Hyundai Still a Separate Luxury Brand

Korean carmakers have made impressive progress in the last decade. From below-par products that were chosen by people who wanted a new car and couldn’t afford anything pricier, Hyundai and Kia models quickly become competitive in most segments. And we're not the only ones who say this; even VW's boss is wondering why his company's products can't match Hyundai’s quality in certain areas.
No matter how good a car is, though, preconceptions die hard. For certain people, the badge on the hood says a lot about not only the car, but themselves as well; no quality survey, iPad manual, road-test review or 10-speed auto transmission is not going to change that in the foreseeable future
If you can’t change the people, you can surely change the badge, though. Toyota, Nissan and Honda have gone down that road by launching premium divisions like Lexus, Infiniti and Acura. This has worked more than well, at least in the U.S.
And this is the dilemma Hyundai is facing right now, according to a report from Autonews. If some buyers choose to ignore its upmarket offerings like the Genesis or the Equus because they sport a round “H” badge instead of an “L”, a three-pointed star or a white and blue roundel, why not launch a new brand?
Dave Zuchowski, executive vice president of sales for Hyundai Motor America, acknowledges the issue: “There’s a conversation going on within the company that says, ‘Does having the Hyundai badge on the premium vehicles sell more units, or does it restrict us from selling more?’.”
The question becomes difficult to answer because Hyundai sales are on the rise anyway: in the first year of production, Hyundai sold 3,193 units of its US$60,000 Equus sedan. That’s 893 more than the company expected.
On the other hand, Zuckowski admits that even though Genesis sedan and Coupe sales have increased by 13 percent in 2011, many buyers have chosen to replace the Hyundai logo with the optional Genesis winged badge.
If it gets the green light, the new division will include rear-wheel drive saloons and coupes and adopt the Genesis brand name and an alphanumeric naming system for its models.
Contrary to Lexus and Infiniti, there would be no different dealership network and the new sub-brand would be sold through Hyundai’s existing network.
While Zuchowski noted that the company hasn’t made a final decision yet, if it gets the go ahead, the launch could coincide with the new Genesis and Equus sedans, which are expected next year as 2014 models.
Mind you, creating a luxury sub-brand is not necessarily a recipe for success. In 1992, Mazda planned to launch the Amati luxury division in response to Acura, Lexus and Infiniti. The plan never took off, and the Xedos name that was applied to the European Mazda 6 in 1992 didn’t make any difference, so it was ditched five years later.
And, of course, we all know what happened, at a more upscale level, to a certain German premium manufacturer when it decided to challenge Bentley and Rolls-Royce…

Hyundai's 40mpg 2012 Sonata Hybrid Priced at $26,610*

Hyundai has released pricing information for its 2012 model year Sonata Hybrid sedan, which starts at $25,850, or $26,610 if you include a $760 delivery fee*. That's a $55 increase over the 2011 model. While there are no cosmetic or mechanical changes for the 2012MY, Hyundai has added its Blue Link telematics system the car's standard equipment.
In addition, there's a new optional Leather Package that offers leather seating surfaces, steering wheel and shift knob, plus heated front and rear seats, and auto-dimming rear-view mirror with HomeLink and compass. Hyundai says that these features were previously available only on the higher trim level of the Sonata Hybrid.
For the 2012MY, the most fuel efficient model of the Sonata series continues with a hybrid powertrain that combines a 169HP 2.4-liter Atkinson-cycle engine with a 6-speed automatic transmission, a 30kW electric motor and a lithium polymer battery.
The Sonata Hybrid delivers an EPA estimated 40mpg [5.9lt/100km] on the highway, 35mpg [6.7lt/100km] in the city and 37mpg [6.4lt/100km] combined.

