Michael Cole, the first non-Korean top boss at Hyundai Europe, wants to boost the automaker's market share in 2021, while simultaneously avoiding production disruptions because of the chip shortage and lingering effects on dealers of the pandemic. To achieve his goal, Cole is counting on strong demand for Hyundai fast-expanding lineup of electrified models, which includes the Ioniq 5 from the automaker’s new full-electric subbrand of the same name. Cole outlined Hyundai Europe's plans in an interview with Automotive News Europe Associate Publisher & Editor Luca Ciferri and Correspondent Andrea Malan.
How is the semiconductor shortage affecting Hyundai in Europe and how long do you expect this to be an issue?
It hasn't had the same impact on us that I have read about at other automakers. There has been some loss of capacity, but we are confident we can maintain our volumes. We benefit from very good relationships with all our suppliers, therefore we have been less effected.