THE launch of the Hyundai’s 2008 Veracruz 35 km outside of Riyadh began with a bang at a PR event in the desert.

It was a two-in-one event attended by a large number of Hyundai customers. Besides informally launching the vehicle in the Saudi market, there was also a drawing on the occasion for those patronizing the after-sale service at Hyundai’s showrooms. Prizes included electronics, free oil changes (five times), discounts on spare parts purchases and tires.

Saad Al-Wallan, chairman of the Al Wallan Group, Hyundai’s agent for the Kingdom’s central province, Mishary Al-Wallan, the company’s president, Sami Ahmed, a senior executive of the group and a large number of the company’s officials were present at the prize-giving ceremony.

The event kicked off with a team of Saudi journalists, including Arab News, who went on an adrenalin-packed test drive over sand dunes in a convoy of six Veracruz 4x4 vehicles. They drove at high speed over bushes, zigzagged across the dunes, and hurtled round and about the soft silvery sands of the desert demonstrating the 260 horsepower of the beast. The aluminum-built Lambada engine with its CVVT technology and 3.8-liter capacity delivered the thrust.

What makes Veracruz a truly forceful competitor in the four-wheel drive category is its H-Matic system, Shiftron and six-speed automatic transmission controlled by sensors that automatically drive the front or rear wheels as required. To this end, a multi-diaphragm system provides a prompt and accurate response to ensure smooth, comfortable driving.

Additional features to enhance driving pleasure include a GPS navigation system, front-and rear-controlled AC, cool box and a leading edge, state-of-the-art audio system. A sophisticated 10-position driver’s seat offers unparalleled driving comfort, while the long wheelbase lends the car an exclusive standing, creating a spacious interior capable of accommodating seven passengers with ease and comfort.

We all had to fasten our seat belts as the vehicles whipped up a cloud of dust during the hour-long trek as they drove past a motley herd of black and albino camels grazing in the desert. Some of those animals were even rolling in the soft sands.

The message of the desert trek was not lost on the riders. This power monster cruised across an inhospitable terrain with elegance as its passengers soaked up the undulating landscape bobbing up and down or pushed sideways by the galloping vehicle. The fact that it negotiated the dunes and sped over the bushes with grace and elegance provided an eloquent testimony to its electronic stability control. The other features worth mentioning about this desert dueler include 6-speed automatic transmission, ABS (anti-lock braking system), and six air bags for the safety of both the front and rear passengers.

The Veracruz comes equipped with MP3, bluetooth, CD and AM/FM/XM satellite radio for the entertainment of the passengers or to keep them posted with up-to-date local or international news. Another highlight of the vehicle is its tire-pressure monitoring system that automatically alerts the driver should the tire pressure fall. This is in addition to the digital compass that helps the driver get his bearings on uncharted territory. Also worth mentioning are the optional keyless entry facility, dual temperature control and a sleek upscale design.

Speaking after the prize-giving ceremony, Saad Al-Wallan said that the market for Hyundai cars, especially in the medium-car category, was on the upswing. Many Saudis and expatriates were patronizing the vehicles whose sales were also helped in part by banks pitching in with loan facilities. According to Al-Wallan, at least 30 percent of their sales are due to loan facilities extended by the banks, while installment companies also provide ancillary support.

Al-Wallan pointed out that Hyundai’s car market has been growing steadily over the years. Sales this year, for example, are expected to reach 50,000 units this year compared with 35,000 last year. The target for next year is 60,000 units, or 20 percent over the 2007 figure. This compares with an average growth rate of around ten percent for the automobile market as a whole.

Al-Wallan attributes the surge in sales to the engineering excellence of the vehicle, whose performance is as good as that of other more costly vehicles. The Veracruz retail price in the Kingdom is SR125,000.