Luxury has to be exclusive. Right?
But to be exclusive, it has to be dearer, less reachable. Stillright with us?
At least, that's classic luxury school.
But how about luxury in a global world, beyond the old slogansof passing cherished goods from father to son, because, 1,technology is moving fast, too fast anyway to keep productsup-to-date for more than just a few months after their launch,and 2, because the most advanced technologies are growingcheaper and cheaper, or more and more approachable, thanks tobetter materials, production efficiencies, and growing marketdemands? If cost is dropping, should luxury remain expensive forthe sake of it then? Should exclusivity remain too closely tightto high prices?
Maybe yes, and maybe not, the latter argument being basedespecially on the fast advance of Japanese and now Korean brandsinto luxury land. Of course, the first "maybe yes" argumentshould hold too, since these same luxury Lexus, Infinity, andnow Hyundai models have to remain dearer than their Toyota,Nissan and Hyundai brands siblings, to keep their image hoveringsomewhere above the "commoner's" car.
However, it is precisely between the "maybe yes, maybe no", thatanother luxury concept is unfolding, a concept of reasonablydearer luxury, but not necessarily an out-of-reach one, leavingthe real expensive class to the Rolls Royce, Maybach, Bugatti...club.
What if more and more people are finding it more interesting toget more luxury for their money, like a large sedan plus acompact secondary hatch, for the price of one car from atraditional luxury brand... especially that when it comes toelectronics glitches, all cars seem the same! That is where thedoor seems wide open for new luxury entrants like the 2006Hyundai Azera which comes to replace, with stronger size andequipment arguments, the previous generation known as Grandeuror XG 350.
So, what does the new Hyundai Azera offer now, for a priceexpected to start in the US market below the US$30,000 (The 2005XG350 MSRP started at US$24,899).
As Hyundai puts it, the new 2006 Hyundai Azera is an "affordablepremium sedan" destined to redefine the way people think aboutpremium sedans... "because the terms "premium" and "attainable"have been exclusive until now".
With standard safety technology including Electronic StabilityControl and upscale convenience features, the Azera aims toprove that riche content and affordability can coexist.
Hyundai admits that its new flagship sedan takes its inspirationfrom some of the biggest names in the upscale-car field, only toclaim beating them at their own game in terms of interiorroominess and standard safety features and equipment.
Says Robert Cosmai, president and CEO of Hyundai Motor America."The all-new Azera offers the roominess and luxury of carscosting far more and delivers on Hyundai's promise of superiorsafety and value. Azera will earn distinction for... contentthat is generally reserved for higher-priced luxury sedans." The2006 Azera is backed by standard Electronic Stability Control(ESC) with a Traction Control System (TCS). By continuallyanalyzing road speed, steering input, throttle position, lateralyaw rate and other factors, an onboard microprocessor determinesif the vehicle is starting to understeer or oversteer, andautomatically engages one or more brakes, and reduces engineoutput to help the driver maintain the intended path.
In addition, Azera comes with other active-safety featuresincluding projector headlights and fog lamps, bright LED taillamps with 132 individual fast-acting lighting elements forbetter visibility, double-wishbone front and multi-link rearsuspension, large four-wheel disc brakes, and Anti-lock BrakingSystem (ABS) with Electronic Brake Distribution (EBD).
Azera's passive-safety features start with a total of eightairbags, including advanced dual front airbags, front and rearseat-mounted side-impact airbags, and roof-mounted side curtainairbags for both front and rear outboard seat occupants. Activefront head restraints help prevent whiplash.
Security is further advanced with a HomeLink integratedtransceiver, an engine immobilizer, and a remote keyless entrysystem with alarm.
Roominess - The new 2006 Azera offers standard dual frontautomatic climate controls, electrochromic auto-dimming mirrorwith HomeLink, power driver and passenger seats, and wood grainand metal grain interior accents. Leather seating surfaces arestandard in the Limited model, as are a power rear sunshade andelectro luminescent instrument cluster. An Air Quality System(AQS) helps improve passenger comfort in urban environments.
For audiophiles, the available premium Infinity audio systemincludes a seven-channel, 315-watt digital amplifier with anin-dash six-disc CD auto-changer driving 10 speakers in eightlocations, including a subwoofer. The system also includesspeed-sensitive volume and steering-wheel-mounted audio controls.
