Hyundai Sonata’s decade long struggle to re-establish its sales pace which it enjoyed immediately after launch in 2001 has finally come to an end. But the South Korean carmaker is not giving up on the particular segment. Largely because it is trying to gain a increasingly better status in India and gathering the acceptance of pricey products is vital to boost the brand image.While Tata Motors and Mahindra & Mahindra are known for frugal products, and Maruti Suzuki stays above offering good balance between economy and quality, Hyundai Motor India has been offering premium products as competitors that are only slightly less affordable than the largest carmaker / best-seller in the country.
Hyundai Elite i20 premium hatchback is currently the segment benchmark, which has been busting the sales charts even though it is not the most affordable choice in the crowded space. Likewise, the company is planning a product offensive that will sit above all its rivals at a premium spot, which includes upcoming Hyundai i20 Cross and ix25 compact SUV.
So by bringing more customers up the price ladder, Hyundai hopes to be the go-to-brand in D-segment which has Skoda Superb wearing the crown. So an acquainted nameplate will be a great launch to attract focus, which would be the Hyundai Azera, not the next generation Sonata. Hyundai Azera was actually developed to fill the gap between Sonata and Genesis, so it would be a more premium offering than Superb. Sounds risky already.