Hyundai sedan market shifts as Grandeur IG and Avante gain momentum

The South Korean automotive market is seeing a shift in consumer preferences between new and used models, as well as between different vehicle segments. The Hyundai Grandeur IG (2019–2022 models) has become a dominant force in the used car market, recording 2,133 transactions in a single month. Due to significant depreciation, these premium sedans are now priced similarly to entry-level new compact cars like the Avante, making them highly attractive to middle-aged male buyers.

Simultaneously, the boundary between Hyundai’s compact and mid-size sedan segments is blurring. The new Avante has seen price increases, with high-trim hybrid models now overlapping with the price range of the Sonata. The Avante has also grown in physical size, with its width now only 5mm less than the Sonata. This increased competitiveness and premium positioning have contributed to the Avante outselling the Sonata by more than two to one in the previous year.