Parkway Hyundai

LA 2009: 2011 Hyundai Sonata debuts with style, four-cylinder only and less weight

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Cheap and inexpensive are not necessarily synonymous. Inexpensive is generally considered a positive thing. Cheap? Not so much. Hyundai automobiles have always been relatively inexpensive compared to their direct competitors. In recent years, the Korean company has worked extremely hard to rid itself of any talk of cheapness by improving quality, introducing an unprecedented 10-year/100,000 mile warranty and engaging in some remarkably clever marketing campaigns.

It wasn't always so. Way back in 1983, Hyundai first entered the North American market when the Pony hatchback went on sale in Canada. Two years later, the replacement for the Pony, dubbed "Excel" went on sale in the United States. To say that the launch did not go well would be the understatement of the decade. While those early Hyundai models were indeed cheap, the company nearly met the same fate in this market as Yugo.

Unlike the abysmal Yugo, Hyundai persevered. The company kept redesigning its cars, making each subsequent generation better than the last and extending its warranties to generate confidence in its products. More than two decades later, Hyundai is introducing its latest challenger, the 2011 Hyundai Sonata, into what is arguably the most fiercely contested segment in the U.S. market - that of the family sedan.

LA 2009: All-new 2011 Hyundai Sonata to come in regular, turbo and hybrid

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Not counting full-size trucks, the meat-and-potatoes of the American car market remains the mid-size family sedan. For the past two decades, the undisputed kings of this particular segment have been the Toyota Camry and Honda Accord, especially since the Ford Taurus fell off its pedestal right around 1992. Many have tried to knock the two Japanese heavyweights (now figuratively and literally) off the hill - and almost as many have failed. And while those two titans have remained atop the sales charts, other family sedans have met with considerable success. Perhaps most notably, the Hyundai Sonata, an unassuming car that has found its way into 1.2 million homes.

With beaming grins and news of Hyundai being named the most fuel efficient brand in America, Hyundai's brass took the wraps off their new-for-2011 Sonota. What strikes you instantly is the Sonata's curvy, slightly-hefty, almost organic shape. Hyundai calls the design language "Fluidic Sculpture," and while not quite as in-your-face as Mazda's signature Nagare styling language, we have a feeling it might prove nearly as polarizing. That's not to say the new Sonata is bad looking or ugly. But it is highly-stylized in a mid-size market that tends to reward the bland and middle-of-the-road.

But Fluidic Sculpture is what we've got - and not just on the Sonata. Hyundai's North American President and CEO John Krafcik promises that this design language will define the brand moving forward. Not surprisingly, Fluidic Sculpture originated right here in Southern California in Hyundai's Irvine design center. We really appreciate some of the finely wrought detailing, such as the grille, door handles, headlights and taillights (though those taillights appear to be lifted directly from the BMW 3 Series). We're just a wee bit uncertain of how the new Sonata will play in Peoria.

As for the non-design aspects of the 2011 Sonata, the big news is under the hood. Gone is the 3.3-liter V6, or for that matter, any V6. Instead Hyundai is offering consumers a choice of three four-cylinder engines. The first is a 2.4-liter Gasoline Direct-Injection (GDI) motor called the Theta II good for 198 horsepower and 184 pound-feet of torque. That much power from a 2.4-liter essentially puts the Sonata at the head of the four-cylinder class. But what about those pesky V6 cars? No problem, as Hyundai will launching a turbocharged version of the GDI Theta II. If direct-injection and turbocharging sounds a little EcoBoosty to you, well, it is. And that's a very, very good thing.

But what about hybrids? There will be a hybrid version of the Theta II. Hyundai's calling the technology Blue Drive,and it sounds pretty spiffy. Unlike other hybrids that use nickel hydride (or starting soon, lithium ion) batteries, the Hyundai system will use lithium polymer technology. According to Hyundai, lithium polymer leapfrogs lithium ion battery tech and within five years, the entire industry will switch to LP. Only Hyundai will be putting the tech on sale within the year. Big claims to be sure, but Hyundai's been defying conventions and expectations for quite a while now. Look for the Alabama-built Sonata to start at less than $20,000 and go on sale this January.

Hyundai tops list as most fuel efficient automaker in the U.S.

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PRESS RELEASE

Hyundai Takes the Lead as the Most Fuel-Efficient Automaker in America

FOUNTAIN VALLEY, Calif., Dec. 1 /PRNewswire/ -- One year after promising to become the leading manufacturer in fuel economy, Hyundai delivered by topping the latest U.S. Environmental Protection Agency fuel economy report. Hyundai passed all major manufacturers in Corporate Average Fuel Economy (CAFE) including traditional leaders like Honda and Toyota. The report demonstrates the effectiveness of Hyundai's value-driven fuel-efficiency strategy, which focuses on the intelligent application of cost-effective technologies. The report also substantiates Hyundai's leadership in the race to achieve the government-mandated 2016 CAFE standard of 35.5 miles per gallon.

The EPA 2009 Light-Duty Automotive Technology and Fuel Economy Trends Report indicates that Hyundai has the highest MY 2009 laboratory 55/45 fuel economy with 30.1 miles per gallon (mpg). Hyundai is also the only automaker(1) to top 30 mpg in the report.

 Environmental Protection Agency Fuel Economy Reports (2)
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Group Fuel Economy (mpg)
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MY 2009 EPA Lab 55/45* (projected)
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Manufacturer** Overall (Cars/Trucks)
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Hyundai 30.1
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Honda 29.7
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Volkswagen 29.6
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Toyota 29.4
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Kia 28.0
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Nissan 27.2
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BMW 26.9
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Ford 25.7
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General Motors 24.5
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Chrysler 23.2
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* from EPA Table 28 (http://www.epa.gov/otaq/cert/mpg/fetrends/fullreport-tables-nov2009.xls) - MY 2009 EPA Laboratory 55/45 Fuel Economy by Manufacturer (55% city 45% highway weighted metric)

**Include ten highest-volume manufacturers

"Our thoughtful application of cost-effective, fuel-efficient technologies has helped us achieve our goal of leading the industry in fuel economy ahead of schedule," said John Krafcik, president and CEO, Hyundai Motor America. "Now we hope to extend that leadership with the launch of our new direct injection, turbocharging and lithium-polymer hybrid technologies, all of which will be a part of the 2011 Sonata lineup launching early next year."

Hyundai is aligning global R&D resources at its engineering centers in California, Michigan, Korea, India and Germany to develop the Blue Drive technologies needed to achieve fuel efficiency goals. Under the Hyundai Blue Drive strategy, technologies such as direct injection, turbo-charging, hybrid drive systems and a number of others will all play larger roles in powering future models to offer consumers lower emissions, enhanced performance and more miles per gallon.

HYUNDAI MOTOR AMERICA

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 790 dealerships nationwide.