There is no shortage of competition in the mid-size sedan market. From Japan, we have the Toyota Camry, Honda Accord, and Nissan Altima. And on the American domestic front, we have the new Chevy Malibu. Then, Hyundai, from Korea, unveiled its new 2009 Sonata at the 2008 Canadian Auto Show, with a more powerful engine and improved fuel economy, as its main weapons in the battle for market share. Sonata appeals to potential buyers by offering a refined design, reliability, and a number of standard features. The 2009 Sonata presents a value proposition that includes USB/iPod connectivity, dual front heated seats, sports suspension, an improved exterior, and a new engine. Hyundai is aiming to compete in this segment by packaging the Sonata as a safe and technologically advanced driving experience.
In an interview with The Epoch Times, Hyundai Canada Marketing and Sales VP John Vernile said, "Our brand of vehicles presents exceptional value, and we have seen high demand for them. Many families are finding them as good replacements for mini-vans."
A New More Efficient Engine
The 2009 Sonata comes with a second-generation 2.4-liter inline-4 cylinder Theta engine, which boasts higher output and improved fuel economy. Mated to a 5-speed automatic transmission, the gas consumption is listed as 22 mpg in the city and 32 mpg on the highway. This is more efficient than the 4-cylinder engines in Toyota, Camry, or Honda Accord. This second-generation Theta engine puts out 175 horsepower and 168 lb-ft of torque.
There is also an optional 3.3 L V6 engine capable of delivering 249 horsepower and 229 lb-ft of torque. With the V6 engine, gas consumption is rated at 19 mpg in the city and 29 mpg on the highway, which is still lower than the Honda Accord and Chevrolet Malibu and remarkable for a mid-size sedan. The V6-equipped Sonata automatically comes with the 5-speed Shiftronic transmission, which allows both automatic and manual gear selection.
High Quality Exterior With a Comfortable Interior
The exterior changes are subtle, including a new front bumper, redesigned grill, headlights, and wheels. The holding capacity of the cup holders has also been increased.
The newly designed centre console and gauges are borrowed from the Veracrus. The 462 litre storage space is 8 per cent more than that of the Camry and 16 per cent more than the Accord. Standard equipment on the 2009 Sonata includes an auxiliary audio input, which contains both a 3.5 mm jack and a USB port. Music stored on iPods and other flash memory can be played through the USB port over the 6-way audio system. Other improvements include dual-zone climate control and independent heating control for the front seats.
Improvements have also been made in the area of safety. "We made sure we put enough safety into it," said Vernile. "When people drive with their family, everyone wants to ensure their safety through things like stability control, anti-lock brakes, and airbags."
Not Afraid of Competition: High Hopes for 2008 Sales
The 2009 Sonata will hit showrooms in March. "We have made big improvements to makes this car even more comfortable, so we have high expectations for the 2008 sales performance," said Vernile. "We have improved its power and fuel economy, so we should be able to break Sonata's current sales record."
When it comes to competing against the Camry and the Accord, Vernile said the Hyundai brand will compete on value.
"Our cars have more standard safety features, better comfort, and still remain more affordable. This is our advantage over Toyota and Honda. We offer the same quality, but our price is lower."