Hyundai Officially Discontinues the Azera Sedan in U.S. Market

In a move that surprised few industry observers, Hyundai has officially confirmed the discontinuation of the Azera full-size sedan for the American market. This decision marks the end of an era for Hyundai's V-6 powered flagship sedan, which struggled to maintain relevance in an SUV-dominated automotive landscape.

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The Gradual Phase-Out of the Azera

Hyundai had been signaling this move since late last year when it unveiled a redesigned Azera (marketed as the Grandeur in South Korea) for global markets while remaining noncommittal about U.S. availability. The automaker's official 2018 model year lineup confirmation has now made the Azera's fate official, listing its status as "discontinued" in U.S. specifications.

The writing had been on the wall for some time. Azera sales had been in steady decline, with only 241 units sold in June and a mere 1,792 vehicles moved during the first half of the year—a staggering 30.4% drop from the same period in the previous year. These numbers pale in comparison to segment competitors like the Toyota Avalon (16,735 YTD), Chevrolet Impala (31,312 YTD), and Nissan Maxima (31,519 YTD).

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Why the Azera Failed to Gain Traction

Several factors contributed to the Azera's disappointing sales performance:

• SUV boom: The dramatic shift toward SUVs and crossovers has particularly hurt full-size sedan sales
• Mid-size sedan expansion: Vehicles like the Hyundai Sonata have grown in size, reducing the practical need for larger sedans
• Brand positioning: The Azera occupied an awkward space between mainstream and luxury that appealed to few buyers
• Competition from corporate siblings: The Genesis G80 and Kia Cadenza offered more compelling alternatives

Alternatives for Former Azera Buyers

Consumers who appreciated the Azera's combination of size, features, and value now have several excellent alternatives to consider:

Genesis G80: The Upscale Alternative

For buyers seeking a more premium experience, the Genesis G80 represents Hyundai's true luxury contender. While priced about $7,300 higher than the Azera at base level, the G80 offers superior materials, advanced technology, and the cachet of Hyundai's standalone luxury brand.

Kia Cadenza: The Value Proposition

The redesigned Kia Cadenza presents perhaps the most logical alternative, offering similar dimensions and features at a slightly lower price point ($32,890 vs. $34,995). As corporate siblings, the Cadenza shares much of its engineering with the Azera while presenting a more contemporary design.

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Hyundai Sonata: Downsizing Option

The refreshed 2018 Sonata, particularly in Limited 2.0T trim ($33,335), offers nearly as much interior space as the Azera with more efficient four-cylinder power. The $500 price increase for 2018 brings updated styling and features that make it competitive with larger sedans.

The Bigger Picture: Full-Size Sedans in Decline

The Azera's discontinuation reflects broader trends in the automotive market. Nearly every full-size sedan has seen declining sales as buyers prioritize utility and commanding driving positions offered by SUVs. Even traditionally strong performers like the Toyota Avalon have experienced sales pressure, though they continue to outsell niche players like the Azera by significant margins.

Industry analysts suggest this trend will continue, with more automakers likely to prune their large sedan offerings in coming years. The economics simply don't favor maintaining low-volume sedans when the same resources could be directed toward high-demand SUVs and crossovers.

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Finding Remaining Azera Inventory

For buyers determined to own a new Azera, opportunities still exist. Current inventory searches reveal approximately 808 new 2017 models and 127 new 2016 models remaining in dealer stock nationwide. These remaining vehicles may present exceptional value for motivated buyers, with dealers likely offering significant discounts to clear inventory.

When considering a remaining Azera, buyers should:

• Compare discounts against newer alternatives
• Verify available warranty coverage
• Consider potential resale value impacts
• Evaluate feature content against newer models

What This Means for Hyundai's Future Strategy

The Azera's discontinuation allows Hyundai to focus resources on more profitable and popular segments. The company has been aggressively expanding its SUV lineup with new models like the Kona subcompact SUV, while simultaneously developing its Genesis luxury brand.

This strategic realignment reflects Hyundai's responsiveness to market demands, even when it means retiring nameplates that once held important positions in its lineup. The move follows similar decisions by competitors like Ford, which has dramatically scaled back its sedan offerings to focus on trucks and SUVs.

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Expert Insights on the Sedan Market Shift

Automotive analysts note that the Azera's departure is part of a larger industry transformation. "We're seeing a fundamental restructuring of vehicle segments," explains industry veteran Michael Harley. "The traditional three-box sedan no longer resonates with most buyers, especially in larger sizes where SUVs offer more versatility without significant fuel economy penalties."

This shift presents both challenges and opportunities for Hyundai. While losing a flagship sedan might temporarily leave a gap in the lineup, the company can now concentrate on developing vehicles that align with current consumer preferences—particularly in the booming SUV and electric vehicle segments.

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Final Thoughts for Sedan Enthusiasts

While the Azera's discontinuation marks the end of an era, it doesn't signal the complete death of large sedans. Models like the Avalon, Impala, and Maxima continue to find buyers, and luxury brands still invest heavily in sedan development. However, the mainstream market has clearly spoken, favoring utility vehicles over traditional sedans.

For Hyundai fans, the company's expanding lineup of SUVs and the growing Genesis luxury brand offer compelling alternatives. The automotive landscape continues to evolve, and Hyundai's decision to retire the Azera demonstrates its commitment to staying ahead of these changes rather than clinging to outdated segment strategies.

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