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Hyundai refreshes the Sonata for South Korea, and later the US

Thanks to its debut in South Korea, we have an early look at the revised Hyundai Sonata that will eventually reach the US with minor adjustments. And that's not just speculation. We reached out to Jim Trainor at Hyundai, who told us, "Much of what you have seen from Korea will be seen here, but there will be differences both on the exterior and the interior along with some mechanical and option differences." That said, we don't expect major changes to this Korean model. So without further ado, let's take a look. Up front is a thoroughly revised fascia. The most noticeable change is the grille, which descends much lower in the front bumper, much like those on the Elantra sedan and Elantra GT hatchback. The top edge of the grille appears lower, and that brings the whole nose of the car lower. The hood also has a few more creases running longitudinally. The exterior varies a bit between models, with the standard model getting a grille with slats and the 2.0T getting a mesh grille. The 2.0T also gets black headlight bezels and dark chrome all around. Though Hyundai didn't provide photos of the interior, the company says it has been changed, and some of the buttons will have a more premium feel. The 2.0T also gets a few exclusive interior bits to complement its unique exterior. The seats have more bolstering, and the standard steering wheel is replaced with a flat-bottomed piece. There are some functional updates to the new Sonata as well. Most notable is the introduction of an 8-speed automatic on the 2.0-liter turbocharged four-cylinder model. In the US, the turbo Sonata is only available with a 6-speed automatic. Hyundai also touts the introduction of wireless phone charging and lane-keep assist. The big differences between this and the US version likely involve visual tweaks and the packaging of some options. There's also the question of whether the 8-speed automatic will be available, but it would be odd if it weren't offered. The Korean model goes on sale later this year, and Trainor told us the North American debut is coming soon. Related Video:

VW planning to push Hyundai for World Cup eyeballs

Adidas was an official sponsor of the 2010 World Cup in South Africa, but the German sportswear company got drowned out of early advertising buzz by Nike, which wasn't a World Cup sponsor. The American company's Write the Future ad put it at the top of Nielsen's study of online buzz, ahead of Adidas. The same thing happened to official World Cup sponsor Budweiser when it got drummed out of the top ten in Nielsen's buzz ratings, while Danish brewer Carlsberg - not a Cup sponsor - ranked sixth.
Volkswagen hopes to score the same goal on Hyundai during this year's World Cup in Brazil. Hyundai and Kia have been official sponsors of the global soccer federation FIFA since 2002 and are official sponsors of the World Cup through 2022. VW has "a major ad buy" planned to run on ABC, ESPN and Univision as well as digital and social media channels during the competition, which begins June 12, to promote the GTI. VW of America's VP of marketing said the Cup's attraction to young males and Hispanics makes it the perfect place to promote the hot hatch.
The sparring between Hyundai and VW has already begun. Volkswagen's Gol compact, named for the Portuguese word for a soccer goal, has been the best selling car in Brazil for 27 years, and the German company sponsors the national soccer team. When Hyundai Brazil began a promotional campaign promising to extend its five-year warranty for six if the Brazilians won a sixth world cup, Volkswagen of Brazil complained to the soccer federation, which asked Hyundai to pull the campaign. As of this writing, that hasn't happened, so we expect it'll be boots on, gloves off, on and off the pitch this summer.

Genesis wins J.D. Power Tech Experience Study for third straight time

The results are out for the J.D. Power 2023 U.S. Tech Experience Index (TXI) Study, which "focuses on the user experience with advanced vehicle technology as it first comes to market and is an early measure of problems encountered by vehicle owners." Its measurement metric is problems per 100 vehicles (PP100), same as with the J.D. Power Initial Quality Study (IQS). The takeaway this year isn't that owners aren't using advanced technologies, as was the case with the 2022 study, or that they're having more problems with them overall. It's that owners of battery-electric vehicles are having more problems with advanced tech than owners of ICE-powered vehicles. According to the study, 17 of 21 features that can be had on both propulsion types — such as remote parking assistance and gesture controls — get lower satisfaction ratings by owners of BEVs, in some cases nearly 20 PP100.  The survey organization says this tracks with what its found in the IQS, where total vehicle problems were "46% higher among BEVs (excluding Tesla) than ICE vehicles and satisfaction is lower among owners of BEVs across nine of 10 APEAL categories than among owners of ICE vehicles." Findings regarding biometric measurements are among those that go against the overall study findings. Whether a fingerprint reader or an eye tracker, car owners in general said "they do not consider them to be useful." In terms of ease-of-use and satisfaction, plug-and-charge capability on EVs gets good marks. This allows EV owners to plug into a public charger and have payment taken care of automatically; the vehicle communicates with any charging station compatible with an automaker's plug-and-play system, so the vehicle can automatically submit a bill for the charging session to a central owner account with no further action needed at the station. Survey respondents noted a mere 6 PP100 and an 88.9% satisfaction.    Among manufacturers, repeat winners took the top prizes. Genesis earned the highest rank for innovation overall and among premium brands for the third straight year. Hyundai not only won the tech innovation banner for mass market brands for the fourth straight year, ahead of Kia, GMC, Ram and Subaru, Hyundai finished in second in the overall standings. On that overall chart, the top five are Genesis, Hyundai, Cadillac, Lexus and BMW. On the premium chart, Genesis is followed by Cadillac, Lexus, BMW and Mercedes-Benz in the top five. It wasn't close from the first to the rest, though.