Hyundai Azera Slides Into Luxury Territory for $37,000
The base price of the 2013 Azera is $33,000. Adding a technology package with such things as ventilated front seats, rear and side window sunshades, a panoramic tilt and slide sunroof, xenon headlights and a powerful Infinity stereo brings it to $37,000.
The car manufacturer shies away from labeling the Azera a luxury vehicle, but does say it's designed to be a more upscale model with leather seats, HD radio and navigation system coming standard, a first for the Azera and this car segment.
"I wouldn't go as far as saying it's a luxury car. It's more of a premium offering. It's a great step up from the Sonata," says John Shon, a manager of product planning for Hyundai.
The car, says Shon, is aimed at bridging the gap between the less expensive Hyundai Sonata and the pricier Hyundai Genesis, and in doing so is aimed at a car buyer with increasing amounts of money to spend."The Azera is targeted to people who mature and progress through life stages and want to upgrade within five years of purchasing a Sonata, people who have matured in their career and are more affluent," Shon says. Hyundai's Shon says sales of the Azera have been decent, with an average of 1,000 units selling monthly nationwide. An even more important indicator of the car's market appeal is its average transaction price, Shon says. It shows what the market is willing to pay for the vehicle at the dealership. "On average, the discount people are getting is about $1,000," Shon says of the transaction price. "Which indicates this car is very appealing at its price point." But Halvorson doesn't paint quite as rosy a picture. "So far sales have been a dud. That's been the rumor in the industry. I went back and looked up sales figures. They're moving really slow," Halvorson says. "Hyundai seems to be running into trouble stacking models too close together. The Azera is sandwiched too closely between the top Sonata and the more expensive Genesis." The other drawback for the Azera that Halvorson sees has less to do with the Azera itself and more to do with the level of service provided by Hyundai versus other luxury car makers: "When you buy a Lexus ES you get that dealership experience that Hyundai is missing somewhat at the top of its lineup -- that perfect 'We're on top of things, we will shuttle you wherever you need to go or give you a loaner car' type of experience."
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