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Shown above is the seventh-generation Grandeur sedan of Hyundai Motor, which is named Azera outside South Korea. Photo courtesy of Hyundai Motor

All-new Grandeur will hit market next month

South Korea’s Hyundai Motor took the wraps off the design of its seventh-generation Grandeur flagship sedan on Oct. 19. The model is badged as Azera outside of South Korea.

The Seoul-based automaker said that it’s an all-new model coming six years after the sixth generation was introduced in 2016.

After debuting as Hyundai’s high-end sedan in 1986, Grandeur has led Korea’s premium vehicle market. It also tapped into other major markets in the 2000s.

The new model is scheduled to hit the market in November. It will come in four versions, like the ones with a 2.5-liter gasoline engine and a 3.5-liter gasoline engine.

Hyundai said that the seventh-generation version has uncluttered body sides with frameless doors and auto-flash handles reflecting the model’s contemporary style.

Its single-spoke design is related to that of the first-generation Grandeur aimed at integrating and rearranging controls for a more optimized layout.

Its interior and exterior used sustainable materials, including its wrap-around interior space.

“The seventh-generation Grandeur expresses our respect for the past and commitment to move on to the future,” Hyundai Executive Vice President Lee Sang-yup said.

“We are creating a new standard for the premium sedan market through emotive design and a refined customer experience.”

Observers point out that it remains to be seen whether Hyundai will be able to meet the demand for the new Grandeur model.

“Hyundai Motor appears to expect a great boost of its sales on the popularity of the seventh-generation Grandeur model,” Prof. Kim Pil-soo at Daelim University said.

“However, the lack of automotive chips is feared to slow down the rollout of the new models.”

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The publisher studied Korean history in Seoul and management of business administration in the United Kingdom. He has 20-year experiences in the media business. Kim can be reached at voc200@gmail.com or 82-2-6956-6698.