Hyundai Motor began sales on Tuesday of its flagship full-size sedan The New Grandeur, which has undergone some drastic design changes since the sixth-generation Grandeur IG was launched in 2016.

Under the slogan “Sensuous Sportiness,” Hyundai Motor has applied an integrated-type front grille with a checkered pattern called a “parametric jewel pattern.” 

The automaker has also used daytime running lamps, headlights that look like part of the front grille when turned off, in what appears to be a new signature for its cars.

As a result, The New Grandeur’s luxuriousness has been ramped up and it looks much “younger” than its predecessor, the automaker said. 

“In Korea, (The New) Grandeur has been considered an icon of success. Now targeting young (people in their) 40s with a lot younger, sporty image … we wanted to make new changes (to the car) based on key values such as dignity, balance and innovation,” said Hyundai Motor’s Vice President of Design Lee Sang-yup during the unveiling event held in Ilsan, Goyang, Gyeonggi Province, Tuesday. 

Compared with the 2016 version, The New Grandeur’s body is 60 millimeters longer, measuring 4,990 millimeters, while the wheelbase is 40 millimeters longer.

Inside the car, the automaker has included an electronic gear selector to replace the traditional knob.

A new dashboard layout is also noticeable, with the digital instrument cluster and 12.3-inch infotainment screen at the center. The cluster and navigation display are next to each other in a seamless and connected design that offers better visibility. 

Some other minor alterations include sleeker and repositioned AC vents, a new fully digital climate-control touchscreen and a 64-color ambient mood light for a premium ambiance.

An air purification system and a fine dust detection sensor have been installed inside the car for the first time as well. 

A total of 10 new and innovative safety features have been added to The New Grandeur including highway driving assist, parking collision-avoidance assist, blind spot monitoring and remote smart parking assist.

Hyundai Motor will offer four powertrain options -- a 2.5-liter, four-cylinder petrol; a 2.4-liter petrol hybrid with a 38-kilowatt electric motor; a 3.0-liter LPG-powered unit; and a 3.3-liter V6 petrol.

Three kinds of trim -- premium, exclusive and calligraphy -- are available, while the price begins from 32.9 million won ($28,151) and goes up to 44.8 million won. 

Customers can choose from eight colors for the exterior and five color combinations for the seats.

Since the automaker began receiving preorders Nov. 4, a record 32,179 units have been preordered, Hyundai Motor said. 

By Kim Da-sol (ddd@heraldcorp.com)