For many Americans, the name Hyundai conjures up images of affordable sedans and reliable SUVs, but few realize how the brand’s ambitions—and its cars—have evolved far beyond their budget roots. Two recent developments highlight Hyundai’s remarkable journey: the quiet, luxurious return of the Grandeur (known stateside as the Azera) in its home market, and the electric IONIQ 9’s meteoric rise to become Korea’s 2026 Car of the Year. Both stories, though distinct, reveal a company that has transformed itself from a value-focused upstart into a global player capable of challenging the world’s best.
Let’s start with the Hyundai Grandeur. If you haven’t heard much about this model lately, you’re not alone. The Grandeur, once sold in the US as the Azera, vanished from American showrooms after 2017, and its current seventh generation never made it across the Pacific. Yet in South Korea and select Middle Eastern countries, the Grandeur remains a flagship—now in its most sophisticated form ever. The seventh generation, released in 2022, is a far cry from the staid sedans of Hyundai’s early days. Its design is strikingly modern, with continuous light bars front and rear and a grille that wraps dramatically around the front end. According to CarBuzz, the recent facelift for the 2025 model year only adds to its luxurious aura, introducing features like a Black exterior package (complete with 20-inch black alloy wheels and darkened emblems) and mood lighting that adapts to your voice or driving mode.
Under the hood, the Grandeur offers a smorgasbord of options: a 2.5-liter inline-four engine producing 195 horsepower, a 3.5-liter V6 with 296 horsepower, an LPG-powered V6, and even a hybrid setup pairing a 1.6-liter engine with an electric motor for a total of 230 horsepower. Drivers can choose between a six-speed or eight-speed automatic transmission. But it’s the tech that truly sets the latest Grandeur apart—Hyundai’s ccNC software powers the infotainment system, which includes fingerprint authentication and built-in cameras. Over-the-air updates now keep safety and climate control systems current, while added features like lane following assist, steering wheel grip detection, and even an interior fire extinguisher underscore Hyundai’s push toward premium territory.
Despite all this, the Grandeur’s fate in the US remains unchanged. As CarBuzz notes, the model “is not set to be offered on the US market anytime soon.” It’s a shame, really, considering how this car’s evolution mirrors Hyundai’s own rise from humble beginnings to international acclaim. The Grandeur’s story began in the mid-1980s as a rebadged Mitsubishi Debonair, popular in Korea but unknown in America. By 1998, Hyundai had developed the Grandeur in-house, debuting it in North America as the Hyundai XG, and later as the Azera. For a time, it was Hyundai’s answer to the likes of the Toyota Avalon—a roomy, comfortable sedan with an eye on upwardly mobile families. But as US buyers shifted toward crossovers and SUVs, the Azera faded, leaving the Sonata as Hyundai’s top sedan offering and clearing the way for the brand’s next act.
And what an act it has been. Hyundai’s transformation from a budget brand into a premium contender has been nothing short of dramatic. The company’s roots stretch back to the late 1940s, but it wasn’t until the late ’60s that Hyundai started building cars, beginning with a local version of the Ford Cortina. The 1980s saw the launch of Hyundai’s first wholly designed car, the Pony, and the brand’s entry into the US market in 1986 with the Excel and Sonata. Through the 1990s and 2000s, Hyundai’s reputation for affordability and reliability grew, bolstered by the introduction of its famous “10 years or 100,000 miles” warranty. The acquisition of Kia in a mutual ownership arrangement further cemented Hyundai’s place in the American automotive landscape.
Fast-forward to 2026, and Hyundai’s ambitions are now electrified—literally. Enter the IONIQ 9, a three-row electric SUV that has taken Korea by storm. Launched in early 2025, the IONIQ 9 quickly became a surprise hit, outselling its closest rival, Kia’s EV9, by a factor of five. According to Electrek, Hyundai moved 8,227 IONIQ 9s in Korea in 2025, compared to just 1,549 EV9s. The IONIQ 9 even outpaced Kia’s other electric offerings, including the EV4 and EV5 SUV.
What’s driving this success? For starters, the IONIQ 9 boasts a long-range capability of up to 532 kilometers (about 330 miles), fast charging, and a cavernous, family-friendly interior. Its starting price—roughly 60 million won, or $41,500—makes it accessible to a broad swath of buyers. The vehicle’s innovative vehicle-to-load (V2L) function has also become a favorite among outdoor enthusiasts, allowing the SUV to power camping equipment or external electronics directly from its battery. As local media have noted, the IONIQ 9 “looks massive on the road” and delivers on the promise of electric family hauling.
The accolades have followed. The IONIQ 9 swept Korea’s 2026 Car of the Year awards, a distinction judged by the Korea Automobile Journalists Association, the Korea Automobile Specialty Journalists Association, and JoongAng Ilbo. To celebrate, Hyundai rolled out a series of promotions in March 2026, offering a 1 million won ($650) discount on the IONIQ 5, IONIQ 6, IONIQ 9, and Kona Electric. From March 1-15, the company held an online event with EV discount coupons worth up to 10.4 million won ($7,100). One Hyundai official told Electrek, “The Ioniq 9’s achievement of the Car of the Year Triple Crown is the result of Hyundai’s electrification technology being proven by experts.”
American buyers aren’t left out of the celebration. Hyundai’s Getaway Sales Event, which ran through March 2, 2026, offered up to $10,000 off EVs like the IONIQ 5 and IONIQ 9, along with 0% APR financing for 72 months and additional discounts. It’s a clear sign that Hyundai is betting big on electric vehicles, both at home and abroad.
Looking back, it’s remarkable how Hyundai’s journey—from rebadged sedans and budget-friendly hatchbacks to futuristic, award-winning electric SUVs—has been mirrored in the evolution of its products. The Grandeur’s rise from Mitsubishi clone to luxury flagship, and the IONIQ 9’s triumph as Korea’s top EV, both speak to a company that’s not content to rest on its laurels. Instead, Hyundai is pushing forward, reshaping its image and redefining what it means to be a global automaker in the 21st century.
As Hyundai’s story continues to unfold, one thing is clear: whether you’re behind the wheel of a high-tech Grandeur in Seoul or eyeing an IONIQ 9 at your local dealer, the brand’s transformation is impossible to ignore.