Hyundai turns up heat on hatches

It is priced to undercut mainstream hatches such as the Ford Focus and Vauxhall Astra, which have risen alarmingly in cost. Like Nissan's Qashqai, which has plundered that comfy market with sports utility looks at a fair price, the ix35 offers two and four-wheel drive and a certain stylistic flair.

Most early sales will be for the front-wheel-drive model with a two-litre diesel engine, from 17,995. Only 10 per cent of buyers are expected to buy the 4x4, which costs an additional 1,000, though you'll think it is money well spent if winters continue the way of the 2009/10 onslaught. There is also a two-litre petrol model in front-drive only, opening the price list at 16,495. Smaller petrol and diesel engines follow later in the year.

The entry-level Style model has 17in alloy wheels, hill start assist, hill descent control, stability control, air conditioning, Bluetooth connection, heated front and rear seats, heated door mirrors with integrated LED-type side repeaters, a leather steering wheel and gear knob, reverse parking sensors and a trip computer. Err, wow?

The diesel-only Premium version has 18in alloys, a double-length panoramic glass sunroof with an opening front section, automatic headlights and wipers with heated blades, chrome door handles, rather glossy chrome interior trim, cruise control, dual zone climate control with a humidity sensor and ioniser, power folding door mirrors, keyless entry with an engine start/stop button, rear privacy glass, part-leather upholstery and roof rails, plus optional leather seats, touch-screen sat-nav and a reversing camera. It is an extra 1,700 over Style

All ix35s have five years' cover for roadside recovery, unlimited mileage warranty and a free "health check". Factor in Hyundai's trade-in deals and you can see why the company doubled its UK sales last year, at a record 57,000. It is a brand, like its South Korean sister company Kia (with a seven-year warranty) which appeals to private buyers looking for excellent value for money and minimal worries. Kia will launch its similar Sportage later this year.

The ix35 is made in Slovakia by Kia at the Sportage/Cee'd factory and moves away from 4x4 styling. It is a curvy hatchback, with a slightly higher driving position, plenty of luggage space, seats for five adults, a bit of additional ground clearance and, for those that need it, the 4x4 option.

It reminds me of Ford's Kuga and has a Ford-type face. There is certainly little in its looks to upset the sensibilities of someone who would blanch at the idea of driving a Hyundai. Britain, or sections of it, are a last bastion of badge snobbery. Trust me, I am one but I'd have an ix35.

The ix35 is well finished, with all the bits in the cabin necessary for everyday things, such as a locking gloves box, large door pockets and a spacious oddments bin under the central stack. It was designed in Russelsheim, Germany, by Hyundai's European R&D staff, and they have done an excellent job.

There are compromises. It whacks hard on road faults, can skitter when hitting bumps on a corner, has noise from the rear suspension and (in the 4x2 model) traces of torque steer. All of these are offset by the overall deal and will fade in importance for the owner/user. Its fuel economy rivals a typical hatchback too.

Tony Whitehorn, who runs Hyundai in Britain and has overseen its resurgence, will launch eight new models in the next 18 months. They will have "fluidic sculpture", introduced in ix35, aimed at "refinement, confidence and dynamic appeal, regardless of market sector". Another element is the hexagonal grille, coming to new Hyundais in Europe.

The launch diesel engine is a 134bhp two-litre version of the Santa Fe's 2.2. It performs well with 236lb ft of torque, and though loud when pulling hard the noise is not at all a harsh diesel clatter. The timing is by chain, for longevity. The 0-62mph time is 9.4 seconds for the 4x2. The heavier 4x4 (plus 69kg and with more drag on the transmission) is slower at 10.2 seconds.

In two-wheel drive, the diesel has a combined fuel economy figure of 42.8mpg in town, 57.6mpg extra urban, 51.4mpg overall, with CO2 emissions of 147g/km. The four-wheel-drive model is almost as frugal, returning a 49.6mpg average and CO2 of 149g/km.

The 161bhp petrol twin cam has an official average of 37.7mpg and 177g/km CO2. Though it is 118kg lighter than the diesel, its 0-62mph is quoted at 10.4 seconds, and with only 143lb ft torque it is not as flexible. Hyundai says this is why it is slower. I am not convinced. However, at a 1,500 saving over diesel, the petrol car should be considered by the motorist on a lower annual mileage. It will take many years to recoup the diesel price by lower fuel bills, though on resale it will get a higher price.

Note that at the moment petrol power is offered only in Style trim, at 16,495. Lower prices will come with the arrival of the direct injection 140bhp 1.6 petrol and 113bhp 1.7 diesel engines. The latter has stop-start ignition and CO2 of 139g/km.

On the road

It is: "Chocolate cake taste with salad calories", says Hyundai. A butch hatchback with off-road hints and the option of 4x4 transmission. It replaces the tougher Tucson, which was aimed at all-roading use.

Prices: In Style from 16,495 for the sole petrol model in front-wheel drive. Diesel offered with 4x2 from 17,995 and 4x4 from 18,995. The Premium pack is offered on all diesel models for 1,750.