Hyundai has pulled the plug on the Sonata luxury sedan after a decade long in the run in the Indian market. Negligible sales and a shrinking market for mainstream luxury cars have been cited as the reason for its discontinuation.
The first-generation Sonata with its Jaguar-esque looks caused quite a stir when its was was first launched in 2001 and it even gave the Honda Accord a good run for its money.
The second-generation Sonata Embera, which was launched in 2005 was not as popular as the earlier model, despite being the only Sonata to come with a diesel engine. However, the Embera’s understated looks did not find favour with style conscious buyers and, with more credible rivals like the Camry and Superb in the fray, the Sonata failed to make any impact.
Hyundai didn’t give up and launched the third-generation Sonata in 2012. The design was based on Hyundai’s fluidic sculpture styling language, which meant it looked terrific. However, by now it was clear that Hyundai did not have the brand image to attract luxury car buyers who preferred the snob value offered by German marques.
In the last six months, Hyundai hasn’t been able to sell more than 10 Sonatas a month, which is proving to be too insignificant a number to continue retailing the car.
Though Hyundai has vacated the luxury segment for the moment, it is evaluating other models for India, which could fill the gap. The company is closely studying the feasibility of the Azera or the Sonata Hybrid, which is based on the next-generation Sonata sedan for the Indian market.
Viraaj Bhatnagar
Uday Singh
Suraj Viswanathan
Lenny D'sa
Saptarshi Mondal
