Feb 14th, 2012 by Ross Edwards
The 2012 Hyundai Azera will start at $32,000 when it goes on sale this spring. The newly redesigned Azera will cost $6,500 more than the 2011 model, so expect an impressive level of luxury from the Azera, similar to what Hyundai has stuffed into the Genesis Sedan and Equus.
A large part of the 2012 Azera’s massive price increase is that Hyundai is doing away with the idea of a base model Azera. The only option on the full-size car will be a $4,000 tech package, according to Autoblog. Features that are normally options like a navigation system and a backup camera will be included in the Azera’s price. This means that the price increase over a similarly equipped 2011 Azera isn’t nearly as much as it seems. Still, it’s hard not to get sticker shock.
Hyundai hasn’t started claiming that the Azera is a 3-Series/ C-Class fighter at a fraction of the cost yet, like the company has done with the Genesis Sedan and Equus, but that’s probably because it isn’t a fraction of the cost. It’s going to be a tough sell for Hyundai dealers to convince buyers of a $30,000+ car that they would rather have a Hyundai than a BMW or a Mercedes, no matter how many extra technological and comfort accessories are included.
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