Hyundai

You don’t call your new automobile the Kona if your intention is to build a serious, stately, and expensive grand touring model to rub shoulders with the finest European imports. You dust off such a Polynesian presentation because you want to attract the young, the carefree, and (therefore) the broke.

Kona (or Kailua-Kona, technically) is the tourism capital of the Big Island of Hawaii. It’s all about sunshine and seashells, shave ice and snorkeling. The place offers a playful escape from the rigors of serious everyday realities, and Hyundai looks to do the same with this brand-new compact crossover.