Hyundai's electrification push gains momentum

The reintroduction of the all-new Hyundai Kona Hybrid marks the return of a familiar nameplate, but it also signals a broader pivot for Hyundai Motor Philippines (HMPH) as it accelerates its transition toward electrification.

- By JACOB OLIVA

The reintroduction of the all-new Hyundai Kona Hybrid marks the return of a familiar nameplate, but it also signals a broader pivot for Hyundai Motor Philippines (HMPH) as it accelerates its transition toward electrification. With hybrids and EVs becoming an increasingly vital part of the brand's identity — and with the rise of popularity of electrified vehicles locally — the Kona's comeback serves as a tangible reminder that Hyundai is fully leaning into the electrified revolution.

So, what pushed Hyundai to bring the Kona back now? And how does it fit into the company's bigger plans? If you ask Hyundai, the timing couldn't be better.

The Kona was once a key volume driver for Hyundai in the Philippines, and its sudden disappearance from showrooms left a noticeable gap in the brand's crossover lineup, particularly between the Creta and the Tucson. But its return in hybrid form is no coincidence. With fuel prices still volatile and more consumers becoming aware of their carbon footprint, the market has grown more receptive to alternatives that don't rely solely on gasoline.

"The return of the all-new Kona Hybrid is about giving Filipinos more choices," said Mark Parulan, HMPH general manager for marketing and product planning. "Sustainability remains a priority as Hyundai moves forward, and locally, we translate this through our various EV and HEV offerings. We hope to continue fortifying the Hyundai brand through the Kona Hybrid and further solidify our presence in the country in the years to come."