Hyundai focuses on customer-driven premium value for new Grandeur

May 14, 2026, 09:19 am

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Yoon Hyo-jun, head of Hyundai Motor’s Domestic Business Division, delivers welcoming remarks during the “The New Grandeur Media Day” event held at Theatre of Light at Grand Walkerhill Seoul in Gwangjin District, Seoul, on May 13. /Hyundai Motor

Hyundai Motor’s revamped Grandeur sedan is designed around the evolving definition of premium mobility, with a stronger focus on customer experience, software integration and next-generation digital technologies, according to a senior company executive.

“Customers want premium value not only in design and emotional appeal, but also in every moment they experience while using the vehicle,” Yoon Hyo-jun, head of Hyundai Motor’s Domestic Business Division, said Tuesday during “The New Grandeur Media Day” event held at Theatre of Light at Grand Walkerhill Seoul in eastern Seoul.

“In response to these changes, Hyundai focused on what premium assets customers truly want the Grandeur to deliver,” he added.

Yoon emphasized that the new Grandeur improves core sedan qualities including driving performance and ride comfort while also strengthening the vehicle’s overall product competitiveness.

The executive noted that the automotive industry is changing faster than ever as technological innovation expands beyond hardware into software, while electrification and digital transformation redefine the customer experience across mobility services.

Against that backdrop, Hyundai sought to preserve the Grandeur’s long-standing identity of “unchanging dignity” while incorporating innovations demanded by a new era, he said.

First launched in 1986, the Grandeur has been one of Hyundai’s flagship sedans, with the current model representing the seventh generation introduced in 2022.

Yoon described the updated Grandeur as “the starting point” of Hyundai’s transition toward SDVs, or software-defined vehicles.

“The car will go beyond being a simple means of transportation,” he said. “A new experience in which vehicles remain continuously connected with customers will begin with the Grandeur.”

Hyundai has equipped the new Grandeur with its next-generation infotainment platform, Pleos Connect, accelerating its shift toward software-centered mobility.

The system features “Gleo AI,” a large language model-based generative AI agent designed to provide personalized driver experiences.

“All of these changes are summarized in one message — ‘Not Yet Grandeur,’” Yoon said. “Rather than remaining satisfied with current achievements, we will continue presenting a model that sets future standards through innovation that transcends the times.”

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