Sonata Hybrid
· 2.4L Atkinson Cycle 4-cylinder hybrid engine
· Hybrid starter-generator (HSG)
· Permanent magnet high-power density motor
· 270V lithium polymer battery
· 6-speed automatic transmission w/ SHIFTRONIC
· Electronic stability control with traction control system
· ABS with electronic brake-force distribution and brake assist
· Front active head restraints
· Front and front seat side and curtain airbags
· 16-inch Eco-spoke alloy wheels
· Headlight LED accents
· LED taillights
· Front fog lights
· Side mirror-mounted turn signal indicators
· Unique, tinted chrome front grille
· Bodyside molding tinted chrome inserts
· Chrome exterior door handles
· Proximity entry with push-button start
· Remote keyless entry, alarm and immobilizer
· Electroluminescent instrument cluster (Supervision)
· 4.2-inch TFT multi-function trip computer with hybrid technology display
· Steering Wheel Mounted Cruise, Audio & Phone Controls
· Dual automatic temperature control
· Floor console mounted rear vents
· Power driver seat with lumbar support
· Chrome interior door handles
· Leatherette interior door panel inserts
· Tilt & telescopic steering wheel with cruise and audio controls
· Metalgrain interior accents
· AM/FM/SiriusXM/CD/MP3 with iPod/USB & Aux input jacks
· Power windows, locks, heated mirrors
· Integrated Bluetooth® with phonebook transfer
· Hyundai Blue Link Telematics system
· Automatic light control
· Virtual Engine Sound System (VESS)
· Solar control glass
Leather Package ($1,500 MSRP):
· Leather seating surfaces
· Heated front seats and rear seat bottom cushions
· Leather-wrapped steering wheel & shift knob
· Auto-dimming rearview mirror with HomeLink® and compass
Ultimate Package ($5,500 MSRP) - Includes Leather package contents plus the following:
· Panoramic sunroof with tilt & slide
· 17-inch Eco-spoke alloy wheels with unique finish
· Navigation system with high-resolution touch-screen display
· Rear backup camera
· Infinity premium speakers, subwoofer and external amplifier (400-watt)
· HD Radio Technology with multicasting
· SiriusXM, NavTraffic, NavWeather and Sports & Stocks w/ 90-Day Trial
· HVAC multi-mode button
· Premium door sill plates
· Glossy black door surround and outside mirror housing

PHOTO GALLERY

2011 Hyundai Sonata Midsize Sports Sedan

Hyundai introduced its all-new 2011 Hyundai Sonata at the 2009 Los Angeles Auto Show. This marked the North American debut of the latest version of the popular midsize sedan, introducing Hyundai's "Fluidic Sculpture" design language and an all four-cylinder engine lineup to the U.S. market. Hyundai Sonata is the second vehicle in Hyundai's 24/7 version 2.0 product initiative (seven new models in the next 24 months) following on the heels of the all-new Tucson. Production of Hyundai Sonata will begin in December 2009 at Hyundai's U.S. plant in Alabama with retail sales beginning in January 2010.

2011 Hyundai Sonata Midsize Sports Sedan

The new Sonata will launch with Hyundai's new Theta II GDI 2.4-liter four-cylinder engine with a Gasoline Direct-Injection (GDI) fuel delivery system, which contributes to improved fuel efficiency and lower emissions. Hyundai Sonata is the first midsize sedan to adopt GDI technology as standard equipment in a naturally aspirated powertain. This shorter, more direct path of fuel delivery, allows for greater control of the fuel mixture at the optimum moment, thus improving efficiency. The fuel is injected by a camshaft-driven, high pressure pump that operates at pressures up to 2,175 psi. Direct injection also utilizes a higher than normal 11.3:1 compression ratio for increased power. The pistons are "dished" to increase combustion efficiency in the cylinder. This powerplant will deliver best-in-class fuel economy, best-in-class four-cylinder horsepower and best-in-class torque.

The Sonata 2.0T, as the car is officially named, is powered by a new 2.0-liter Theta II twin-scroll turbocharged gasoline direct-injection (GDI) engine that produces 274 horsepower at 6,000 rpm and 269 lb-ft of torque from 1800-4500 rpm with regular fuel. The engine is linked to a six-speed automatic transmission with SHIFTRONIC manual control that drives the front wheels. No performance figures were released but Hyundai did announce that the Sonata 2.0T will deliver an estimated 22 mpg (10.7lt/100km) city and 34 mpg (6.9lt/100km) highway.

The 2.0-liter twin-scroll turbo engine will be available on the Sonata SE and Limited trim level, with the Limited getting additional upgrades, including a panoramic sunroof, 18-inch "hyper" silver alloy wheels, dual exhaust system and steering wheel-mounted paddle shifters.

Next year, Hyundai will add a 2.0-liter Theta II turbocharged GDI four-cylinder engine and a 2.4-liter Hybrid Blue Drive model featuring Hyundai's breakthrough lithium polymer battery pack. Details about these powertrains will be announced at the 2010 New York Auto Show. Hyundai Sonata's innovative segment first powertrain lineup is a key driver of Hyundai's goal to be the most fuel-efficient automaker on the planet.

