By on June 9, 2020


In the midsize sedan war, the Hyundai Sonata is like Japanese forces in the Pacific — slowly  losing ground as powerful enemies amass an ever larger share of the territory. When faced with the name recognition and brand appeal of the Toyota Camry and Honda Accord, maintaining your position means throwing everything you have into the fight.

Into that battle came the radically restyled 2020 Hyundai Sonata, joined imminently by the Sonata Hybrid — a sedan that gets up to 52 mpg on the combined cycle. Hyundai has apparently decided that money talks, and that the new hybrid will ride into battle waving cash at local townfolk.

According to dealer bulletins seen by CarsDirect, the Sonata Hybrid will appear at dealers within days with up to $4,000 in discounts for lessees and tempting low-interest financing. Styling and sky-high fuel economy will only get a car noticed up to a point, after all — especially in the shrinking midsize sedan segment, which, to be fair, isn’t showering any player with excessive love.


The publication notes the introductory lease for a Sonata Hybrid Blue in Southern California — $249 for 36 months with $2,699 down — carries a monthly cost that’s $21 less than that of a Toyota Prius Eco. Spring for a top-end Limited trim (which is actually less efficient, at 47 mpg combined), and the lease incentive rises from $3k to $3,750 (or $4,000, if customers opt for a 39-month term). It’s worth noting that even the lowliest Sonata Hybrid carries double the lease incentives as any gasoline-only Sonata.

If buying is your bag, expect to choose between a $1,000 rebate or 1.9 percent APR for 60 months, with the lower rate appearing to be the better deal.

The current offer runs out at the end of June.


[Images: Hyundai]

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7 Comments on “Incentivised From the Start: Hyundai Sonata Hybrid Aims to Persuade...”

  • avatar

    Back in the early 1990s GM had the EV1! Nobody was into BEVs. The BOD one day recalled all the leases and crushed them all at midnight. GM could of had a 25 year lead but…..!

    • 0 avatar

      “could have”

    • 0 avatar

      Having a 25 year lead in EVs would have been like having a 25 year lead in internal combustion engines in 1865. It takes more than one ingredient to build a viable product. Even in 2008, the factors that allowed Tesla to succeed wouldn’t have applied to GM – a penchant for risk-taking; a willingness to play fast and loose with… Everything…; The freedom to mix and match tech; the ability to build a brand without baggage; the presence of a charismatic figurehead to drive the business forward in public perception as a disruptor. GM was never in a position to break open this market. It’s a bit like people saying, oh, Yahoo could have bought Google for 1b in 200x, and if they had they’d be worth a bazillion dollars. The problem is that if Yahoo had bought Google, they’d have done to Google what ended up happening to Yahoo anyway. A company like GM or Yahoo can’t buy or bully themselves into success in a market process they’re unsuited for.

      • 0 avatar
        Art Vandelay

        “A company like GM or Yahoo can’t buy or bully themselves into success in a market process they’re unsuited for.”

        Interesting take given Tesla’s claims that they are going to disrupt the pick up truck market.

    • 0 avatar
      Art Vandelay

      Francis Ford Coppola still has one. I think GM bricked it electronically, but he still has it. I assume it went something like “take the Cannoli…leave the car” when they showed up to get it.

  • avatar
    SCE to AUX

    After no comments about the article content, I’ll make some:

    My 13 Optima Hybrid was H/K’s first attempt at a hybrid. Soon after getting it, I realized I hated its driveability. It’s been a fine vehicle, now with over 100k miles, and this summer it’s going to my son.

    The Niro’s driveability is substantially better than my 13, and I’d want this Sonata Hybrid to be a smooth operator. Problem is, I’m no longer in the market for a midsize sedan, much preferring a compact like my Ioniq.

    Looks like Hyundai expects more people to lease it. Buying with a $1000 rebate or 1.9% financing is no great bargain.

  • avatar

    Needless to say, Hyundai and Kia will sell a lot more of the hybrid Santa Fe and Sorento.

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