'Design Masterpiece' New Avante Leads Revival of Domestic Sedan Market

16,849 Pre-Orders in 9 Days... New Record Over 10,000 on First Day
New Avante Features Hyundai's First CarPay
Spacious Interior with Enhanced Safety and Quietness
Compact Sedan Revival Predicted Amid Small SUV Competition

[Asia Economy Reporter Suyeon Woo] Hyundai Motor Company's 7th generation Avante, a compact sedan, is creating a sensation from the early stages of its domestic sales. The Avante, which set a new record by surpassing 10,000 pre-orders on the very first day, is drawing attention as it may lead the revival of the domestic compact sedan market, which has shrunk due to the popularity of sport utility vehicles (SUVs).

On the 7th at noon, Hyundai Motor held an online launch event for the 7th generation new Avante through digital channels such as its official website and YouTube, and began sales. Hyundai announced that it had achieved 16,849 contracts in nine days since pre-orders began on the 25th of last month. Notably, despite the consumption downturn caused by the COVID-19 pandemic, it set a new record by confirming demand exceeding 10,000 units on the very first day of pre-orders.

Hyundai expects the Avante, returning as a completely redesigned model after five years, to lead the resurgence of the domestic compact sedan market by boasting a design highly praised both domestically and internationally, upgraded spaciousness with a new platform, and enhanced safety features equipped with advanced technology. Recently, the domestic small (including compact) sedan market has rapidly shrunk due to the aging of key models and the successive release of new small SUV models. According to the Korea Automobile Manufacturers Association, last year, domestic sales of domestic small SUVs surpassed 200,000 units for the first time, overtaking sales of sedans in the same class.

The domestic small sedan market, which approached 300,000 units in 2009, declined to 190,000 units in 2017 and recorded only 144,492 units sold last year. In contrast, small SUVs, which barely exceeded 10,000 units in 2013, grew annually at double-digit rates and expanded into a market of about 200,000 units last year (225,174 units).

This trend is due to the absence of new key models in the small sedan market, including compact sedans, while new models such as Venue, Seltos, and Trailblazer have been continuously launched in the small SUV market since last year. Now, with the Avante, the 'traditional powerhouse' of the compact sedan market, returning with enhanced product competitiveness, a new breeze is expected to blow through the small segment market.

In particular, since its launch, the 7th generation Avante has received rave reviews from domestic and international media for its innovative design. Hyundai applied the 'Parametric Dynamics' theme, which changes color when light reflects, to fully express the sporty and challenging character of the Avante. At the same time, the side design featuring straight lines and an interior design that surpasses its class have been realized to enhance completeness.

The powertrain is offered in two lineups: Smartstream gasoline 1.6 MPI and 1.6 LPi. The gasoline engine delivers a maximum output of 123 horsepower and maximum torque of 15.7 kgf·m, with a fuel efficiency of 15.4 km/l. The 3rd generation new integrated platform is applied to improve safety and quietness, and a class-leading wheelbase of 2,720 mm secures ample interior space.

Hyundai, aiming to strengthen convenience features preferred by young consumers, equipped the new Avante with 'Hyundai CarPay' for the first time. Hyundai CarPay is a service that allows easy payment through the navigation screen at affiliated gas stations and parking lots. Additionally, safety features such as Forward Collision-Avoidance Assist, Lane Keeping Assist, Lane Departure Prevention Assist, and Driver Attention Warning are applied as standard to ensure safety. Prices start at 15.31 million KRW for the base gasoline trim and 18.09 million KRW for the LPi model.

Since its launch in the domestic market in 1990 under the name 'Elantra,' the Avante has become a global best-selling model with cumulative sales exceeding 13.82 million units worldwide over the past 30 years. In 2014, 24 years after its launch, it became the first Hyundai model to surpass 10 million cumulative sales. Globally, only about ten models, including the Toyota Corolla, Volkswagen Golf and Beetle, and Honda Civic, have achieved the '10 million club' record.

Moreover, the Avante is Hyundai's solid pillar in overseas markets, with overseas sales accounting for 88% of its global sales (553,008 units) last year, including domestic exports. In the domestic market, it was consistently sold at around 100,000 units annually until 2015 and was loved as the 'people's car,' but recently has faltered under the momentum of SUVs. Hyundai is challenging once again for the title of the people's car with the upgraded 7th generation Avante.

This content was produced with the assistance of AI translation services.