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2010 Hyundai Azera/Grandeur official renderings – Click above for image gallery

Once derided as a budget brand, Hyundai has been campaigning a relentless march up-market over the past few years with the likes of the Genesis and the Equus. Beneath them sits the Sonata – an impressive new vehicle to be sure – but there exists a wide gulf between these models, and it's the Azera's job to fill that gap with a larger-than-Sonata front-wheel-drive sedan.

Now in its fourth generation, the current Azera – also known as the Grandeur in some overseas markets – looks rather dated and unremarkable nestled in between its flashier stablemates and has been on the market since 2005. We've seen spy shots of its fifth-generation replacement undergoing testing, but Hyundai has now released the first batch of official images showing us what to expect from the new model.

As you can see for yourself in the gallery below, it looks promising, applying the Korean automaker's "fluid sculpture" design language to a new shape that's expected to arrive sometime in the new year as a 2012 model. Accompanying announcement after the jump.

[Source: Hyundai via WCF, Hyundai-Blog]
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Hyundai Grandeur
  • Hyundai retains "Grandeur" name, continues the brand tradition since 1986
  • All-new Grandeur reflects Hyundai's `fluidic sculpture' philosophy, exuding an overall refined and dynamic image
  • Grandeur combines tradition and high technology, setting a new standard for premium large sedan segment
Hyundai Motor Company today unveiled rendering images of its premium large sedan, the new Grandeur - badged as Azera in some markets outside Korea.

Grandeur, which signifies magnificence or greatness, was first launched in 1986 in Korea as the company's first premium luxury sedan. Hyundai has retained the name Grandeur to continue this successful tradition.

The all-new Grandeur, now in its fifth generation, was developed under the concept of harmonizing tradition and state-of-the-art technology. As a result, the new model is expected to set a new standard for premium large sedans.

The exterior rendering reflects a `Grand Glide' concept, or an image of a bird gracefully gliding across the sky. The front of the car has a bold grille, emphasizing the car's premium look. The side part consists of elegant and flowing lines that exude an overall dynamic image. The rear side conveys a futuristic look through stylish LED lamps and the voluminous wide rear bumper.

Featuring a more striking and distinctive look than its predecessors, the new Grandeur, with its combination of traditional concepts and modern design and technologies, is expected to create a sensation in its class.

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    • 1 Second Ago
      • 4 Years Ago
      This car is the answer to a question no one asked. Does Hyundai really need this car??? I think the current line up looks very competitive as it is without adding this thing..
      • 4 Years Ago
      With the Azera, Genesis and Equus, Hyundai has a nice luxury line-up. Perhaps they should have started a second luxury brand to market this cars. Let's be serious, the Equus would sell much better if the name of the brand was something other than Hyundai.

      Hmm, Acura is a luxury brand without competitive luxury vehicles, while the Azera, Genesis and Equus are luxury vehicles stuck to a non-luxury brand. I could see some tie-up....
      • 4 Years Ago
      I was hoping for something RWD, something to compete against the CTS, 3-Series.

        • 4 Years Ago
        Right now you have the Genesis for that, although a smaller RWD sedan is supposedly coming soon.
      • 4 Years Ago
      That actually looks quite nice, although what's with the KIA grill?? Not exactly the way to move up-market...
        • 4 Years Ago
        Glad I'm not the only person to notice the Kia grill.
      • 4 Years Ago
      So Hyundai has the Sonata, Azera, Genesis, and Equus? That's quite a lot of sedans. I think Hyundai needs a luxury brand all its own, otherwise there is just too much crowding between luxury and standard vehicles in the same or similar size class. It's kinda like Lexus having an ES, GS and LS with one more thrown in for good measure and the ES being just a standard Camry.
        • 4 Years Ago

        Now might be the best time to do it as well. Pick up those shuttered Pontiac, Saturn, Chrysler stores for cheap and turn them into something great.

        Hyundai has some killer vehicles which are an outstanding value, but they somewhat blend into eachother under the Hyundai name. The new Azera, Genesis sedan, and Equus could all fall under the new luxury marquee. They could also make a luxury version of the Veracruz and Kia Borego.

        It might be too large of an expenditure to do all of this though.

      • 4 Years Ago
      Here is a picture of the rear styling in the raw. Not bad.


      • 4 Years Ago
      WOW! This car looks great! Somebody mentioned earlier about a rumor about this "possibly" getting all wheel drive. Please, I'm begging you, don't hype me up:) If this does come with all wheel drive, I'll buy it. I'm not expecting awd myself though so we'll see. Even with just front wheel drive, I would seriously consider buying it. AWD would be icing on the cake to me.
      • 4 Years Ago
      Stop trolling,Jake.
      • 4 Years Ago
      I still am not a fan of the fluid styling. They all look over styled to me. The sonata reeks of a camry that got some ripples put in it. This looks about the same level of over styled. Personally, it looks cheaper, more tin foily than the one before it. Same for the sonata.

      Each to his own.
      • 4 Years Ago
      Don't get me wrong, I think this is a good-looking car, but Hyundai's gonna be like Audi (the A6 is a long A4, the A8 is a long A6, etc.) if they keep this up. They're good designs, but after seeing this car, in my eyes they've gone from "Whoa, THAT'S a Hyundai?!" to "Oh, look, another Hyundai..." Each new vehicle with this design language is gonna slightly dilute the appeal and "Whoa, that's awesome!" emotion of each previous vehicle.

      That's not Hyundai's fault, of course. They've found something that works, so they'd be stupid not to keep it up. I guess my reaction is just due to human nature (or whatever it is that makes people tire of a certain thing after getting too much of it), and being a car guy doesn't help that in any way.

      I hope Hyundai succeeds with this and their other vehicles. But I also hope they've got other design ideas up their sleeves, because this design language will inevitably become stagnant through age and/or overuse, and I'd hate to see Hyundai become a victim of its own success.
      • 4 Years Ago
      Similar to the Sonata, but I think it works better.
      • 4 Years Ago
      It's a nice take on a larger version of the Sonata, but what will they do to truly set it apart from it's smaller sibling. I've heard of the supposed 3.0L, 3.3L, and 3.5L GDI V6 engines that Hyundai has in their stable, along with a Haldex AWD system waiting in the wings, and the 8 speed AT. Hopefully these are combinations that will play a part in this car or it'll just be another big FWD barge which people will just pass on because there's no justification for the additional cost.
        • 4 Years Ago
        A V6 and AWD would be nice, but I would settle for just a string V6. Oh keep the Electro-Luminescent Gauge, no pods...so tired of them.
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