Hyundai's new Sonata to charm US drivers

• Source: Gasgoo.com
• [08:58 September 22 2009]
• Comments

Hyundai on September 17 unveiled its new Sonata midsize sedan that will be a key test of its recent campaign to reestablish its image. Departing from the sedate styling of the current Sonata, its successor – a bumper-to-bumper remake – aims to be a head-turner. In my opinion, it is better designed than any other vehicle the Korean carmaker has rolled out to date. It sports a longish nose, a panoramic sunroof and coupe-style design touches.

Hyundai officials claim that it is not just the car's expressive look that should attract consumers. "The Sonata will set a new standard for world class mid-size sedans with state-of-the-art technology, superior quality, and emotional design," Chung Euisun, Hyundai's vice chairman, said at a ceremony unveiling the vehicle. It will play a crucial role in Hyundai's global strategy, he added.

Indeed, Hyundai has a lot riding on this car. Executives say the next-generation Sonata, to be sold in Korea from this month and in the US within six months, will challenge Toyota's Camry and Honda's Accord for the hearts and wallets of drivers, particularly in the US They also say it will help improve its brand image and put to rest the company's erstwhile reputation as a maker of cheap cars.

Hyundai has been relentlessly waging a marketing blitz to rebuild its image and expand its global presence lately. Hyundai got a major boost to its push to go upscale when its Genesis sedan won its first North American Car of the Year award in January. Few expect Hyundai to sell the Genesis, its first near-luxury vehicle, a lot but the company's intention is to move many Sonatas from dealerships once the global economy recovers from the current recession and consumers start buying again.