Azera gives Hyundai a credible full-size sedan

During the 90s manufacturers tried to be everything to everybody, yet, in the new millennium, are returning to their roots; crafting a core lineup around familiar strengths.

In its earlier years, Hyundai was known as much for reliability issues as value-priced transportation. Fortunately, reliability and build quality have improved substantially and the throwaway Excel is a distant memory. Though the company is still known more for practical vehicles than anything else.

Enter, the Hyundai Azera, the Korean automotive giant’s new flagship sedan. Although Hyundai’s new slogan, “A Hyundai like you’ve never seen” debuted on the redesigned Sonata, it really strikes a chord with the new Azera.

It is not surprising that Hyundai replaced its uninspiring XG350 with the Azera, rather than redesign it and keep the same name. Vehicle manufacturers often use alphanumeric names when their brand carries more weight than any individual model. Consumers do not buy an LS400 or an S500; they buy a Lexus or Mercedes.

To the contrary, traditional names shift emphasis from the manufacturer to the vehicle. An Accord or Camry owner does not say they drive a Honda or Toyota.

This was probably Hyundai’s M.O. in transitioning from the XG to the Azera. In addition to its woeful sales numbers, the XG cannot hold a candle to its replacement, and the lack of a direct association can only help the new flagship, a legitimate luxury sedan with features, performance and road manners of a car costing thousands more.

While the rest of Hyundai’s lineup follows a formulaic Japanese-inspired design model, the Azera stands out as a sleek, beautifully designed ride with flowing lines and just enough bling to give it street cred in the ‘hood and legitimacy in the ‘burbs.

The “Limited” model turns a solid premium sedan with many features into a respectable entry-level flagship that, according to Hyundai Vice President of Product Development and Strategic Planning John Krafcik, allows the buyer to “feel good, not guilty” about their purchase.

Seventeen-inch rims on a stock Hyundai? Yes. High quality leather, real burlwood trim and navigation in a Hyundai? For sure. Automatic retracting rear sunshade, rain sensing wipers, and adjustable pedals in a Hyundai? No doubt. Throw in a tilt and telescopic steering wheel, electronic stability control, class-leading eight standard airbags, dual-zone climate control, power memory seats and an available 315-watt Infinity sound system and here is a Hyundai that defies its namesake.

The $27,000 opening price tag of the Azera positions it squarely in the heart of the mid-sized sedan market. It comes with a five-speed transmission and offers only one engine, a 3.8-liter 265-horsepower V6 that is impressive with its performance and refinement. The engine delivers more horsepower than almost all of its competitors (including the Buick LaCrosse and Ford Five Hundred) and is smooth and quiet with acceleration that is brisk in almost any circumstance.

When additional power is needed, the Azera experiences a noticeable delay before the transmission kicks down, but in Shiftronic mode, it is bold and gutsy. In doing so, it still maintains the refinement that can help it stand toe to toe with the competition.

But the Azera is not without its shortcomings. The front suspension is unrefined at times, transmitting a loose clunky sound on rough pavements at slow speeds. It is here that the smooth solid feel of the Azera is disrupted. Additionally, road noise at highway speeds and beyond are pronounced, perhaps a result of the V-rated Michelin rubber it rolls on.

Despite this, the Azera is a solid, respectable sedan that will compete in the mid-sized sedan market if consumers can get past the value stigma of its nameplate. The mid-luxury market is another question.

Kimatni D. Rawlins is the publisher of Automotive Rhythms, which test drives and evaluates new vehicles for urban consumers. For more on “The Urban Automotive Experience” visit http://www.AutomotiveRhythms.com.