Hyundai's commitment to making the Hyundai Sonata extremely fuel efficient continues with a six-speed automatic transmission with SHIFTRONIC manual control or a standard six-speed manual transaxle. Hyundai's all-new six-speed automatic A6MF2 transaxle helps the company meet its goals of improving fuel efficiency and reducing emissions. Shifts are silky-smooth with an option of manual control through the SHIFTRONIC feature.

Developed over a four-year period, this new six-speed automatic is 26.4 pounds lighter than the five-speed it replaces. It also is 1.6 inches shorter and considerably simpler, having 62 fewer parts, which is a key to increased durability, lighter weight and lower cost. When it comes to transmissions, more gears are definitely better. The addition of a sixth gear enables closer spacing between gear ratios providing a better balance of performance and fuel economy while the wide overall gear ratio helps deliver strong acceleration.

All Sonatas have column-mounted, motor-driven electric power steering that adjusts instantly to changing driving conditions while improving fuel economy over a conventional steering system. A quick-ratio steering rack is used for crisp feel on turn-in. Hyundai Sonata's turning diameter of 35.8 feet is better than Camry, Accord, Altima, Fusion and Malibu.

One of the program targets for the 2011 Sonata engineering team was world-class power-to-weight ratio. Power-to-weight ratio pays dividends in both performance and fuel economy. Hyundai Sonata is rich in ultra-high-strength steel, leading to world-class body rigidity. The 2011 Hyundai Sonata is 25 percent stiffer in torsion and 19 percent stiffer in bending rigidity than its predecessor, yet it is lighter than many midsize sedans, also offering more interior room.

The 2011 Sonata is a smart combination of superior styling, performance, safety and fuel efficiency. What’s more, it’s an affordable midsize car, putting a luxurious and rewarding driving experience within reach of many. Make the 2011 Sonata a part of your future.

2011 Hyundai Sonata Midsize Sports Sedan

Hyundai introduced its all-new 2011 Hyundai Sonata at the 2009 Los Angeles Auto Show. This marked the North American debut of the latest version of the popular midsize sedan, introducing Hyundai's "Fluidic Sculpture" design language and an all four-cylinder engine lineup to the U.S. market. Hyundai Sonata is the second vehicle in Hyundai's 24/7 version 2.0 product initiative (seven new models in the next 24 months) following on the heels of the all-new Tucson. Production of Hyundai Sonata will begin in December 2009 at Hyundai's U.S. plant in Alabama with retail sales beginning in January 2010.

2011 Hyundai Sonata Midsize Sports Sedan

The new Sonata will launch with Hyundai's new Theta II GDI 2.4-liter four-cylinder engine with a Gasoline Direct-Injection (GDI) fuel delivery system, which contributes to improved fuel efficiency and lower emissions. Hyundai Sonata is the first midsize sedan to adopt GDI technology as standard equipment in a naturally aspirated powertain. This shorter, more direct path of fuel delivery, allows for greater control of the fuel mixture at the optimum moment, thus improving efficiency. The fuel is injected by a camshaft-driven, high pressure pump that operates at pressures up to 2,175 psi. Direct injection also utilizes a higher than normal 11.3:1 compression ratio for increased power. The pistons are "dished" to increase combustion efficiency in the cylinder. This powerplant will deliver best-in-class fuel economy, best-in-class four-cylinder horsepower and best-in-class torque.

The Sonata 2.0T, as the car is officially named, is powered by a new 2.0-liter Theta II twin-scroll turbocharged gasoline direct-injection (GDI) engine that produces 274 horsepower at 6,000 rpm and 269 lb-ft of torque from 1800-4500 rpm with regular fuel. The engine is linked to a six-speed automatic transmission with SHIFTRONIC manual control that drives the front wheels. No performance figures were released but Hyundai did announce that the Sonata 2.0T will deliver an estimated 22 mpg (10.7lt/100km) city and 34 mpg (6.9lt/100km) highway.

The 2.0-liter twin-scroll turbo engine will be available on the Sonata SE and Limited trim level, with the Limited getting additional upgrades, including a panoramic sunroof, 18-inch "hyper" silver alloy wheels, dual exhaust system and steering wheel-mounted paddle shifters.

Next year, Hyundai will add a 2.0-liter Theta II turbocharged GDI four-cylinder engine and a 2.4-liter Hybrid Blue Drive model featuring Hyundai's breakthrough lithium polymer battery pack. Details about these powertrains will be announced at the 2010 New York Auto Show. Hyundai Sonata's innovative segment first powertrain lineup is a key driver of Hyundai's goal to be the most fuel-efficient automaker on the planet.

