Illusion of Grandeur: Hyundai's Styling Strategy Stays Bold
Hyundai has released a handful images of the updated Azera sedan, proving again that the manufacturer is not adverse to taking risks. While we haven’t seen the vehicle around these parts since the 2017 model year, it has continued on in other parts of the world, often under the Grandeur name, and growing more handsome with age.
While perhaps not as comely as the 2020 Hyundai Sonata Americans stand to receive, the South Korean brand’s revamped Azera/Grandeur sticks to its tradition of bold styling updates by incorporating headlamps into a diamond-pattern grille. The end result creates an effect that makes the lights appear as if they’re located behind it. Similar in concept to the hidden headlamps of the late 1960s, its execution is a quite bit different — giving international markets something rather novel.
Odds are decent this one will stay out of the U.S., though Hyundai did file an American trademark for the name “Grandeur” last year, so don’t count it out entirely. The company also issued the “ Hyundai Azera Facelift” teaser images you’re currently looking at with the car wearing Grandeur badges.
Despite the front being quite interesting, the rear portion of the full-size sedan appears to be lifted from a Lincoln. It’s highly tasteful but slightly derivative. Hyundai calls its new design language “sensuous sportiness” and has been affixing it to various models. It typically incorporates tweaking the bodywork to make the car look as long as possible, a bunch of interesting lighting, and a diamond-pattern grille (though not always).
The interior has also been redone — adding new trim materials, two 12.3-inch displays, and a bit more legroom in the back.
Regardless of whether or not we see the Azera/Grandeur here at home (what would happen to the Kia Cadenza?!), it’s nice to know Hyundai is still experimenting. That industrial-level moxie has helped turn the brand around and delivered some of the most interesting mainstream vehicles we’ve seen of late. And it doesn’t appear to be anywhere near finished.
Hyundai’s Flagship Sedan, Azera’s bold transformation.
– First production model to have integrated grille and headlamp
— Hyundai Worldwide (@Hyundai_Global) October 24, 2019
[Images: Hyundai]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
More by Matt Posky
Comments
Join the conversation
Nice work all around except the front end. I get the feeling I'm looking at it through a chain link fence.
I've been working on my design vocabulary. I believe that LED strip on the rear can be accurately described as "extra frowny." (How am I doing?)