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Hyundai Grandmaster concept could preview new flagship full-sized SUV

Hyundai just debuted the HDC-2 Grandmaster SUV concept at the Busan Motor Show, a follow-up to the Le Fil Rouge concept shown at the Geneva Motor Show this year. The Grandmaster provides a second take on the "Sensuous Sportiness" design language embodied by the Le Fil Rouge, and previews the direction we'll see Hyundai's products take. Industry observers expect the Grandmaster to become an eight-seater SUV at the top of the carmaker's range, perhaps to be called Palisade. The Grandmaster, whose name refers to a champion chess player, represents the nexus of a host of Hyundai initiatives. There's the name itself, a metaphorical reference to the brand's car and SUV overhaul. In a press release, the company wrote, "The concept vehicle is named to indicate that just as the sum of all chess pieces completes the game of chess, all forthcoming Hyundai vehicles will come to form a harmonious vehicle line-up demonstrating the Hyundai Look while each maintains distinctive character and role." On top of that, Hyundai design director Luc Donckerwolke recently called the Le Fil Rouge concept the "Queen," and said that the following concept would be the "Bishop." There's the new design direction, which takes over from Fluidic Sculpture, which Hyundai hopes will create a more emotional bond with buyers. Sensuous Sportiness combines "proportion, architecture, styling, and technology," and design chief SangYup Lee wants it to move the carmaker "from being a brand that provides a great value, we will aspire to also become a brand that is widely beloved by our customers." There's the fact that Hyundai has been revamping its SUV game for the U.S. by introducing the Kona, changing the name of the Santa Fe Sport to the Santa Fe, and rolling out the long-wheelbase seven-seater Santa Fe XL. Dividends might have started paying out last month, with the carmaker posting its first year-on-year monthly sales gain of 2018 thanks to the Kona. A production Grandmaster — which seems an eventuality based on winter spy shots of an unknown Hyundai earlier this year — would be a three-row, eight-seater replacing the Santa Fe XL and re-establishing Hyundai in the full-size segment. The predicted Palisade name comes from a Hyundai trademark application filed earlier this year. As a sibling to the Kia Telluride, or perhaps riding on a revised Genesis G90/Kia K900 architecture, the Grandmaster/Palisade could end up on dealer lots as soon as next year, as a 2020 model.

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.

2015 Hyundai Sonata cheaper than last year, starts at $21,150*

Prices for the 2015 Sonata range from $21,150 for the 2.4-liter SE to $33,525 for the 2.0-liter, turbocharged Sport 2.0T.
The arrival of a new generation of a successful car is usually accompanied by a small surge in its price, ranging from a few hundred to a couple thousand dollars. Hyundai, though, is eschewing that practice, delivering its heavily redesigned Sonata for less than its predecessor. It's only a $300 difference over last year's base model, the Sonata GLS, but we don't think the savings will be lost on consumers. The move is part of a larger reshuffling of the Sonata line. The outgoing GLS trim has been replaced by the SE as the base car, while the 2.4-liter engine can now be ordered with the Sport trim. Meanwhile the 2.0T Sport is both the sole turbocharged offering, and tops off the Sonata pricing hierarchy.