Incentivised From the Start: Hyundai Sonata Hybrid Aims to Persuade

Steph Willems
by Steph Willems
incentivised from the start hyundai sonata hybrid aims to persuade

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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  • SCE to AUX SCE to AUX on Jun 10, 2020

    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.

  • Bd2 Bd2 on Jun 14, 2020

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

  • Max So GM will be making TESLAS in the future. YEA They really shouldn’t be taking cues from Elon musk. Tesla is just about to be over.
  • Malcolm It's not that commenters attack Tesla, musk has brought it on the company. The delivery of the first semi was half loaded in 70 degree weather hauling potato chips for frito lay. No company underutilizes their loads like this. Musk shouted at the world "look at us". Freightliners e-cascads has been delivering loads for 6-8 months before Tesla delivered one semi. What commenters are asking "What's the actual usable range when in say Leadville when its blowing snow and -20F outside with a full trailer?
  • Funky D I despise Google for a whole host of reasons. So why on earth would I willing spend a large amount of $ on a car that will force Google spyware on me.The only connectivity to the world I will put up with is through my phone, which at least gives me the option of turning it off or disconnecting it from the car should I choose to.No CarPlay, no sale.
  • William I think it's important to understand the factors that made GM as big as it once was and would like to be today. Let's roll back to 1965, or even before that. GM was the biggest of the Big Three. It's main competition was Ford and Chrysler, as well as it's own 5 brands competing with themselves. The import competition was all but non existent. Volkswagen was the most popular imported cars at the time. So GM had its successful 5 brands, and very little competition compared to today's market. GM was big, huge in fact. It was diversified into many other lines of business, from trains to information data processing (EDS). Again GM was huge. But being huge didn't make it better. There are many examples of GM not building the best cars they could, it's no surprise that they were building cars to maximize their profits, not to be the best built cars on the road, the closest brand to achieve that status was Cadillac. Anyone who owned a Cadillac knew it could have been a much higher level of quality than it was. It had a higher level of engineering and design features compared to it's competition. But as my Godfather used to say "how good is good?" Being as good as your competitors, isn't being as good as you could be. So, today GM does not hold 50% of the automotive market as it once did, and because of a multitude of reasons it never will again. No matter how much it improves it's quality, market value and dealer network, based on competition alone it can't have a 50% market share again. It has only 3 of its original 5 brands, and there are too many strong competitors taking pieces of the market share. So that says it's playing in a different game, therfore there's a whole new normal to use as a baseline than before. GM has to continue downsizing to fit into today's market. It can still be big, but in a different game and scale. The new normal will never be the same scale it once was as compared to the now "worlds" automotive industry. Just like how the US railroad industry had to reinvent its self to meet the changing transportation industry, and IBM has had to reinvent its self to play in the ever changing Information Technology industry it finds it's self in. IBM was once the industry leader, now it has to scale it's self down to remain in the industry it created. GM is in the same place that the railroads, IBM and other big companies like AT&T and Standard Oil have found themselves in. It seems like being the industry leader is always followed by having to reinvent it's self to just remain viable. It's part of the business cycle. GM, it's time you accept your fate, not dead, but not huge either.
  • Tassos The Euro spec Taurus is the US spec Ford FUSION.Very few buyers care to see it here. FOrd has stopped making the Fusion long agoWake us when you have some interesting news to report.