We already have talked about Hyundai’s 8th generation Sonata sales situation. Called as National car not that long ago, the latest Sonata generation is still suffering the indifference of customers despite Model Year launches and other improvements. Now a new report said Hyundai will skip the facelift and will launch a new generation in 2023.
The 8th generation Sonata (DN8) is suffering of sluggish sales. So much that Hyundai already closed the Asan Plant line where it’s build two times this year. While the Grandeur is selling like hot cakes (also built in Asan) the Sonata already losed its throne for the first time since its launch.
The Grandeur is having its best moment, surpassing 10,000 units in a monthly basis, as well as named as ‘Best Selling Car’, Hyundai’s luxuriest sedan has accounted a total of 136,384 units from 386,095 units from January to June 2021.
Hyundai launched an updated 2021 Model Year in April, characterized by an expanded application of the design of the existing Sonata Sensuous 1.6 Turbo (Sonata Sport) to the regular gasoline 2.0 model (they killed the fishy face). Depite this changes, the Sonata has not managed to overcome.
On the other hand, the model has been struggling and suffering of sluggish sales recording only 4,053 units in June as well as a 31% decrease compared to the last year. The Sonata is undergo the success of both Grandeur and Kia K5 (who sold almost double in June) who have surpassed Sonata for the first time ever.
Inside Hyundai, the DN8 (internal codename) was admitted as a failed model, so then the company decided to skip a mid-cycle facelift in favor of a full change model that will arrive in 2023. Unlike first informations that said Hyundai will kill the Sonata and place IONIQ 6 instead both models will coexist.
So that is why Hyundai decided to apply the same plan that worked for the Grandeur, instead of a facelift, launch a full change model but based in the same platform and a completely new design. This vehicle has already a codename “DN9”.
News Source: AutoPost
Considering there’s no camo’d prototypes rolling around, sounds like a bunch of BS.
Considering this was the Korean national car at one point, they should separate it more from the K5. Offer AWD variants of the 1.6T and 2.5T (adding a bit more power with mild hybrid tech), as I could see creating a sporty liftback of the 2021 Grandeur. Also, they need to make the Sonata feel more expensive than the K5, offer additional interior color choices on the N-Line model instead of downgrading it. It looked OK, but once you’re in one, there’s nothing about it that felt special (maybe real metal and leatherette). It wouldn’t hurt the G70 margins, because they aren’t going after the same shoppers. Also, ditch the push button shifter idea, leave that crap to GM, Ford, or whoever. It doesn’t space and it’s more annoying than anything else. If it got anything close to the new Grandeur, it would sell far better.
It’s a shrinking market especially in NA. Double down on what sells like adding a hybrid and/or plug in to Palisade.
Here in the US, they put the sporty glossy black front fascia on the upper end SEL and Limited trim levels, which I thought was a little off putting, given the rear fascia and smaller 18” wheels don’t go well with it — it should have been used exclusively on the N-Line model.
I also take issue with the fact they didn’t offer the DN8 with AWD. I’m confident that would have attracted more prospective buyers.