Hyundai Azera Succeeds as Near-luxury Sedan

Hyundai is an unabashed upstart. The South Korean automobile manufacturer first entered the U.S. market just two decades ago with a small entry-level car called the Excel that had a low price but quality to match. It was not an auspicious debut; something like a Fourth of July rocket that quickly fizzles. But Hyundai managed to keep from crashing. Along the way, it caught hold of itself and started producing better cars, always with a price advantage. It also insinuated itself into other territories: compact, sports coupe, midsize and SUV. To ease consumer concerns, it instituted a fiveyear, 60,000-mile warranty, with coverage for 10 years or 100,000 miles on the engine and transmission. That was accompanied by a realization that customers tire quickly of returning to the dealer for fixes, even if they are covered, so Hyundai made a major push to improve quality. It paid off, to the point where the company was able to build a modern new manufacturing plant in Alabama, where it manufactures the mid-size, highly rated Sonata sedan. Even with that, Hyundai has managed to maintain a price advantage over competitors, though it is dwindling. Now, without so much as a by-your-leave, the upstart is invading a province that has been dear to the bottom line of American manufacturers, as well as some foreigners: the large, near-luxury sedan. The engine of this endeavor is the all-new 2006 Azera, which replaces the XG350 as the flagship of the Hyundai automobile lineup. It competes with the likes of the Buick La Crosse and Lucerne, the Nissan Maxima and the Mercury Montego, but its real target is the new Toyota Avalon. With front-wheel drive and 107 cubic feet of passenger space, the Azera matches the Avalon. But its trunk, at 17 cubic feet, is bigger than the Avalon's 14 cubic feet. Overall, the Azera is 5 inches shorter than the Avalon, and it weighs slightly less. Critics have referred to the Avalon as the Lexus of Toyotas, and the description is apt because of the luxury surroundings inside. The Azera sought to match that, and it largely succeeded. The interior combines quality materials with tasteful design, and features such touches as a wood-and-leather steering wheel on the Limited model. But the Azera does fall short of the Avalon in several areas, notably in the back seat. Where the Avalon has a flat floor and ample room for three people, enhanced by reclining seatbacks, the Azera offers commodious accommodations only for the outboard passengers. The center position is a perch, and the person exiled there must straddle a hump in the floor. Moreover, a navigation system was not available at the introduction, and XM satellite radio is not scheduled for installation until the fall of 2006. Hyundai partially makes up for any shortcomings by featuring a low price and continuing its extended warranty. The base price of the new Azera SE is $24,995 and, even with a full load of options, the upscale Limited model tops out at $30,380. The standard equipment is extensive: 263-horsepower V-6 engine, five-speed automatic transmission with manual-shift mode, electronic stability and traction control, antilock brakes with brake force distribution, side air bags and side-curtain air bags, remote locking with an alarm system, dual-zone automatic climate control, audio system with CD player and MP3 capability, cruise control, and power windows, seats and mirrors. The Limited adds such luxury touches as leather upholstery, 17- inch alloy wheels, daytime-lighted instruments and a power rear sunshade. Options include a power sunroof, a motorized tilt-and- telescope steering wheel, power-adjustable pedals, an upgraded audio system and a six-disc in-dash CD changer. With its luxury orientation, the Azera is a fine road car with a suspension system that is biased toward a ride that is resilient without being floaty. Bumps and other road imperfections are handled with aplomb. Although it does not handle like a sports sedan, the Azera acquits itself capably on twisting roads. Up front, the seats are large, supportive and comfortable, with power lumbar adjustments on the Limited model. The controls impart tactile sensations of quality, and the automatic transmission shifter, in particular, has a satisfying feel. The 263-horsepower V6 is quiet and smooth, and offers plenty of power for passing and freeway merging, though it doesn't provide snappy acceleration. The emphasis is on smooth surges of power, enhanced by the unobtrusive five-speed automatic transmission. The transmission has a manual-shift mode, which is a bit of overkill in a family/luxury car. It's not too likely many owners will decide to play as rally drivers and shift for themselves. At the same time it introduced the flagship Azera, Hyundai also unveiled a brand-new Accent, which is its entry-level economy model, starting at less than $11,995. Robert F. Cosmai, the president and CEO of Hyundai of America, calls them "the bookends of our brand." As recently as seven years ago, Hyundai's total U.S. sales barely topped 90,000. In 2006, the company expects to sell more than half a million cars and SUVs. That will certainly take it out of the upstart class and into the establishment. (C) 2006 Albuquerque Journal. via ProQuest Information and Learning Company; Source MotorTrend.com Always remember to visit for latest deals available Gary Rome Hyundai , Hyundai Accessory Store and Hyundai Performance Auto Parts.