The 2020 Hyundai Sonata Aims to Create Buzz

The 2020 Sonata will not be instantly recognizable as a Hyundai, but it is designed to be a head-turner and create buzz similar to the impact of the 2011 Sonata, says SangYup Lee, head of the Hyundai Global Design Center in Namyang, Korea.

The next-generation Sonata is one of 13 new vehicles coming this year for the Hyundai, Kia, and Genesis brands. It will be on display at the New York auto show in April with production set to begin soon.

This is an important year as Hyundai works to rebrand itself as more emotional and sporty while still offering value and retaining its commitment to cars—more are coming next year—even as Hyundai expands its crossover lineup and still plans to add the Santa Cruz car-based pickup.

Hyundai Le Fil Rouge Concept

Designing the eighth-generation Sonata was a challenge knowing it must excite consumers who continue to forgo sedans. “The new Sonata is quite challenging for us obviously just because we all know that market is shrinking and taken over by SUVs,” Lee said in an interview with MotorTrend.

As companies such as Ford, FCA, and General Motors cut their car lineups, Hyundai found itself deciding whether to proceed with a new car. But the Sonata is integral to the brand, accounting for almost a sixth of its sales as it competes with juggernauts such as the Toyota Camry and Honda Accord.



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