The Hyundai Grandeur and its cyberpunk luxury put German premium brands on alert

If there is a brand that is experiencing a sweet era in terms of design, that brand is, in my view, Hyundai. Without going any further, its electric range has a delicious retro-futuristic aftertaste and is nothing like what other manufacturers offer – and not even other products of the brand itself, such as the Hyundai Tucson. Now, Hyundai returns to give another hit on the table with the new grandeur. A large saloon and premium segment that should put German brands on high alertand with good reason.

The Hyundai Grandeur is a car equivalent to an Audi A6 or a Mercedes E-Class. It is an E-segment sedan, which still has the hyperbolic Genesis G90 above it, already in a fully premium segment and even higher in size. This sedan is called the Grandeur in Asian markets and has been sold in the United States as the Hyundai Azera, but it hasn’t been sold in Europe for a long time – where SUVs rule the roost. The Hyundai Grandeur is more than just a sedan: it has selling continuously since 1986.

The Hyundai Grandeur is Hyundai’s flagship. For more luxury, they have the Genesis brand.

Its first generation was a joint development with Mitsubishi and the Grandeur presented today is already its seventh generation. Design takes on a very relevant role in the new Grandeur, and traits of its first version can be seen in the curious shape of its C-pillar, neo-retro look. The rest of the aesthetic codes are taken in part from the Ioniq range, with a grille with very angular shapes and a large LED that runs along its front. Its rear seems particularly successful, combining straight lines with smooth and aerodynamic shapes.

Does not vaguely remind you of the Hyundai Ioniq 6 this behind? Be that as it may, Hyundai has wanted to distance itself from other recent launches and is evident in the absence of “parametric pixels” in its design. The interior of the car has been defined by the brand as an oasis, a respite from our busy lives. Without going into too much detail, the look of the steering wheel, inspired by the first Grandeur, is striking, as are the dedicated climate controls – it almost looks like a drawer that could be stored in the dashboard itself.

Inside there is aluminum, natural wood and sustainably processed leather, as well as traditional Korean stitching.

Straight lines, natural wood and a minimalist look make up the rest of the cabin, which feels avant-garde and state-of-the-art, without being artificially technological. The rear seats are huge and have their own center console to handle the infotainment system. Hyundai has not provided data on dimensions, capacities or weights of the Grandeur. Nor have they released a garment about the range of engineswhere we expect thermal versions to be retained, perhaps accompanied by plug-in versions, without the presence of 100% electric alternatives.

About Alicia Peters

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