Nam Hyun-woo has worked as a staff writer at The Korea Times since 2013, mostly covering business and politics. He currently belongs to the Business Desk where he covers topics such as emerging tech, AI, ICT and Korea's chaebol community. Prior to joining the team, he was the paper's correspondent for the presidential office of Korea during the Yoon Suk Yeol and Moon Jae-in administrations.
New Grandeur surprises fans with futuristic makeover
Hyundai Motor's new Grandeur is in action during a test drive near Goyang, Gyeonggi Province, Tuesday. Courtesy of Hyundai Motor
By Nam Hyun-woo
By Nam Hyun-woo
GOYANG, Gyeonggi Province ― Hyundai Motor's longtime flagship sedan, the Grandeur, has returned to the domestic market Tuesday, after undergoing a drastic facelift toward a futuristic look.
The launch came amid high customer expectation. Since Nov. 4, 32,179 customers have preordered the new Grandeur, proving the car's market status as an undisputed icon of premium sedans.
“The Grandeur is one of the best-selling cars in Korea, with its previous version selling more than 100,000 a year,” Hyundai Motor Executive Vice President Jang Jae-hoon said during the launch event in Goyang, Gyeonggi Province.
“Despite the steady performance of the previous version, we decided to undergo a drastic facelift in order to respond to fast-changing customer lifestyles more promptly and provide new mobility experiences,” he said, adding the brand seeks to sell 110,000 new Grandeurs by the end of next year.
The new Grandeur is an upgraded version of the sixth-generation Grandeur launched in 2016. It went through a drastic makeover, showing few similarities with the previous model.
Despite being a “facelifted” model, the 4.99-meter body is 6 centimeters longer than its previous version, with the wheelbase accounting for 4 centimeters to provide expanded cabin space.
Daytime running lamp of the new Grandeur / Korea Times photo by Nam Hyun-woo
Highlighting the vehicle is the parametric jewel radiator grille, which incorporated the grille, LED headlamps and daytime running lamps in a single unit.
Though the grille plays a pivotal role in exhibiting a futuristic look of the car, it will likely remain as a topic of conversation, as some automotive fans have already raised criticism that its “emoji-like” daytime running lamp is too childish for a premium sedan and makes the vehicle look smaller than it is.
The new Grandeur also distinguishes itself from its predecessor with its fully changed interior design, providing a lounge-like space with high gloss finishes, horizontal silver garnish and ambient lighting.
The new Grandeur comes in four powertrains ― a 2.5 liter gasoline, a 3.3 liter gasoline, a 2.4 liter hybrid and a 3 liter LPG. The 2.5 liter gasoline produces 198 horsepower and 11.9 kilometer per liter fuel economy, and the 3.3 petrol engine yields slightly improved 290 horsepower and Hyundai said more than 45 percent of preorders was on the 3.3 liter gasoline model.
On a 100-kilometer test drive around Gyeonggi Province, the new Grandeur showcased a balanced ride comfort befitting a premium sedan. Its performance was also focused on easy driving rather than dynamism.
The inside is more fulfilling. The spacious cabin finished with beige and light gray leathers and textiles provides a luxurious experience, which is hardly available for a car priced below 45 million won.
Among the car's various driver assist techs, forward collision-avoidance assist-junction turning was included for the first time among Hyundai vehicles, followed by highway driving assist, parking collision-avoidance assist and other safety features.
Inside of the new Grandeur / Courtesy of Hyundai Motor
Its prices start from 32.94 million won for the 2.5 petrol model and goes up to 44.89 million won for the hybrid model.
“About 30 percent of customers preordered the new Grandeur were customers who have non-sedan vehicles currently,” Jang said. “This shows that the Grandeur's launch is resuscitating the domestic sedan market.”