[Edaily Reporter LEE BAE-WOON ] “Is this really the best option? Are you sure?” Why do automakers sometimes make choices that are hard to understand? Was there really a compelling reason for them to do so? We delve into the reasons behind the controversial aspects of these cars that leave us scratching our heads. <Editor’s Note>
It’s hard to find fault with the “All-New Avante” and “All-New Tucson” recently unveiled by Hyundai Motor Company. Their driving performance is solid, and they’re packed with convenience features. The high level of refinement and sleek design—so impressive it’s hard to believe these are mass-market models—have drawn widespread praise.
However, despite this high level of refinement, there is one aspect that’s simply hard to look at favorably: the pebble-shaped smart key. While the body has undergone a complete transformation, embracing a new design language and cutting-edge artificial intelligence, this clunky “pebble key” remains unchanged.
Even if there’s a part of a car you don’t particularly like, you can usually just turn a blind eye to it. But with this smart key, that’s hard to do. You have to hold it in your hand at least once every time you get in the car, and at home, it’s usually placed somewhere highly visible.
The pebble-shaped key, modeled after Hyundai’s “H” logo, was first introduced on the Ioniq 6 in 2022 and has since been adopted across a range of new models in various segments. The intention to incorporate brand identity into the smart key is, in itself, understandable.
However, complaints have poured in from drivers both in Korea and abroad that its light weight and the distinctive texture of plastic do not match the vehicle’s atmosphere, making it look like a cheap toy. While its round shape might seem cute at first glance, that cuteness doesn’t harmonize with my sturdy ride.
Moreover, it’s quite bulky to carry in a pocket, and the small buttons on the side are awkward to press. Despite its large size, it doesn’t even have a slot for a spare metal key. Many drivers try to make it look less unattractive by slipping it into leather or plastic cases, and there’s a wide variety of products designed specifically for this purpose.
Of course, it seems Hyundai wasn’t unaware of these reactions from drivers. A Hyundai official stated, “We went through a considerable period of gathering feedback and review when we changed to this design,” but added, “Nevertheless, it seems the market reaction wasn’t all that positive.”
That said, it wasn’t possible to overhaul the design immediately. According to industry sources, the smart key must be linked to the vehicle’s wireless communication module, and existing parts supply contracts are involved, making an immediate replacement impossible.
Fortunately, the day we say goodbye to the pebble-shaped key isn’t far off. The spokesperson explained, “Starting with models released after July of next year, a new smart key design will be implemented,” adding, “Compared to previous times when the smart key was changed, this update cycle is relatively quick.” In any case, this means the replacement timeline was moved up to reflect drivers’ feedback.
A car key is also a symbol that encapsulates a brand’s identity. When small moments of emotional satisfaction accumulate day by day, they inevitably lead to a deep attachment to the car and the brand. We look forward to the new smart key, set to be unveiled soon, living up to the standards of any global manufacturer and bringing a smile to drivers’ faces.
