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Korean sedan evolves in design, technology, and finish to approach luxury standards, with enlarged dimensions and a digitized interior that reinforces its role as Hyundai’s technological showcase in the domestic and global markets.
The 2027 Hyundai Azera, sold in South Korea as the Grandeur, has undergone its first major update within the seventh generation, gaining significant changes in appearance, finish, and onboard technology, consolidating its position as the brand’s flagship sedan.
The model maintained its proposition as a large and sophisticated car but incorporated solutions that bring its cabin closer to the standard used by the Genesis division, reinforcing Hyundai’s strategy to elevate the perception of quality and technology in its most advanced vehicles.
New front and rear design of the 2027 Azera
The front concentrates the most visible alteration of this update, with changes affecting proportions, lighting, and visual identity, creating a more striking presence aligned with the new global design language adopted by the South Korean automaker.
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The hood became more elongated, while the front grille received a new design with a redesigned pattern, integrating with the air intakes in a single piece with a refined finish and reinforcing the visual concept known as “Shark Nose”.
At the rear, Hyundai also made important adjustments to the lighting cluster, with narrower and integrated taillights, in addition to repositioning the turn indicators, which moved from the bumper to form part of the main horizontal bar.
Dimensions and executive sedan stature
With the adoption of new bumpers and structural adjustments to the exterior design, the sedan reached approximately 5.05 meters in length, positioning itself among large executive models and reinforcing its role as a representative car within the South Korean market.
Comparison with the BMW 5 Series requires caution, as the current generation of the German sedan presents similar dimensions in international markets, which indicates that the Azera approaches the premium segment in size, even while maintaining a distinct proposition.
Even with this dimensional equivalence, its stature remains one of the Grandeur’s main commercial arguments, standing out for offering ample interior space, comfort for occupants, and a visual presence compatible with models from higher categories.
In Hyundai’s global hierarchy, the model remains positioned above the Sonata and assumes the role of the brand’s main sedan in its country of origin, where it historically records strong sales volumes and high acceptance among local consumers.
Digital interior with a 17-inch screen
The most significant transformation occurs in the interior, which has been redesigned to deliver a more digital and sophisticated experience, focusing on connectivity, function integration, and the reduction of visible physical elements on the dashboard.
The highlight is the new 17-inch multimedia center, equipped with the Android Automotive-based Pleos Connect system, which expands usage possibilities and integration with applications, in addition to unifying various controls into a single interface.
This solution replaces the previous configuration composed of a 12.3-inch main screen and a lower panel dedicated to air conditioning, promoting a complete layout reorganization and simplifying user interaction with the vehicle.
Even with more intense digitalization, Hyundai maintained some strategic physical buttons, ensuring that essential functions remain quickly accessible without relying exclusively on menu navigation on the touchscreen.
Among the most unusual features are the electronically controlled air diffusers, which allow adjusting the direction and intensity of the flow directly through the central unit, contributing to a cleaner look by hiding traditional physical outlets on the dashboard.
Smart roof with opaque technology
Another highlight of the update is the Smart Vision Roof, a panoramic roof with technology that allows switching between transparent and opaque modes via electric command, eliminating the need for conventional curtains and enhancing the sense of modernity.
The system works by modifying the opacity of the glass, reducing light entry when necessary and contributing to the thermal and visual comfort of occupants, especially in conditions of strong sunlight during daily use.
In addition, the interior finish received special attention, with the application of materials such as wood, metal, and padded surfaces, creating an environment reminiscent of a lounge and reinforcing the sedan’s proposal of sophistication.
The door and seat coverings follow a pattern inspired by high-end furniture, with visible stitching and differentiated texture, enhancing the perception of quality and aligning the model with the expectations of a more demanding public.
Hybrid powertrain and all-wheel drive
Hyundai has not yet released all the mechanical details of the updated lineup, but the trend is for the model to maintain its already known base, with different powertrain options focused on efficiency, performance, and comfort.
Among them, the 2.5 naturally aspirated engine, the 1.6 turbo hybrid system, and the 3.5 V6 remain, with the possibility of front-wheel or all-wheel drive depending on the configuration chosen by the consumer in the South Korean market.
In the case of the hybrid system, the combination of a combustion engine and mild electrification seeks to balance consumption and performance, delivering numbers close to 230 combined horsepower in the previous generation.
All-wheel drive tends to be associated with the more powerful versions, especially those equipped with the V6 engine, offering greater stability and safety in different conditions of use and road types.
Price in Korea and impact in Brazil
In South Korea, the Grandeur starts at approximately 37.98 million won, a value that corresponds to about R$ 143,000 in direct conversion, without considering taxes, import fees, and other costs applicable to the Brazilian market.
Although the value is striking when compared to models sold in Brazil, this equivalence is only exchange-rate based and does not reflect the real price the vehicle would have if it were officially marketed in the country.
If it returned to the Brazilian market, the sedan would likely be positioned in a much higher price range, considering taxation, import logistics, and the product’s own more sophisticated positioning within the brand’s lineup.
The Azera stopped being sold in Brazil in 2021, in a context marked by a drop in demand for large sedans and a significant increase in costs associated with imported vehicles.
Since then, Hyundai has directed its local strategy towards higher-volume models, such as the HB20, Creta, and SUVs, following the preference of Brazilian consumers for vehicles in this segment.
Outside Brazil, the Grandeur continues to serve as Hyundai’s technological showcase, incorporating solutions that can later be adapted to other brand models in different global markets.
The update reinforces this positioning by combining generous dimensions, a sophisticated interior, and advanced digital features, consolidating the sedan as a benchmark within the South Korean manufacturer’s portfolio.
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