Korean Buyers Line Up for New Hyundai Grandeur

Hyundai launches its revamped Grandeur midsize sedan and will release the model to selected export markets (where it is known as the Azera in many countries) during first-half 2017.

While sales have been less than tepid in the U.S., with only 359 Azeras sold in October and 4,134 in the first 10 months of 2016, in Korea Hyundai is hoping the new model will play a decisive role in boosting its faltering domestic sales.

Consumer response indicates it will.

Hyundai logged a staggering 15,973 domestic orders for the new Grandeur Nov. 2, the first day pre-orders were taken. Through Nov. 21 the total had soared to 27,491.

This has helped convince Hyundai Executive Vice President Lee Kwang-guk the Grandeur will exceed its target of 100,000 domestic sales for 2017.

At its unveiling and official launch in Korea this week, Lee says he was worried about the sales target because of the prolonged economic recession; the return of the consumption tax in June following a 6-month abatement; and the effects of strong domestic competition.

“The record-breaking pre-orders have made me confident that we will sell 100,000 units in 2017,” Lee says.

That would be a healthy upward bump from the 87,146 Grandeurs sold in Korea in 2015, which includes 10,829 units of hybrid-electric version.

Under development for five years, according to spokesmen, the new Azera/Grandeur is slightly wider and longer than predecessor models and has sportier lines without losing its classic, luxury look. It features the biggest cascading grille in the Hyundai lineup and is loaded with more technological features than its predecessor.

Hyundai design chief Peter Schreyer notes design emphasis was on broadening the appeal of the Azera/Grandeur from buyers in their 50s and 60s to those in their 30s and 40s.

In Korea the Grandeur is available with four powertrain choices: 2.4L or 3.0L GDi gasoline engines, 2.2L diesel and a 3.0L LPi liquid-petroleum gas engine for commercial fleet use.

The 2.4L gasoline engine and 2.2L diesel mill are mated to 6-speed automatic transmissions. The 3.0L GDi gas and 2.2L diesel engines are offered with a newly developed 8-speed automatic.

Later in 2017 the car also will be offered with a 3.3L GDi gas engine and as a hybrid.

The new sedan features Hyundai Smart Sense, an advanced driver-assistance system that includes autonomous emergency braking, lane-keep assist, blindspot detection, driver attention alert, all-around-view monitors and adaptive cruise control.

Pricing in Korea ranges from 26.2 million won ($22,300) for the LPi basic fleet vehicle to 38.7 million won ($33,000) for the 3.0L GDi Exclusive Special model. The Grandeur, equipped with Hyundai's 190-hp 2.4L Theta GDi engine, lists at 30.5 million won ($26,000).

The model boasts 1.85 million global sales since its launch in 1986.