Hyundai launches new Sonata

Hyundai Motor President Kim Choong-ho, right, and Executive Vice President Kwak Jin, stand next to the all-new Sonata during a launch event of the family sedan at COEX in southern Seoul, Monday. / Courtesy of Hyundai Motor

Automaker targets 228,000 units in sale

By Kim Tae-jong

Hyundai Motor Group launched the fully remodeled Sonata sedan, Monday, with the aim of taking the lead in the global family sedan market.

“The Sonata has played an important role in leading Hyundai’s growth overseas as well as developing the domestic automotive industry,” Hyundai Motor President Kim Choong-ho said during a launch event for the mid-sized family sedan at COEX in southern Seoul. “The new Sonata will change the landscape of the family sedan segment both domestically and globally.”

Making its debut in 1985, the Sonata has been one of the best-selling sedans in Korea and has sold about 7 million worldwide.

As one of this year’s most anticipated new models, it has already received 15,000 pre-orders since March 5. Based on such high demand, the nation’s largest automaker said it aims to sell 228,000 of the new Sonata worldwide this year including 63,000 on the local market ― the sales goal for 2015 is 338,000 worldwide.

It added that production for the U.S. market will also start in May with Chinese production to start in the first half of 2015.

Kim confidently said that the new model is the best Sonata ever because it has taken the legacy of the previous versions to the next level.

“To develop the seventh generation Sonata, we have integrated all our technology which we accumulated in creating the previous models,” Kim said.

He emphasized that the automaker focused in particular on four basic elements under the slogan “return to basics,” when developing the new model.

The nation’s biggest automaker has already begun airing a television commercial in which it emphasizes that the new model is designed to “run, turn, stop and protect.”

In terms of design, the seventh-generation model has a simple yet higher-end appearance with the application of so-called “Fluidic Sculpture 2.0,” a term used to describe the bodywork of the automaker’s new models. It was first applied to the new Genesis, which made its debut in November.

The Sonata shares many key design elements with the Genesis such as the grille. It also boasts a streamlined and spacious interior.

However, with the upgraded design concept, the automaker features "refined styling," because the outgoing model received mixed responses for its radical and dynamic appearance. The new model’s refined looks are designed to appeal to a broader range of drivers as a family sedan.

But the most radical change in the new model is the increased proportion of advanced high-strength steel used, which allows the sedan to achieve better safety and driving stability.

The proportion of the use of high-strength steel stands at 51 percent, up from 21 percent in the previous model. The consequence is that the new model is the safest sedan in its class, according to the automaker.

In terms of power train, the new Sonata comes with three engine variants ― a 2.0-liter continuously variable valve lift engine, a 2.4-liter gasoline direct injection or a 2.0-liter liquid propane injection.

The bigger engine variant is new to the Sonata lineup in order to better compete with foreign sedans such as the Camry and Passat, whose flagship versions come with a 2.4-liter engine. The automaker is also considering developing a 1.6-liter turbo version.

The 2.0-liter gasoline version can generate 168 horsepower with a maximum torque of 20.5 kilogram-meters. But different from the initial announcement, Hyundai has lowered its fuel economy to 12.1 kilometers per liter from 12.6 km/l after accepting the test results by the Ministry of Trade, Industries & Energy.

The 2.4-liter engine version can generate 193 horsepower with a maximum torque of 25.2 kg-m, while the LPI engine can produce 151 horsepower with a maximum torque of 19.8 kg-m. Fuel efficiency stands at 11.5 km/l and 9.6 km/l, respectively.

The prices of the new model have increased by 450,000 won to 750,000 won, compared to the previous version. The base model with a 2.0-liter gasoline engine is priced at 22.5 million won. The automaker attributed the increase to the upgraded features that have been added.

The automaker plans to hold various marketing events to promote the new model. One of which is the Sonata Motor Show at COEX through March 30. At the event, the automaker will display the first generation of the Sonata to the latest to introduce the history of the family sedan and the new technology used in the new model.