Hyundai Motor unveils new ‘The All New Grandeur’
“The first-generation Grandeur reinterpreted design… Something with a homage point” explained
“They say that the first-generation ‘Gag Grandeur’ is back, but I’m not sure. Overall, it’s not that sharp.”
Mr. Seo (33), an office worker who saw the new Grandeur in person at Hyundai Motor’s ‘The All New Grandeur Exclusive Preview’ held at the Sejong Center for the Performing Arts in Seoul on the 14th said this. The 7th generation The All New Grandeur, which was introduced to the general public on this day, became a hot topic when it was known that it paid homage to the familiar 1st generation Grandeur (an act of citing part of the target as a sign of respect) under the nickname of ‘Each Grandeur’.
Consumers tilt their heads “I don’t feel much of each Grandeur…”
However, the opinions of consumers who actually encountered the new car design were somewhat mixed. In particular, the majority of responses said that the exterior design was not reminiscent of each Grandeur.
The first-generation Grandeur, launched by Hyundai Motor Company 35 years ago, was called the ‘Gag Grandeur’ because it had a lively angle with a design that emphasized straight lines. As a symbol of luxury cars at the time, the so-called ‘Chairman’s car’ or ‘Successful Dad’s car’ were also attached.
The 7th generation Grandeur, which was also exhibited at ‘Hyundai Motorstudio Goyang’, might be seen as centered on a straight line with a flat and straight bonnet line and an angular line. However, rather than each Grandeur design that consumers immediately think of, there was a strong ‘Newtro’ feeling that melted several elements into the design.
Hyundai Motor Company previously said regarding the new Grandeur, “The overall atmosphere of the 7th generation Grandeur inherited the traditional design of the 1st generation, but also maintained a modern feel by adding the latest trend elements such as frameless doors and LED (light emitting diode) headlamps. The fragrance of the 1st generation Grandeur It will be a model that can fully feel the
However, among some of the pre-bookers who participated in the preview event, there were many reactions that said, “I don’t feel like each Grandeur.” Mr. Lee (30), an office worker, said, “I expected the appearance to be angular because I paid homage to each Grandeur, but it is rounder than I thought.” I don’t know,” he said.
At the time of the release of the new car design, online responses such as “The design is too different to tie with each Grandeur except for the handle” and “The front part resembles the appearance of an electric razor” were also poured out.
Regarding this, a representative of Hyundai Motor Company said, “Rather than designing the exterior itself to be reminiscent of each Grandeur, the interior steering wheel contains the unique nostalgia of each Grandeur. It is characterized by wanting to show.” Song Ji-hyun, head of Hyundai Motor’s interior design team 1, added, “The design of the Grandeur, which was introduced in the 1980s, was reinterpreted with a more three-dimensional visual, adding comfort to the space.”
It is an homage to some points of the first-generation Grandeur, and it is said that consumers expect that the overall appearance will be similar to each Grandeur due to the strong perception of ‘1st-generation Grandeur = each Grandeur’.
Image of a luxury sedan… “Sufficient as a replacement for Genesis”
There were many reviews saying that the new Grandeur has a stronger feeling of a luxury sedan than previous Grandeur models and exudes a sophisticated image like a GT model.
People who toured the exhibited vehicles gave favorable reviews for the luxurious image of the front-facing horizon light and daytime running lights (DRL). Lee Sang-yeop, designer of Hyundai Motor Company, explained, “The front part was placed with horizontal LED lamps connected seamlessly to emphasize the future-oriented design. We wanted to create a premium atmosphere unique to the Grandeur with interaction lighting that changes according to the driving situation.”
Pre-booking customers who visited the site cited the fact that the lower part of the bumper protrudes forward, making the body bigger and sleeker, and adopting frameless windows as a factor that gives the image of a luxury sedan.
Aunt (58), an office worker, said, “I like the heavy and classic feel of the Grandeur, which symbolizes the ‘successful father’s car’.” A housewife named Kim (57) also commented, “The design seems to have gone well compared to the price. The real thing is much prettier than I thought.”
Some customers also evaluated that the 7th generation Grandeur would also work as a sedan that might replace Hyundai Motor’s luxury brand Genesis.
Mr. Kim (30), an office worker who said it was burdensome to buy a Genesis, said, “Overall, I compare it with the Genesis, but considering the price range, this car has a sufficiently large body and a sophisticated image.” It feels like a non-(price/performance) vehicle,” he added.
The starting price of this new car is △gasoline 37.16 million won △hybrid 43.76 million won △LPG 38.63 million won.
Goyang = Kim Se-rin, Hankyung.com reporter [email protected]
Video = Reporter Shin Yong-hyun Hankyung.com [email protected]
