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Hyundai Sonata successor to seek evolution, not revolution

Hyundai hit a home run with its current-generation Sonata midsize sedan, so don't expect the Korean automaker to make revolutionary changes when its replacement comes out for the 2015 model year. The four-door sitting in showrooms today was launched in 2010 with radical new lines that marked a big departure from its rather bland predecessor. Even with stiff competition from the Honda Accord, Ford Fusion and Toyota Camry - all newer designs than the Sonata - sales have been strong. Consumers embraced its new design language, taking home a record 230,605 units last year.
"I think we found a design language that works, the 'Fluidic Sculpture' stuff, so I would say (the new styling) is not pulling back in any way. It's more continuing to refine on that same trajectory that we're on," John Krafcik, Hyundai U.S. CEO, told WardsAuto in a recent interview. Consumers don't seem to be fazed by the its age either. "A lot of consumers are just entering (the) midsize (segment) for the first time. They don't see (the Sonata) as a three-year-old car. They see it as, 'Whoa, that's a pretty good-looking midsize car,' so it's doing quite well," added Krafcik.
Sonota sales have been down over the last few months, but Krafcik says that is a reflection of the automaker's decision to increase production of its Elantra compact at the Montgomery, Alabama, plant - where both are built - and a limited supply of its mid-grade GLS Sonata model.

Hyundai HCD-15 Santa Cruz might be the compact pickup we've been waiting for

The recent pickup truck renaissance and the dominance of the crossover has not been a great thing for car-heavy brands like Hyundai. That doesn't mean the Korean manufacturer is sitting on its hands, though, as it's taken the 2015 Detroit Auto Show to introduce the Hyundai HCD-15 Concept, also known as the Santa Cruz. The handsome trucklet heralds an eventual production model, and while the overall styling is likely to be softened by the time a sellable model arrives, there are a number of features present on this design-only concept that give us hints about the future Santa Cruz. Rear-hinged half-doors grant access to the back seats, while the cabin itself can seat five people without much shoehorning. The cargo area, while quite compact at first glance, can easily be expanded to space Hyundai describes as "similar to a mid-size pickup." Aesthetically, we're fans of the Santa Cruz's styling, which is more brutish than "fluidic sculpture 2.," without appearing brash. The hexagonal grille, upright front fascia, and fast C-pillar are all very nice touches, although the rear tailgate does appear somewhat awkward. The Santa Cruz's theoretical powertrain (it never moved while on stage, and it lacked a real interior) features at its heart a 2.-liter turbodiesel four-cylinder. With 190 horsepower, 300 pound-feet of torque and HTRAC all-wheel drive, we can only hope that Hyundai's powertrain claims see the light of day. Take a look at our full gallery of live images from the floor of the 2015 North American International Auto Show, and then head below for Hyundai's official statement on its latest concept truck. Hyundai's Fresh Take on the Sport Truck Concept Appeals to Trending "Urban Adventurer" Millennial Lifestyles Appeal of a Modern CUV with the Incremental Utility of an Expanding Truck Bed DETROIT, Jan. 12, 2015 – Today, Hyundai revealed its innovative Santa Cruz Crossover Truck Concept at the North American International Auto Show in Detroit. This fresh concept reflects a completely new interpretation of truck utility for a new generation of buyers, especially Millennials, who represent the second-largest population of car buyers. "The Santa Cruz crossover truck concept meets the unspoken needs of a growing Millennial lifestyle we call 'Urban Adventurers'," said Mark Dipko, director, corporate planning, Hyundai Motor America.

GM out, Hyundai in as NFL audibles auto sponsorship

Hyundai has officially replaced General Motors as the primary automotive sponsor of the National Football League, a position the American giant has occupied since 2001. Although the financial details of the deal weren't published, Automotive News reports that GM spent at least $25 million per year as part of its sponsorship deal, although after all was said and done, it worked out to more than $150 million per year. The move is a coup for Hyundai, which now gains the rights to NFL trademarks for use in its advertising. As part of the four-year agreement, the company also has advertising access to big off-season events, like the NFL draft and scouting combine, and will provide support vehicles during events like the Super Bowl. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story," Dave Zuchowski, Hyundai Motor America's president and CEO, said in the attached statement. "We can't wait to show the NFL's 188 million fans the great design, advanced technologies, dynamic performance and numerous safety features within the Hyundai lineup." "We are pleased to welcome Hyundai to our family of sponsors," Renie Anderson, the NFL's senior VP of sponsorship, said. "We appreciate Hyundai's enthusiasm as we work together to reach our fans with innovative programs during our season and with our major calendar events throughout the year." Scroll down for the official press release from Hyundai and the NFL, and keep an eye open for the automaker during the NFL Kickoff festivities this September. Related Video: HYUNDAI GOING PRO: ANNOUNCES OFFICIAL NATIONAL FOOTBALL LEAGUE SPONSORSHIP Four-Year Deal Allows Hyundai to Tap into the Passionate Fan Base of the Most Popular Sport in the U.S. FOUNTAIN VALLEY, Calif., and NEW YORK, June 29, 2015 – Hyundai Motor loves sports and has a long history of celebrating fan passion across the globe. In its latest sports marketing venture, Hyundai is now an official automotive sponsor of the National Football League. The NFL has the largest and most avid fan base among U.S. sports, and Hyundai will soon connect this passion with the enthusiasm Hyundai owners have for their vehicles. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story," said Dave Zuchowski, president and CEO, Hyundai Motor America.