Hyundai's commitment to making the Hyundai Sonata extremely fuel efficient continues with a six-speed automatic transmission with SHIFTRONIC manual control or a standard six-speed manual transaxle. Hyundai's all-new six-speed automatic A6MF2 transaxle helps the company meet its goals of improving fuel efficiency and reducing emissions. Shifts are silky-smooth with an option of manual control through the SHIFTRONIC feature.

Developed over a four-year period, this new six-speed automatic is 26.4 pounds lighter than the five-speed it replaces. It also is 1.6 inches shorter and considerably simpler, having 62 fewer parts, which is a key to increased durability, lighter weight and lower cost. When it comes to transmissions, more gears are definitely better. The addition of a sixth gear enables closer spacing between gear ratios providing a better balance of performance and fuel economy while the wide overall gear ratio helps deliver strong acceleration.

All Sonatas have column-mounted, motor-driven electric power steering that adjusts instantly to changing driving conditions while improving fuel economy over a conventional steering system. A quick-ratio steering rack is used for crisp feel on turn-in. Hyundai Sonata's turning diameter of 35.8 feet is better than Camry, Accord, Altima, Fusion and Malibu.

One of the program targets for the 2011 Sonata engineering team was world-class power-to-weight ratio. Power-to-weight ratio pays dividends in both performance and fuel economy. Hyundai Sonata is rich in ultra-high-strength steel, leading to world-class body rigidity. The 2011 Hyundai Sonata is 25 percent stiffer in torsion and 19 percent stiffer in bending rigidity than its predecessor, yet it is lighter than many midsize sedans, also offering more interior room.

The 2011 Sonata is a smart combination of superior styling, performance, safety and fuel efficiency. What’s more, it’s an affordable midsize car, putting a luxurious and rewarding driving experience within reach of many. Make the 2011 Sonata a part of your future.

2011 New Hyundai Avante Sports Sedan

Hyundai Motor Co. had its world-premier of the all-new Hyundai Avante compact Sports sedan, the company's best-selling model worldwide, at the 2010 Busan International Motor Show. The fresh 2011 new Hyundai Avante, badged because Hyundai Elantra in commercialises largest Korea comes on Hyundai’s latest 1.6L Gamma gas Direct Injection locomotive and a 6-speed automatic drive to the front-wheel drive compact, the 1st time GDI and six-speed automatic rifle have been boasted on a contract sedan in Korea.

2011 Hyundai Avante

The fresh Avante delivers a peak end product of 140ps and level best torque of 17.0kg-m. They are also almost 10 percent a lot fuel efficient than thems closest challengers, cheers to GDI, the six accelerate automatic and additional fuel economy sweetenings.The fresh Hyundai Avante will enchant and surprise on a raft of additional advanced characteristics not found on additional compacts, admitting HID (High Intensity Discharge) headlights, LED compounding lamps in the back, heated back end seats, puddle lamps and a color in TFT LCD entropy display nestled in the caliber cluster.

"The new Hyundai Avante encompasses Hyundai's latest ambitions, featuring the best styling and performance in its class," Steve S. Yang, President & CEO of Hyundai's Global Business Division, said at the Busan Exhibition and Convention Center (BEXCO) today. "We're confident that it will once again redefine the compact segment worldwide."

With sportier and even more elegant lines than its predecessor, the new Hyundai Avante - badged as Elantra in markets outside Korea - continues Hyundai's 'fluidic sculpture' design philosophy.

Hyundai has applied its latest 1.6L Gamma Gasoline Direct Injection engine and a 6-speed automatic transmission to the front-wheel drive compact, the first time GDI and six-speed automatic have been featured on a compact sedan in Korea. The new Avante delivers a peak output of 140ps and maximum torque of 17.0kg•m. It is also about 10 percent more fuel efficient than its closest competitors, thanks to GDI, the six speed automatic and other fuel economy enhancements.

The new Hyundai Avante will delight and surprise with a raft of other advanced features not found on other compacts, including HID (High Intensity Discharge) headlamps, LED combination lamps in the rear, heated rear seats, puddle lamps and a color TFT LCD information display nestled in the gauge cluster.

Under the Avante/Elantra badge, Hyundai has sold over 6 million units worldwide since the car's launch in 1990. Hyundai will begin sales of the all-new Hyundai Avante in the second half of 2010 in Korea.