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AsiaToday reporter Choi Sung-rok = Whether Hyundai's new Sonata could regain its nickname 'National Car' from Hyundai's Grandeur or not, is gaining much attention. Hyundai Motor Co. decided to set the same safety standards for its new Sonata as the U.S standards. Since this decision can make the price go up as well, Korean customers' reaction towards 'highly priced Sonata' is being watched with keen interest.
On March 4, Hyundai Motor Co. held a media conference for its new Sonata (LF Sonata) at Namyang Institute in Kyunggi-do prior to its launch on March 24.
"The first generation Sonata debuted in 1985 and now the new Sonata will be launched as the seventh generation model this year. The new Sonata is the embodiment of all the very best technology in terms of design, driving and dynamic performance, and security," Park Jeong-gil, executive vice president of engineering design, said.
He said, "Our entire employees went back to the basics in making a car that drives well and looks nice. In particular, the new Sonata comes with 'advanced airbags' just like in America instead of 'depowered airbags'."
Sonata LF incorporates 'Fluidic Sculpture 2.0' design language that was first highlighted in the new Genesis which was launched at the end of last year.
Hyundai's Fluidic Sculpture 2.0 is defined by core elements: Simple and harmonious design, easy-to-understand and emotional interior design with a singular hexagonal grille and classy color and material of the car.
Hyundai calls the beauty of the new Sonata's design as 'Inner Force', which refers to its fine line and sculpture and user-oriented design.
In addition, the new Sonata improved the collision safety dramatically by enhancing rigidity of the vehicle and improving the overall body structure. At the same time, it greatly improved driver safety by applying high-tech safety features such as 7 airbag system.
Yang Hee-won, director of vehicle structure design, said, "We increased the use of super high tensile steel on the new Sonata up to 51 percent while the previous model used 21 percent. We expect the new Sonata will surely pass in the small overlap front crash test and other safety standards in the world."
However, the application of high tensile steel has increased the weight of the vehicle to 1460kg, which is 45kg heavier than the previous model. It's natural for a heavy vehicle to have low fuel efficiency, but the new Sonata has increased its fuel efficiency up to 12.6 kilometers per liter, nearly 5 percent higher than the previous model, which stands at 11.9 to 12.1 kilometers per liter, by reducing the output and strengthening the torque.
Marketing director Kim Sang-dae said, "We haven't decided its competitor in specific but, Toyota's Camry and Volkswagen's Passat could be one of its competitors. We expect the new Sonata could regain its nickname 'National Car'. The price is not confirmed yet but it is expected to surpass the existing Sonata which is priced between 20.4 million to 31.9 million won."
Meanwhile, Hyundai Motor Co. expects to regain the 'best seller' title from Grandeur if the new sedan pulls its weight in the mid-size car market. In February, Grandeur sold 7,496 units while Sonata sold 5,083 units.
After unveiling its official rendering image of the sedan, Hyundai plans to conduct many marketing activities for the new Sonata prior to its release.
