direct Injection (GDI) technology, which helps deliver highway fuel economy of 40 mpg (Elantra also at 40 mpg for all models) and lower emissions. The 1.6-liter engine offers a peak output of 138 horsepower at 6,300 rpm and maximum torque of 123 lb.-ft. at a relatively high 4,850 rpm. Hyundai claims a best-in-class specific output at 86.3 horsepower per liter. It’s a good job.

However, throttle response is leisurely, and when combined with the standard six-speed manual transmission, it makes for a lot of shifter rowing – up and down, down and up – in suburban traffic. There simply is not enough low-speed torque available to allow lingering in a gear. This engine is a classic spinner, and you will be busy working the gearbox keeping rpms above 3,000 to allow for acceleration and mid-range passing – too busy to safely use the touch screen.

A far better transaxle choice is the optional six-speed “EcoShift” dual-clutch transmission (DCT) developed by Hyundai (starting at $19,310). It’s quick and smooth and does all the shifter rowing automatically for you. In a design innovation long ago pioneered by European automakers this DCT is really two traditional manual transmissions, each with its own automatic clutch operating in parallel and alternating shifts.

One clutch activates gears one, three and five; the other is used for two, four, six and reverse. This shifting process results in smooth transitions with none of the efficiency loss normally associated with the missing torque convertor still used on older design automatic transmissions. The clutch actuator assembly features electric motors for actuation, and an external damper improves NVH.

Hyundai claims this powertrain also has an Active ECO mode which modifies engine and transmission control for improved fuel economy that translates into more than a 7% improvement in real-world fuel economy.

My real word fuel economy in mixed urban, suburban and interstate driving showed trip computer listed economies in the 34-37 mpg range, a more than credible showing for a four-passenger vehicle.

How the Korean-built Veloster does in the marketplace remains to be seen. In September it sold 834 units – but that was before production and dealer supplies reached working levels. Given the momentum that Hyundai has, I wouldn’t bet against Velostar’s success. I also wouldn’t bet against a turbocharged version eventually appearing to satisfy drivers instead of the Bluetooth fans. This is an easy addition…