Sonata again makes waves(HYEUN-DAI)

When asked for one word that represents Hyundai Motor Co., what would people around the world say? Hyundai officials want to hear one answer: Sonata.

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The midsize sedan is indeed a time-tested product. Since its introduction in 1985, it has dominated Korea's midsize market. It is also the top-selling model of Hyundai's global sales.
When introducing the fifth-generation Sonata in September, Hyundai once again declared the model was the crown jewel in its global strategy. "Just like Honda's Accord, we will make every effort to promote the new Sonata as our flagship brand worldwide," said Hyundai's Marketing Director Lee Jong-woo.
Hyundai spent 290 billion won to replace all major features, such as the engine, in the new Sonata. Company officials say the model is designed to challenge world-leading midsize cars, such as Toyota's Camry and Honda's Accord.
"It is obviously one notch up from the current EF Sonata model. The new version is far better equipped to compete in overseas markets than previous Sonata incarnations," said Park Sung-jin, auto analyst at Woori Securities Co.
The model also reflects Hyundai's desire in moving up. In promoting the new Sonata, Hyundai highlights the 2,400-cc version over the 2,000-cc. The carmaker will soon introduce the bigger 3-liter model first in the U.S. market. "We want to sell the Sonata as a premium midsize," Lee said.
According to industry sources, the Sonata consolidated its top place in local auto sales from January to October, with 76,505 units sold for a 10.7-percent market share. It now has more than 45 percent of the nation's midsize market.
Pointing to its unrivaled popularity here, industry analysts say there are more than 1.1 million Sonatas on the nation's roads.
"I first bought a Sonata when I started my own business in the late 1980s. I have so far driven three different Sonata models and have never been disappointed with its quality. I think it's the one car that can represent Korea," said Lee Hyun-kook, a 45-year-old restaurant owner in Seoul.
By Kim Tae-gyun