South Korea’s largest automaker continues making inroads here in the states.
This past March, Hyundai’s brand-new, state-of-the-art assembly plant in Montgomery, Alabama churned out its first vehicle, the totally redesigned 2006 Sonata mid-size sedan. This is Hyundai’s first assembly plant in the United States and the company invested $1.1 billion to the project. Future plans include assembling the next-generation, mid-size Santa Fe sport utility at this facility.
Hyundai now ranks as the fourth best-selling import brand in the United States behind Toyota, Honda and Nissan. It owes its success in part to offering consumers nicely-equipped vehicles priced thousands of dollars less than many comparably equipped competitors. The company plans to introduce seven new or totally redesigned vehicles during the next 24 months (including Sonata and Santa Fe).
As rosy a picture as Hyundai paints today, less than a decade ago, sales in the United States reached an all-time low and the company was battling for its very survival. Hyundai’s U.S. sales in 1998 reached a low-point of 90,000 units. To add insult to injury, only 19 percent of Hyundai buyers were repeat customers.
The company’s turn around can be attributed in part to an extended powertrain warranty putting the public’s concerns about long-term mechanical malfunctions at ease. The company’s commitment to quality issues coupled with the warranty enabled sales to reach 418,615 in the U.S. in 2004. It went from a niche player to a mainstream player according to Bob Cosmai, president and CEO of Hyundai Motor America. Now, close to 57 percent of Hyundai shoppers are return buyers.
The mid-size, sedan category is a high-volume, highly competitive segment here in the United States. While the Toyota Camry and Honda Accord lead the pack, the Chevrolet Malibu, Nissan Altima and the soon-to-arrive Ford Fusion offer consumers several competent options.
Hyundai invited about 80 automotive journalists to the winding rounds of the San Francisco Bay area to sample the 2006 front-wheel-drive Sonata. One of the first nuances to catch one’s eye is the size; the 2006 version is two inches longer and two inches taller. In fact, with 121.7 cubic feet of total interior volume, it’s considered a ‘large’ sedan by government standards (120 cubic feet is the traditional dividing point between mid-size and large). Despite larger dimensions, the 2006 version actually weighs less than its 2005 counterpart.
From an exterior styling point, this four-door sedan continues with a conservative flair. The hood has a concave design and the rear deck lid is abruptly short. Narrow, rectangular headlight housing flank the grille with Hyundai’s “H” logo prominently displayed front and center.
Two all-new powertrains are available: a 2.4-liter four cylinder engine delivering 162 horsepower (up substantially from the 138 horsepower in 2005), or a 3.3-liter V-6 with dual exhaust cranking out 235 horses (upgrading the 2005 2.7-liter V-6 with 170 horses). Both feature multi-port fuel injections and require regular unleaded fuel. Three trim levels return from the previous generation Sonata: entry GL, mid-level GLS and top-line LX. The four-cylinder engine is standard in GL and GLS while the six-banger is standard in LX and optional in GLS.
Hyundai estimates GL will account for 20 percent of sales while GLS will generate 55 percent of sales.
Inside, the added dimensions enable three average-sized adults to sit in reasonable comfort in back. Headroom is generous and gauges and buttons are logically arranged. Cloth seating comes standard in GL and GLS while leather surfaces are the norm in LX.
A five-speed manual transmission is available only in the entry GL. Hyundai estimates only about 3 percent of Sonata sales last year were ordered with manual transmission. All automatic transmissions include a ‘shiftronic’ feature allowing drivers to manually shift gears without a foot clutch if so desired.
Pricing starts at $17,895 for a GL with manual transmission. The most opulent version, a V-6 LX checks in at $22,895. Prices are exclusive of a $600 destination charge. All models come standard with a goodly number of safety features including six air bags, anti-lock brakes, keyless remote with alarm and for the first time in the mid-size sedan segment, electronic stability control with traction control. Also standard is an active front head restraint to help prevent whiplash during accidents.
Also standard in all editions are air conditioning and cruise control (a first for the entry GL) along with power door locks, power heated side view mirrors and compact disc/MP3 sound system
“We’re proud of the value equation we’ve engineered into the all-new Sonata with pricing that’s $2,000 to $4,000 below comparably equipped mid-size competitors,” added Cosmai.
During the few hours behind the wheel, Sonata handled the twisting roads of Northern California better than expected. Head room was adequate and no body fatigue was encountered.
Hyundai’s new Montgomery facility will churn out V-6 Sontatas exclusively until later this summer when four-cylinder production gets fired up. In the mean time, Hyundai will import four-cylinder editions from South Korea for sale.
The 2006 Sonata is now arriving at Hyundai’s 650 nationwide dealerships. |
