Hyundai’s all- new Azera is set to be a game-changer in the Middle East’s large sedan market when it launches in the region next month, the company said.

The sedan builds on more than 30 years’ experience to set new standards in a highly competitive segment.

The new Azera is the sixth generation for the model, also called the Grandeur in Korea, since its launch in 1986 as the Hyundai brand’s original premium car. Each generation has offered high levels of comfort and equipment, generous interior space for driver and passengers, and progressively more sophisticated engineering, it said.

The outgoing generation has sold strongly in the Middle East, and the latest version represents a bold step forward in the model’s evolution. Hyundai’s increasing commitment to leading the market in terms of design and technology is clear in every detail.

“The new Azera clearly sets its own path in terms of design,” said Mike Song, Hyundai’s head of operations for Africa and the Middle East, during preparations for the model’s regional launch.

“The styling is very balanced, very refined. Flowing lines make a strong statement, yet it also forms part of Hyundai’s evolving design language, which brings a sense of cohesion across our model range. It is innovative, sophisticated, and built on more than three decades of experience in understanding what our customers want.”

The design of the large sedan is distinguished by infinitely flowing lines, with simple, sensuous shapes representing a comprehensive refresh of Hyundai’s key visual themes. The front of the car carries the largest version yet of Hyundai’s latest signature design element, the Cascading Grille, which makes a confident new statement for the Hyundai brand.

The sophisticated styling is already winning praise, and awards. In April, the new Azera won a prestigious Red Dot award for ‘high design quality’.

As Hyundai’s new top-of-the-range offering, the all-new Azera matches its distinctive, sporty looks with all the latest comfort, convenience and safety technologies that premium buyers expect. Advanced technologies include wireless charging for mobile devices, power trunk, and premium Nappa leather seats. A seven-inch display houses the Around View Monitor and fronts an audio system loaded with Android Auto and Apple Car Play – included as standard in global markets. Additionally, a memory seat and a panoramic sunroof further enhance the Azera’s comfort and convenience.

The premium sedan is equipped with a host of new safety features, boosting the Azera’s technological edge. It boasts Hyundai Smart Sense, a comprehensive Advanced Driver Assistance System tuned for driver safety, which includes Autonomous Emergency Braking, Lane Keeping Assist, Active Blind Spot Detection, Driver Attention Alert, Advanced Smart Cruise Control and Around View Monitor.

All of this will be matched to a powerful engine, ensuring the new Hyundai Azera has the performance to match its exceptional design. For the Middle East, Hyundai will offer a 3.5 liter V6 producing 240HP. It is a specification unique to this region and a demonstration of the confidence the company has in the new car’s market potential.

The new-generation Hyundai Azera will have its Middle East launch during May, with deliveries to selected markets to follow soon after