It’s hard out here for a full-size car. Sales are declining on a consistent basis, as crossovers and falling demand for V6 and V8 non-premium sedans eats into the once-proud full-size segment. Talk of Ford killing off the Taurus seems to float around, while at least half of all sales in the broader segment seem to go to fleets. Market forces might claim their next victim in the form of the Hyundai Azera.
Autoblog reports that even Hyundai execs are open-ended about the car’s future prospects in America. While the Azera is a hit in its home market of South Korea, sales are declining in the United States, and lagging behind key rivals.
While Hyundai claims that there is a place for the Azera between the Sonata and Genesis, industry analysts we spoke to (on condition of anonymity, due to the proprietary data being shared) shows that among sedan buyers, take rates for V6 engines across the mid-size segment is continuously falling. The near-term trend is said to be the eventual phasing out of the V6, similar to what Hyundai already did with the Sonata. Right now, one of the key selling points for the Azera over the Sonata seems to be the V6 engine, but if that’s no longer a factor, then that further weakens the business case for importing them from South Korea.
If that weren’t enough, the Sonata is dimensionally identical to the Azera, while boasting better fuel economy. And buyers can also be pushed towards the V6 powered Santa Fe, which can meet their space and power needs while also boasting all-wheel drive and the possibility of more cargo and passenger capacity.