• Sep 21, 2009
South Korean Hyundai Sonata commericals -- Click above to view the videos after the jump

Hyundai's South-Korean-market ad agency has been hard at work cooking up commercials for its latest offering: the 2010 Sonata. Apparently there were no current references that could describe this latest sedan, so they went back a few hundred years for help -- Renaissance artists, Italian musical terminology, and three competing complementary philosophies are used to tell the story. The "Art of Technology" is no simple tale, you see. Follow the jump for the video, and check out the high-res gallery of photos below.



[Source: Straight Line]








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  • 33 Comments
      • 5 Years Ago
      Hyundai is fast banishing the ghost of the Excel.
      • 5 Years Ago
      I think you're wrong Rar. Traditional Hyundai customers know the virtues of Hyundai ... they are now well-built and reliable, rivaling the best from Honda and Toyota. When you're making more money and want to trade up, an Azera or Genesis is a great choice. Or, for those Accent and Elantra drivers, the new Sonata will be the icing on the cake!

      The Genesis doesn't WANT to be a luxury car, it IS a luxury car. Heck even the features of the Azera make it pretty luxurious as the Sonata is very near luxury car status. It's all about comfort and performance, not name tags.
      • 5 Years Ago
      It looks great, until you see the front. It just looks too ripply (sp?)... EVERYWHERE. If they would eliminate some of the ridges and change the grille, they might have a winner.
      • 5 Years Ago
      It looks overprice luxury car to me.
      If Hyundai create new brand, they can sell new sonata as 'Lexus ES'. (And, Lexus ES was originally "Camry prominent" in Japan. Lexus ES is a variant of Camry)

      Hyundai itself want be a Luxury brand?
      Traditional hyundai customers want 'econo car', not overpriced luxury car.
        • 5 Years Ago
        Definitely not a "luxury" car (certainly won't be priced that way).

        The new sheetmetal for the 2011 Kia Optima looks just as luxurious (and w/ cleaner, less busy lines).
      • 5 Years Ago
      am i the only that thinks the front has strong similarity to solara?
      • 5 Years Ago
      Lame
      • 5 Years Ago
      A good looking car.
        • 5 Years Ago
        What is with the front ends of some of the new cars? Do they want us to hate the car? Maybe it looks better in real life than in the pics. But, that is what "they" said about the TL. But the TL is still to ugly to buy.
        • 5 Years Ago
        Agreed. This new Sonata's sharp looks is a huge leap. Seems to have "skipped" a generation ahead...from the current Sonata NF/5th iteration.
        • 5 Years Ago
        Agreed, derivative, but Hyundai knows how to pick the better bits inside and out. I saw a white genesis coupe yesterday, it looked a lot better in person than I had expected. Easily on par with the various other Japanese coupes in and above its price.
        • 5 Years Ago
        I probably won't go as far as "good looking" (due to the overstyled grille) - definitely a striking package, otoh.

        There are some photos of a dark blue Sonata w/ a color-coordinated painted grille floated aroung - which looks a lot better.

        But yeah, too many automakers (Acura, Ford, Nissan, Toyota/Lexus, etc.) want to make a bold/distinctive statement w/ their grilles and the end result ends up being not so great
      • 5 Years Ago
      Hyundai is starting to build cars that people want to buy.

      Think about it - if this gets the 3.8 V6 at 300hp, 6 speed auto, glass roof, leather, etc for $32k or less (sticker) it will be unbeatable. The only thing that will stop people, whether they admit it or not, will be the brand snobbery. Meanwhile they already have LG refrigerators and Samsung TVs and cell phones... I guess it's easy for me because I live in Queens so I am used to seeing beautiful things of Korean origin ;->>

