The new Sonata The Edge (Image courtesy of Kia)
SEOUL, Nov. 1 (Korea Bizwire) – The Hyundai Sonata, a midsize sedan that once dominated South Korea’s automotive landscape, is showing strong signs of revival with a significant surge in sales this year, potentially reclaiming its status as the nation’s signature car.
According to data released by the Korea Automobile Mobility Industry Association (KAMA) and Hyundai Motor’s investor relations materials on October 31, domestic sales of the eighth-generation (DN8) Sonata reached 38,933 units in the first nine months of the year, marking a 57.4% increase from the same period last year when 24,732 units were sold.
The resurgence spans across all variants, including the 1.6-liter turbo, 2.0-liter, 2.5-liter gasoline engines, hybrid, and LPG models. The 1.6-liter turbo model showed particularly impressive growth, with sales soaring 143.2% from 4,584 to 11,146 units. Hybrid models also saw a 44.2% increase, rising from 4,283 to 6,175 units.
A significant contributor to this renaissance has been the taxi variant, imported from China since April, which has already achieved sales of 12,199 units. The model’s success culminated in August when it claimed the top spot in domestic sales with 6,317 units – a 110.5% year-over-year increase and its first return to the number one position since October 2019.
The Sonata’s revival marks a dramatic turnaround for a model that has deep roots in South Korea’s automotive history. Launched in 1985, the sedan approaches its 40th anniversary next year with cumulative sales of approximately 9.5 million units, ranking third among Hyundai models behind the Elantra and Accent.
The model’s resurgence follows years of declining sales, which dropped from a peak of 151,886 units in 2010 to just 39,641 in 2023. The turnaround strategy included a significant redesign targeting younger buyers and the introduction of a China-manufactured taxi variant.
“The Sonata’s rebirth carries significant meaning in the industry, particularly given past rumors of its discontinuation,” said an industry official. “While the popularity of SUVs may prevent it from consistently topping sales charts as it once did, the model is likely to maintain its position as a flagship sedan.”
The new Sonata The Edge, launched in April 2023, represents a departure from its traditional design, embracing Hyundai’s Sensuous Sportiness design philosophy to appeal to buyers in their 20s and 30s, a shift from its previous target demographic of those over 40.
Additionally, the taxi model, manufactured at Hyundai’s Beijing plant and launched domestically in April, features a 70mm longer wheelbase and specialized taxi transmission, earning praise for its value proposition among taxi operators.
Kevin Lee (kevinlee@koreabizwire.com)
