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Following the flagship sedan Grandeur, Hyundai's long-standing representative mid-size sedan, the Sonata, faced harsh criticism for its design after the launch of the eighth generation Sonata in 2019, earning it the nickname "Mackerel Sonata." It suffered significant damage to its image, even losing ground to competitors like the Kia K5 in the domestic mid-size sedan market.
In response, Hyundai made headlines with a completely revamped design for the 2023 facelift (minor change), which resembled a full redesign. The eighth-generation Sonata facelift, reminiscent of a "RoboCop face," drew attention as it shared design elements with other new models Hyundai introduced at the time, such as the Staria, Grandeur, and Kona.
The dramatic design change of the eighth-generation Sonata facelift, dubbed "Sonata The Edge," appears to have been influenced by its sibling and eternal rival, the Kia K5. Once a beloved national car, the eighth-generation Sonata, which suffered due to its design, has made a comeback at this pivotal moment, allowing it to fiercely compete with the third-generation K5.
Meanwhile, with the launch of the eighth-generation Sonata facelift "Sonata The Edge," Hyundai appears to have adjusted its sales strategy. By emphasizing a so-called "value for money" approach, Hyundai differentiates the Sonata from the flagship sedan Grandeur, which focuses on luxury, while establishing a unique position through design and product differentiation compared to the compact sedan Avante. As a result, Sonata has emerged as the leading sedan in domestic sales, driven by the highest growth rate.
On the 16th, Hyundai reported that as of November, Sonata sold 6,658 units domestically, marking a 36% increase compared to the same period last year. During the same timeframe, it outperformed the Avante (5,452 units) and Grandeur (5,074 units), reclaiming its title as the top-selling sedan and reaffirming its status as a national car.
Additionally, the Sonata has seen significant sales growth in the global automotive market. In November, Sonata sales in the U.S. surged over 200% year-on-year, reaching 6,971 units, achieving its highest sales record. From January to November this year, Sonata's cumulative sales in the U.S. reached 61,701 units, a 46% increase compared to the previous year. Once rumored to be discontinued, the Sonata has made a spectacular turnaround with its redesign, showcasing the pride of South Korean mid-size sedans.
Furthermore, Hyundai has launched the "Sonata Taxi," the only dedicated taxi model among domestic internal combustion engine mid-size sedans, to boost Sonata sales in the first half of this year. This model features enhanced durability and differentiated product offerings, catering to the domestic taxi market. Compared to the previous Sonata New Rise Taxi, it has an extended wheelbase of 70 mm, providing a more spacious second-row area for a more comfortable passenger experience, garnering significant attention in the domestic taxi industry.
Additionally, the Sonata Taxi is manufactured by Beijing Hyundai Motor Company in China, and the contracting and delivery processes, as well as after-sales service, have the same restrictions as domestically produced vehicles. The vehicle's price starts at 22,540,000 KRW (approximately 16,800 USD).
The newly unveiled "Sonata The Edge," a full redesign of the eighth-generation Sonata, showcases a sleek, linear design and advanced convenience and safety features that set a new standard in the domestic mid-size sedan market. It presents a sophisticated and sporty appearance, reflecting its unique character.
Notably, the front features an integrated design combining the headlamps, radiator grille, and air intake, emphasizing a dynamic and wide image. The daytime running lights (DRLs) are designed as a "seamlessly connected seamless horizon lamp," enhancing the futuristic feel.
The side profile features a low front end and a long hood that creates a smooth roofline reminiscent of a fastback, completing the sporty image and giving the vehicle a dynamic posture that suggests it could leap forward at any moment. The rear design, with its sleek rear spoiler garnish, evokes high-performance sports cars, while the "H light," a horizontal lamp with an H shape, unifies the design with the front's horizontal lamps, emphasizing a futuristic and stable image.
Now, the Sonata facelift "Sonata The Edge" has firmly established itself as the representative mid-size sedan of South Korea. With the recent launch of the "2025 Sonata The Edge," it has officially commenced sales, evolving into an even more attractive mid-size sedan. This year’s model has relocated the fingerprint authentication feature from the left side of the cluster to the top of the center console, making it accessible for the passenger seat. Additionally, it has applied an after-blow function to the manual air conditioning system and modified the logic for the heated and ventilated seats to operate from high to low settings, carefully incorporating customer feedback to enhance its product value.
Furthermore, Hyundai has made efforts to rationalize pricing by reducing the sale price of the top-tier Inspiration trim of the gasoline model by 200,000 KRW (approximately 150 USD). The Sonata’s price starts at 28,310,000 KRW (approximately 21,000 USD) for the Smartstream gasoline 2.0 model, while the Sonata Hybrid starts at 32,400,000 KRW (approximately 24,600 USD), reflecting tax benefits.
Meanwhile, a Hyundai representative stated, "We confidently present the 2025 Sonata The Edge, which has been enhanced based on careful consideration of customer feedback." They added, "The 2025 Sonata The Edge will further solidify its status as the representative mid-size sedan of South Korea," drawing attention to the new changes Sonata will showcase in the future.
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