Hyundai, too, is moving up in the world, hunting for buyers on land belonging to Honda and Toyota. The new Azera is everything an entry-level luxury car should be. And with prices between $24,335 and $26,835 ($30,385 fully loaded), it's a heck of deal.
First Glance: Is this really a Hyundai?
If it wasn't for the chrome H on the grille, it'd be hard to tell the Azera is a Hyundai -- though there's a slight family resemblance to the Sonata, which itself would make a decent stand-in for Honda's Accord. Two elements one would expect to clash -- the slightly rounded fenders and liberal use of chrome -- actually work quite well. All in all, the Azera is handsome and understated, quite a leap considering the styling of Korean near-luxury cars like the Kia Amanti and the outgoing XG350, which to me always looked like parodies of what Korea thought we wanted in luxury cars. The Azera certainly passes the Los Angeles valet test (it doesn't make you want to hide behind the bushes when the valet brings it around). It's the sort of car that's sure to attract the neighbors -- but even more enjoyable will be the look on their faces when you tell them it's a Hyundai.Matter of fact, the surprise-the-neighbors effect is exactly what Hyundai had in mind. That's why you'll find goodies like LED taillights (brighter and faster to light up than typical bulbs), an electrically-retractable rear window sunshade, and airbags everywhere -- goodies you'd expect to find in a Lexus or a Mercedes, not in a sub-$30k car.
In the Driver's Seat: How Japan does it--Just think twice before calling shotgun
If you ask me, the most important part of a car is the interior -- the bits and pieces that we owners have to touch, push, pull, turn, flip, sit in, step on, look at and look through every day. The Japanese understand this, and the Azera shows that Hyundai does too. I've always thought that Toyota and Lexus had the best touchy-feely bits; amazingly, the Azera achieves that same level. The Azera's interior (cloth seats for the Azera SE, leather for the Azera Limited) is trimmed with both fake wood and metal. Oddly enough, the combo looks good.
For my test drive of the Azera, I paired up with writer Chris Amos of Automotive Rhythms. At 6'3", Chris towers over my slightly overfed 5'6" frame, yet we both had similar opinions. The front seats were very comfortable; Chris had no problem finding a good driving position, though I needed the electric tilt/telescope wheel and adjustable pedals which come only in the Azera Limited with the Ultimate Luxury package.
Both of us thought the front passenger seat was too low; I had trouble finding a comfy position for my legs. With said seat all the way back, there was a surprising amount of room in the back -- plenty of headroom for Chris, but I could have used a bit more toe space.
On the Road: More Avalon than Maxima
Hyundai designed the Azera for a driving experience midway between the cushy Toyota Avalon and the firm, sporty Nissan Maxima. Sorry, Hyundai, but this is no Maxima. The ride is soft and not particularly sporty (though considering Korean tendencies towards waterbed-like springing, it's a huge improvement). The steering is very precise just off center but doesn't dart side-to-side with a gentle turn of the wheel. Nice. In the curves, though, it feels a bit disconnected.
Power-wise, Azera definitely looked to the Maxima, with a new 268 horsepower 3.8 liter V6. Hyundai's estimates it'll launch the Azera to 60 MPH in a sports-car-like 6.5 seconds. Piloting the Azera through the gentle curves and hills north of San Diego, Chris and I found the engine's silence impressive, especially since were were making liberal use of the Azera's power reserve for passing and hillclimbing. The 5-speed automatic transmission (standard equipment) did an excellent job of staying in a lower gear on upgrades, rather than hunting back and forth between gears like many automatics. All in all, it's such an outstanding powertrain that one micht expect to find a "Made In Japan" label under the hood. (You won't, though -- the Azera is built in Korea.)
Journey's End: First-class seats at a coach-class fare
Not long ago, Korean cars were seen as cheap alternatives to the mainstream. Today the average price paid for a 2006 Hyundai Sonata is just below that of a Camry, Accord or Altima, but while 80% of those cars have cloth seats and 4-cylinder engines, 40-50% of new Sonatas have leather and V6 engines. The Azera takes it to the next level, rivaling premium cars like the Toyota Avalon (with a few Mercedes-like touches) for the price of a top-of-the-line Camry.
One problem: Hyundais have lousy resale values. If you only keep the car for a few years you may not save much in total outlay. Goodness knows that ought to change. I'm sure it will; after all, people laughed at the first Hondas and Toyotas to arrive on our shores. Today, Honda and Toyota rule the American marketplace and Hyundai is following in their footsteps. Their new plant in Alabama will soon produce 50% of the Hyundais sold in America, and the Azera shows that they're sharply tuned in to the American consumer.
All in all, the Azera is a serene commuter and a comfortable cross-country cruiser. If you're one of the people who wouldn't consider a Hyundai, go test drive the Azera. I bet you'll be impressed -- and perhaps you, too, will find yourself moving up in the world.
