Part of the allure of owning a luxury automobile is visceral, the chest-out feeling of status that comes from driving a Lexus, Mercedes or BMW. Even my 9-year-old son can spot a Bimmer or a Lexus a mile away.
Yet it takes decades of design dominance to build up that sort of brand cachet.
This makes marketing cars such as the Hyundai Azera an uphill climb. The Azera, a fully capable and refined full-size sedan, has been on the market for more than a decade. Still, getting customers to sort through the Velosters and Elantras at a Hyundai dealership in order to bump into a near-luxury car is a challenge.
Near-luxury is the best label for the Azera, which has many of the features of a typical luxury sedan without the fancy brand badge and dear price.
As the Korea-based car company continues to improve its product quality (and sales), the Azera is a fine fit for Chattanooga-area drivers who want lots of bang for their bucks in the large sedan segment.
Staff photo by Doug Strickland / The 2016 Hyundai Azera is seen at Coolidge Park on Thursday, Feb. 25, 2016, in Chattanooga, Tenn.FAST FACTS
* Model: 2016 Hyundai Azera Limited* Exterior color: Diamond White Pearl* Interior color: Camel* Engine: 3.3-liter, six-cylinder* Horsepower: 293* Transmission: Six-speed automatic* Fuel economy: 28 mpg highway, 19 mpg city* Local Dealers: Long Hyundai, International Drive, Chattanooga; Gray Epperson Hyundai, Cleveland, Tenn.* Price (as tested): $40,320
View other Test Drive stories by Mark Kennedy
Looking for a used or new car?
Its real-world competition includes the likes of Chevrolet Impala, Buick Lacrosse and Toyota Avalon. In that weight-class, the Azera packs a potent punch.
For the past few days we've been driving a Diamond White Pearl Azera in top-of-the-line Limited trim. Its MSRP of $40,320 is about as far as you can stretch an Azera sticker. A modestly outfitted Azera lists for $31,000 and includes such premium standard features as navigation and keyless ignition.
STYLING AND COMFORT
Two of the Azera's biggest selling points are its interior roominess and eye-catching design. Inside and out, the Azera, which was redesigned in 2012, is one of the swoopiest sedans on the road.
The exterior takes the basic design language of the attractive Sonata mid-size car and adds enough design flourishes to give the Azera its own personality. The grille is more dominant than on Hyundai's smaller sedans, and sweeps rearward into a sculpted hood. A huge, panoramic sunroof contrasts elegantly with the white paint on our tester to give the car a futuristic black-and-white look.
A profile view showcases the Azera's most flattering angle. Floating character lines help define the Azera's shoulders, and chrome accent bars along the rocker panels add visual interest. Silver, 19-inch alloy wheels give the car a commanding presence and an aggressive stance.
Designers spent a lot of time making sure the Azera has a buttoned-down rear-end design. The roofline gives the Azera a fastback look that melts handsomely into a sculpted deck lid. The integrated taillights wrap around the Azera's haunches.
Inside, the cockpit is modern, with lots of gentle curves in the dash and door architecture. The driver's seating position feels elevated and outward visibility is good. Interior materials are of high quality, although not quite Lexus and Infiniti grade.
There are a couple of idiosyncratic features on the Azera, including automatic folding mirrors that seem to take on a life of their own and a warning system that tells you if the steering wheel is cranked off-center upon restart.
My sons, ages 9 and 14, were quick to point out that the back seats, as well as the front seats, are heated - a nice touch for families. And there's plenty of leg room in the back for adult occupants. The trunk is enormous, too, with cargo capacity rivaling some small SUVs.
Standard features on our top-of-the-line Limited tester include LED fog lights, electronic parking brake, leather seating surfaces, an 8-inch touch screen, power rear sunshade, and an Infinity surround-sound audio system with satellite radio.
A full suite of safety features includes land-departure warning, blind-spot detection and a rear-view camera.
DRIVING IMPRESSIONS
The Azera is powered by a smooth 3.3-liter, direct injection engine that makes 293 horsepower. On my daily commute up and down Chattanooga's mountain roads, the Azera never seemed over taxed. A six-speed automatic transmission is workmanlike if not cutting edge. (Some brands have moved up to eight-speed trannies.)
Interior noise is muted and the suspension is set up for comfort over sportiness. During several days of around-town driving the Azera proved a dependable companion; providing a relaxing - if not exhilarating - commute. For those looking for a little more sportiness, the larger Hyundai Genesis rear-wheel-drive sedan stickers for only a few thousand dollars more.
BOTTOM LINE
The Azera, while not a household name, should be on your shopping list if roominess and value are priorities. Hyundai's standard 10-year, 100,000-mile power-train warranty is a big bonus.
Fuel economy is estimated at 28 miles per gallon highway and 19 miles per gallon city. At about $40,000, the Azera Limited is outfitted with features comparable to a luxury car costing $5,000 to $10,000 more.
Contact Mark Kennedy at mkennedy@timesfreepress.com or 423-757-6645. Follow him on Twitter @TFPCOLUMNIST. Subscribe to his Facebook updates at www.facebook.com/mkennedycolumnist.