Engine and performance - Azera comes with an all-new,all-aluminum 3.8-liter DOHC V6 engine that delivers a 263horsepower and 255 lb-ft. (345 Nm) of torque.
To maximize the power spread, the engine utilizes ContinuouslyVariable Valve Timing (CVVT) and a Variable Intake System, whichhelps cylinders breathe efficiently at both low and high RPM, aswell as achieving ultra Low Emission Vehicle (ULEV)certification levels
The engine uses an alloy block and cylinder heads forlightweight and thermal efficiency, and features timing chainswith no scheduled maintenance (instead of the belts found onmany V6s, which must be replaced at set intervals).
Married to the modern V6 is an equally advanced five-speedautomatic transmission with SHIFTRONIC manual control. It offerssmooth shifts and a wide spread of ratios that ideally suit theengine's characteristics - including a tall overdrive fifth gearfor quiet, efficient highway cruising.
Drivers can access the SHIFTRONIC feature by moving the gearselector into a separate gate. Pushing the selector forward orpulling it rearward will shift the transmission up or downsequentially, adding to driver control. A clear LCD readout onthe instrument panel shows the gear that's in use. Chassis &suspension - Hyundai engineers benchmarked some of the best carsin the category before designing the Azera's unibody andfour-wheel independent suspension system. Utilizing high-tensilesteel in critical areas in the unibody increases stiffness andensures high resistance to flexing, enhancing ride and handlingqualities and lowering noise levels inside the vehicle.
To this rigid structure is attached a double-wishbone frontsuspension and multi-link rear suspension system complete withspecially tuned twin-tube gas-charged dampers and front and rearstabilizer bars.
Together with the engine-speed-sensing rack-and-pinion powersteering, the suspension is designed to provide unerring roadfeel while quietly isolating the passenger cabin from unwantednoise, vibration and harshness. Two tires sizes are available.The Azera SE uses 16-inch five-spoke aluminum alloy wheels and225/60HR16 tires, while the Limited gets 17-inch 10-spoke alloysand 235/55VR17 tires.
AZERA SE - The Azera SE is designed for those who are interestedin a combination of spaciousness, performance, and safetytechnologies. It includes standard features such as thefive-speed automatic transmission with SHIFTRONIC, theElectronic Stability Control (ESC) with Traction Control System(TCS), a six-speaker AM/FM/CD audio system with MP3 capability,and eight airbags. Upscale features include LED tail and brakelamps, dimming inside rearview mirror with HomeLink, powerdriver and passenger seats, and active front head restraints.
Optionally available are a power sunroof, premium 10-speaker (ineight locations) Infinity audio system with an in-dash CDchanger, and heated front seats.
AZERA LIMITED - The Azera Limited standard features include17-inch 10-spoke alloy wheels with 235/55VR17 tires,leather-trimmed seating, heated front seats, and an electroluminescent gauge cluster.
The Limited also has steering-wheel wood trim, a power rearsunshade, and bumper moldings with chrome-inserts.
A 10-speaker (in eight locations) Infinity audio system withsubwoofer and an in-dash 6-disc CD changer is optional, as arepower adjustable tilt-and-telescopic steering column, integratedmemory system, power-adjustable foot pedals, rain-sensing wipersand other upgrades.
The all-new 2006 Hyundai Azera is covered in the USAfive-year/60,000-mile bumper-to-bumper protection,10-year/100,000-mile limited powertrain warranty,five-year/unlimited mileage roadside assistance andseven-year/unlimited mileage anti-perforation coverage.
In addition, Azera buyers receive 24-hour roadside assistancecoverage at no extra charge for five years (no mileage limit)and that service includes emergency towing, lockout service andlimited coverage for trip-interruption expenses (no deductibleon any of these coverages).
*** Note: (Copyrights-free specifications and features tablesare available for download fromhttp://www.motiontrends.com/2005/m11eng/hyundai/azera.shtml)
About the author:Automotive editor and publisher of Motion Trends online automagazine and media services (English and Arabic), since Oct.2000. Based in Toulouse, France. Previously, automotive editorof Al Hayat daily newspaper in London (1988-2000).
