First Drive: 2009 Hyundai Sonata

Hyundai hopes its revamped, bargain-priced Sonata sedan can compete with category leaders like the Camry, Accord, and Malibu

by Thane Peterson

Editor's Rating:

The Good: Low price, many standard features, improved interior and fuel economy

The Bad: Anonymous exterior styling, lack of sportiness

The Bottom Line: Much improved, but still mainly a value purchase

Reader Reviews

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Up Front

Quick, name the No. 4 imported car brand in the U.S., after Toyota (TM), Honda (HMC), and Nissan (NSANY). Kudos if you guessed Hyundai (HYMTF), the Korean company that displaced Volkswagen (VOWG) for the No. 4 spot back in 2002, and that has been gradually raising its U.S. market share (currently about 3%) ever since.

Now, quick, what's arguably Hyundai's biggest problem in the U.S. market? A cigar to those who fingered the Sonata sedan, the company's top-selling model. Despite an excellent price, the Sonata's sales fell 2.6%, to 145,568, last year, and then fell 12.4%, to 35,432, in the first four months of this year. The Sonata's main competitors are all doing far better as consumers downsize from SUVs to more fuel-efficient family cars:

• Toyota Camry: sales up 5.2%, to 473,108, last year, and up 1.3%, to 147,018, in the first four months of this year.

• Honda Accord: sales up 10.3%, to 392,231, last year and about flat at 122,430 through April of this year.

• Nissan Altima: sales up 22.5%, to 284,762, last year, and up 8.6%, to 99,037, through April of this year.

• Ford Fusion: sales of Ford's (F) midsize sedan up 4.9%, to 149,552, last year, and up 6%, to 55,109, through April of this year.

• Chevy Malibu: sales were down 21.7%, to 128,312, last year but have soared as the redesigned and much improved 2008 Malibu has caught on with consumers. General Motors (GM) reported Malibu sales were up 22.5%, to 59,133, through April of this year.

Little wonder Hyundai has given the Sonata a major facelift for 2009, even though the model was fully redesigned only two years ago. The question now is whether the improvements will be enough to lure shoppers away from the car's many attractive rivals.

Certainly the 2009 Sonata's price is competitive—all the more impressive because the car is, too. Pricing starts at $18,795 for a basic GLS with the four-cylinder engine and a stick shift, rising to $26,335 for a Limited with a V6 and a five-speed automatic. Plus, Hyundai is offering $1,500 cash rebates on the new model through June 2, and an additional $500 off for buyers who already own a Hyundai.

At that low price, the 2009 Sonata comes crammed with standard features. Even the base model comes with front, side, and side curtain air bags, antilock brakes, tire-pressure monitors, remote keyless entry, heated power outside mirrors, power windows, doors and door locks, a CD player, a satellite radio antenna and iPod connection, and a tilting steering wheel.

The SE, the Sonata I test-drove at a Hyundai press conference, is the sporty version. It has 17-in. alloy wheels and performance tires, as well as upgraded cloth and leather upholstery and a tilting and telescoping steering wheel. The fancy Limited has 17-in. alloy wheels with all-season tires, plus extra chrome exterior trim, leather upholstery, a premium sound system, wood-grain trim, and two-level heated front seats.

The Sonata's two available engines are also peppier.