Analysis of Avante 'Best Pick' Configuration: Why You Must Move to Higher Trims to Include Essential Options

Although a new item called 'Best Pick' has been added to the price list of Hyundai Motor Company's new Avante, voices regarding the constraints of option selection are still emerging among consumers. According to a video from Kim Han-yong's MOCAR, this Best Pick configuration proposes specific options in bundles, but it is structured such that consumers must ultimately move to a higher trim to obtain the core specifications they desire.

Controversy over Slim Display and Instrument Cluster Options

The biggest point of contention is the 'Slim Display' configuration in front of the driver. The video reports that while the manufacturer attempts to avoid controversy by claiming that it is the 'Slim Display' that is the option rather than the 'instrument cluster,' the fact that the space where the driver checks driving information is an option is receiving criticism from both domestic and international media. The American outlet Motor1 described this as 'slightly absurd,' and German automotive media have also raised similar points.

Looking at the specific costs, adding the Slim Display to the lowest 'Modern' trim costs 350,000 won. However, the situation changes when moving up to the 'Premium' trim. In the Premium trim, the Slim Display cannot be added alone; the center display must also be upgraded together, resulting in a total cost of 830,000 won. This demonstrates an 'up-selling' structure where consumers wanting specific functions are forced to upgrade their trim.

The video points out that such a configuration can also affect the driver's eye movement and safety. Unlike Tesla, in vehicles that do not assume autonomous driving, the analysis suggests that having to turn one's gaze toward the center display to check driving information can cause discomfort to the driver. This stands in contrast to the method used by the Volvo EX30 or BMW, which concentrates information directly in front of the driver.

Differences between Best Pick Configuration and Tail Lamp Design

The newly introduced 'Best Pick' by Hyundai Motor Company was designed under the pretext of reducing cumbersome option selections. The Best Pick based on the Modern trim is priced at 25.59 million won, including connectivity and Smart Sense, while the Best Pick based on the Premium trim is priced at 29.87 million won, including Plus Connect Display, Slim Display, Smart Sense 2, and Platinum 1. Even when selecting the Best Pick, the configuration does not exceed 30 million won.

However, the video points out the 'Full LED Rear Combi Lamp (tail lamp)' option, which is most preferred by consumers. While LED stop/tail lamps are applied to the base model, to select the higher-spec tail lamp that enhances design completeness, one must eventually raise the trim or add a separate design package. Adding the exterior design package to the Premium trim incurs a cost of 1.4 million won, which acts as a significant burden for consumers who prioritize design.

Additionally, the video mentions the gear shifter configuration. Factors cited as hindering consumers from picking only the options they want include the fact that the 'column-type shifter' preferred by many consumers is applied starting from the Inspiration trim, and that one must move up to the Inspiration trim to use the Built-in Cam. Consequently, this option configuration is structured to naturally induce consumers to select higher trims.

Domestic Car Option Structure vs. Imported Cars

The way option configurations are handled in the domestic automobile market differs greatly from premium brands in Europe, such as Germany. In the case of BMW or Mercedes-Benz, they have systems where consumers can freely combine numerous options, such as wheel design, powertrain, and head-up display, through the 'Configuration' function on their home country websites. This means consumers can directly design tens of thousands of combinations according to their budget and taste.

On the other hand, the Korean automobile market is structured such that one must choose from a pre-determined list of options (packages) tailored to mass production systems. The video explains that the method of forcibly bundling necessary and unnecessary options limits consumer choice, and suggests that for higher models such as the TUCSON or Hyundai Santa Fe, a flexible configuration is needed where consumers can select core specifications (e.g., displays) as standalone options.

In conclusion, the Avante continues its record-breaking success, recording 11,094 contracts on its first day of release. The video concluded with advice that since the Avante is competitive in the mid-to-high 20 million won price range, it is important for consumers not to be misled by the complex configurations of the price list and to select only the essential options they truly need in a practical manner.