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I am Yunji, an automotive influencer.
The Hyundai Grandeur, also known as the 7th generation (GN7) "Dior New Grandeur," has been a bestseller since its launch in November 2022. Despite facing several quality issues early on, which were largely software-related rather than hardware problems, Hyundai quickly addressed these concerns through over-the-air (OTA) software updates. As a result, the Grandeur achieved impressive sales of 113,047 units in South Korea last year, making it the top-selling sedan in Hyundai's lineup.
Notably, the hybrid model significantly drove sales in 2023, accounting for over half of total Grandeur sales. The popularity of hybrid vehicles as practical eco-friendly options translated well to the Grandeur. With excellent fuel efficiency and lower maintenance costs, customers responded positively, contributing to the model's strong sales figures.
The Grandeur Hybrid's appeal isn't solely due to fuel efficiency. The 7th generation (GN7) Dior New Grandeur features the "E-Motion Drive" hybrid system, which enhances driving performance using an electric motor. This system includes "E-Comfort Drive," which provides a smooth ride over uneven surfaces, and "E-Dynamic Drive," which ensures stable performance during rapid acceleration and cornering. These features optimize the driving experience for domestic road conditions, reinforcing the Grandeur's reputation as a national flagship sedan.
In addition, the Hyundai Grandeur inherits design prowess and advanced technology from its predecessors, making it a popular choice for both family use and as an executive vehicle. The Grandeur especially caters to rear-seat passengers, featuring reclining seats and power-operated curtains that enhance comfort.
Meanwhile, to challenge the Grandeur's dominance, Kia recently launched the K8 facelift, "The New K8," sparking renewed interest in the domestic mid-size sedan market. Following the Genesis G80 facelift at the end of last year, the K8 facelift debuted in August this year. In response, Hyundai preemptively released the refreshed "2025 Grandeur" in June to maintain its competitive edge.
The refreshed "2025 Grandeur" now comes standard across all trims with the latest intelligent safety feature, "Lane Keeping Assist (LFA) 2." Additionally, Hyundai introduced "Steering Wheel Grip Detection" as a standard feature for all trims, enhancing the vehicle's basic offerings. LFA 2 improves lane centering performance by expanding the front camera's operational range and reinforcing steering control.
Furthermore, Hyundai expanded the scope of wireless software updates to include climate control systems, ensuring vehicles remain up to date with the latest features. Improvements also focused on safety, with features like vibration warnings for the R gear in the column shifter and the installation of an interior fire extinguisher for added passenger safety. Notably, the price increase for the vehicle has been minimized to 250,000 KRW (approximately $188 USD).
Notably, Hyundai paid special attention to the Grandeur's top trim, the Calligraphy trim, introducing new features such as a head-up display valued at 990,000 KRW (approximately $748 USD) and new pattern Nappa leather seats. Despite these upgrades, the price increase for this trim was limited to 830,000 KRW (approximately $624 USD), effectively making it a price reduction in terms of value.
Given the intense competition among luxury premium mid-size sedans, Hyundai's strategy appears to be a preemptive move. The newly unveiled K8 has shed its previous focus on value for money, rebranding itself with a luxurious image. This shift intensifies the competition among mid-size sedans like the Grandeur, K8, and Genesis G80, each offering unique appeal. With the new K8 facelift lacking a hybrid model, hybrid demand will likely concentrate on the Grandeur Hybrid for the time being.
Additionally, the price of the refreshed 2025 Grandeur is comparatively lower than the significantly increased prices of the new K8, making it appear more cost-effective. As a result, the second half of this year could bring significant changes to the domestic mid-size sedan market, depending on customer choices.
The "2025 Grandeur" will be available with two powertrains: gasoline and hybrid. The gasoline model starts at 37,680,000 KRW (approximately $28,400 USD) for the Premium trim, 45,050,000 KRW (approximately $33,800 USD) for the Exclusive trim, and 47,210,000 KRW (approximately $35,500 USD) for the Calligraphy trim. The hybrid model starts at 42,910,000 KRW (approximately $32,300 USD) for the Premium trim, 47,810,000 KRW (approximately $35,800 USD) for the Exclusive trim, and 52,440,000 KRW (approximately $39,500 USD) for the Calligraphy trim.
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