      in 1980 Hondas were still regarded as inferior in the US - 10 years later the NSX was released. It doesn't take that long....
        • 5 Years Ago
        Well guess a few remember GoldStar. MikeW, Kia has already said 277HP for the 3.5 in both the VG and the '10 Sorento. Also, the Hyundai media site had a release, since removed, stating 276HP for the '10 Santa Fe. So I'd say 275-277 on Regular.
        • 5 Years Ago
        Don't expect 300HP. It's almost certain this, in the U.S., will have the same 3.5L V6 that the 2010 Sante Fe and Sorento will be sporting. 277HP is the figure that's been tossed around the most.
        • 5 Years Ago
        I'd be surprised, happily, if they get 277hp.
        The cylinder bore is smaller (92x87) than Toyota's 2gr-fe (94x83)
        If the new Sonata has electric power steering, then maybe 277hp.
        On premium gas, like the 375hp rating of the Genesis V8?
        • 5 Years Ago
        BWZD7P2@

        LG was called GOLDSTAR
        • 5 Years Ago
        Since you've brought up LG, remember they did change their name. I wonder how many people on here even know the name they first used in the U.S.
      • 5 Years Ago
      LG Group founder Koo In-Hwoi established Lak-Hui Chemical Industrial Corp. in 1947.[3] In 1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became the first Korean company to enter the plastics industry. As the company expanded its plastics business, it established GoldStar Co., Ltd., (currently LG Electronics Inc.) in 1958.

      In 1959, Goldstar produced South Korea's first radio. Many consumer electronics were sold under the brand name GoldStar, while some other household products (not available outside South Korea) were sold under the brand name of Lucky. The Lucky brand was famous for its hygiene products line such as soaps and Hi-Ti laundry detergents, but most associated with its Lucky and Perioe toothpaste.

      In 1995, so as to better compete in the western market the company was renamed "LG", the abbreviation of "Lucky GoldStar". More recently, the company associates its tagline "Life's Good", with the letters LG. In January 2009 LG was able to buy the domain name LG.com - It is now among the list of large corporations to own a two letter domain name.[4] The amount of the transaction remains confidential.

      LG Electronics was really Goldstar Electronics until they merged the name of "Lucky" and "Goldstar" and shortened it to LG.
      • 5 Years Ago
      The current Sonata has been edging closer to the Accord/Camry--this one blows em both away at least from an aesthetic standpoint. Considering this is supposed to occupy the grocery-pusher segment, it's far and the way the most attractive in its class.
      • 5 Years Ago
      Even if it's a very competitive car in it's class... I wouldn't drive one just because they ripped-off styling elements from other cars. But as their other offerings, especially the GenCoupe, it probably isn't all that competitive to begin with.
        • 5 Years Ago
        Vlad the Obtuse...

        It was a facetious comment (just like how people, you likely being one of them, kept saying the Equus "ripped off" the LaCrosse even though both were designed roughly at the same time).

        And while "Hofmeister" may be a big word for your wee, pea brain, it's not for me.
        • 5 Years Ago
        Don't drive the CC - ripped off the CLS.

        Don't drive the Accord - ripped off '08 Sonata, BMW Hofmeister kink and Saturn

        Don't drive the new XJ - ripped off the 2011 Sonata (note the similar greenhouse/C-pillar - way more similar than the Sonata is to the CC/CLS), Bentley and Kia.

        Don't drive the G8 which ripped off the previous gen BMW 5 Series.

        Don't drive the Passat, Subaru Legacy, Infiniti G37 and a whole host of others which ripped off BMW's Hofmeister kink.

        Don't drive the Lancer which ripped off Audi.

        Don't drive the E Class which ripped off the Lexus GS (which, in turn, had previously ripped off Buick).

        Don't drive the LaCrosse - ripped off a no. of makes; and so on and so on.

        Say what you want, but the overall exterior of the 2011 Sonata really looks like nothing on the road today.
      • 5 Years Ago
      At this point the best looking Asian sedan in this class is this car. Honda doesn't have a styling clue anymore apart from the Accord coupe, Toyota is Toyota, the Altima needs a restyle and the new Mazda6 tries way too hard and wears too much black plastic on the front end. I'll certainly test drive this when I'm shopping next year 9and add some Eibach springs if I buy it.
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