Hyundai withdraws Sonata, may bring in Azera, Sonata Hybrid

Hyundai has pulled the plug on its Sonata luxury sedan after a run of over a decade in the Indian market. Poor sales and a shrinking market for mainstream luxury cars were cited as reasons for its discontinuation.

While the Korean carmaker has vacated the luxury segment for now, it is evaluating other models for India to fill the gap. The company is studying the feasibility of the Azera or the Sonata Hybrid, which is based on the next-generation Sonata sedan for the Indian market.

The first-generation Sonata with its Jaguar-esque looks caused quite a stir when it made its debut in 2001. At that time, Hyundai roped in actor Shahrukh Khan as its brand ambassador. The Sonata even gave the Honda Accord a good run for its money.

The second-generation Sonata Embera, launched in 2005 was not as popular as the earlier model, despite it being the only Sonata to come with a diesel engine. However, the Embera’s understated looks did not quite hit it off with style-conscious buyers and with rivals like the Toyota Camry and Skoda Superb in the fray, the Sonata failed to make any impact.

Hyundai then launched the third-generation Sonata in 2012. The design was based on Hyundai’s fluidic sculpture styling language but 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. About 650 were sold, mostly petrol. Sales in calendar 2014 were just 106.