by Dan Lyons


Hyundai’s hot. The company’s U.S. sales are up 364% since 1998, and crested 400,000 per year in 2004. To put it in perspective, Hyundai has been the fourth largest seller among import brands (trailing only the big three of Toyota, Honda, and Nissan) for three years running. Small SUV’s played a big role in the company’s growth spurt. The popular Santa Fe was joined last year by the slightly smaller Tucson. The duo will became a trio in 2007, when a larger, mid-size SUV joins the lineup. (Note to Hyundai – Howsa ‘bout nixing those southwest names in favor of a nice, northeast handle for your new ute? May we suggest, “The Cropseyville”? The “Clums Corners”, perhaps?) Or, not.

Now, Hyundai’s expand-the-brand-plan is taking a giant step forward with the introduction of a new, flagship model called the Azera. Prices haven’t been finalized as of this writing, but it’s expected that an Azera SE will start at less than $25,000, while a fully loaded Limited will run you a little under $30,000. This is new territory for Hyundai - a premium car in a lineup known more for economy models – and Azera’s success depends on its ability to clear a couple of hurdles. First the competition is tougher in this twenty-thou sedan segment. As prices increase, so too do expectations. Then, there’s the matter of small car stereotyping. In much the same way that Volkswagen raised eyebrows when they began selling the high-line Phaeton, so too will Hyundai when they offer the step-up Azera.

The simplest way for Azera to be successful is to be good. And, after a first drive, my impression is that Azera is good. It is also large, and that’s logical. To be a proper flagship, you need a certain amount of size to carry it off. Rolling on a modified (stretched and strengthened) version of the Sonata platform, Azera is a little over 16 feet long, about 6 feet wide and weighs 3,629 lb. For comparison, that’s the same width and almost five inches shorter than the Toyota Avalon. It’s half an inch wider and less than an inch shorter than Nissan’s Maxima. It’s manageably sized, and that size allows Azera to have a roomy interior. The new Hyundai comfortably holds six footers front or back, and the trunk is a luggage swallowing 16.6 cubic feet (rear seats split and fold, too). Azera’s cabin is spacious and well appointed in both SE and Limited trim levels. The latter gets leather seating, along with a power rear sunshade and electroluminescent gauges. Both levels get standard comfort (dual front climate controls, dual power seats) and safety gear (Electronic Stability Control, Traction Control, ABS, Electronic Brakeforce Distribution and eight airbags). In the seeing and being seen department, Azera has an auto-dimming rear view mirror, woodgrain or metalgrain interior trim and distinctive, LED tail and brake lights. There are plenty of inboard storage bins, and all controls are easy to find and operate.

Azera’s engine is all new, and all aluminum. The 3.8 litre V-6 delivers 263 hp and 255 lb. ft. of torque. Coupled to a five speed automatic transmission, the company claims a 0-60 time of 6.5 seconds. My seat of the pants stopwatch confirms it - this flagship sails along nicely. EPA figures that you’ll get 18 mpg’s in the city, 27 on the highway. Azera has a stiff unibody structure and four wheel independent suspension. The chassis has generous amounts of stick, though it is tuned more for comfort than for sport. The power steering similarly shows luxury leanings, providing less feel through the wheel than a sport sedan would. Azera is quiet and smooth over the road.

As noted above, SE prices are expected to start at less than $25,000, while a full-boat Limited will be under $30k. Because of the amount of quality competition at the thirty-large level, the SE is the most attractive Azera. It offers a lot of comfort, safety and luxury features for the dollar. It also offers the luxury of a long warranty (5 years/60,000 miles bumper to bumper, 10 years/100,000 miles powertrain).

Azera is new ground for Hyundai, but it may also be a ground floor opportunity for buyers. After all, it wasn’t that long ago that people were scoffing about luxury lines from Honda, Toyota, and Nissan. And they’ve become the highly regarded Acura, Lexus and Infiniti lines.

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Numbers and Dollars
2006 Hyundai Azera
Price estimated at $25,000-30,000

Drivetrain
Engine: 3.8 litre V-6
Horsepower: 263 hp @ 6,000 rpm
Torque: 255 lb. ft. @ 4,500 rpm
Transmission: five speed automatic

Weights and Measures
Wheelbase: 109.4" Height: 58.7”
Length: 192.7” Weight: 3,629 lb.
Width: 79.8” Weight/power: 13.8

Interior

Head Room: 40.2” f, 38.2” r Leg Room: 43.7” f, 38.2” r
Trunk capacity: 16.6 cu. ft.

Chassis

Suspension: Independent, F & R
Brakes: Four wheel disc, ABS standard
Tire size: 225/60HR16 all season

Mileage
EPA city/highway mpg - 18/27

Warranty
5 years/60,000 miles – bumper to bumper, limited
10 years/100,000 miles – powertrain, limited

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