Hyundai-Nishat positioned itself as a premium brand in Pakistan and has been shy to introduce mass-market budget cars despite having some very capable small cars in its global portfolio. The most recent launch by the company in our market was the Sonata mid-sized D-segment sedan which was introduced in July 2021 against a price tag of PKR 63.99 lac for base 2.0L and PKR 70.99 lac for flagship 2.5L variant.
Although Sonata may seem an expensive product, in fact it really is, but when compared to its competition its way less expensive. The rivals Toyota Camry and Honda Accord both of which are offered as CBU are priced at PKR 186 lac and PKR 119 lac respectively. Now it looks as if Hyundai-Nishat’s decision to launch the Sonata in Pakistan has started to pay off as the mid-sized sedan witnessed its highest-ever sales in October 2021 with 255 units sold.
So far during the first 4 months of the ongoing fiscal year, 751 units of Sonata have been sold averaging 187 units a month. The 187 units monthly average might not seem appealing to you, but lets put it in this perspective. Its a 7.0+ million vehicle and its average monthly sales is more than that of Suzuki Swift. Bear in mind the Swift since many years was selling at a monthly average of around 155 odd units. Its way more than the Isuzu D-MAX which currently sells at a monthly average of 38 units.
Sonata also happens to be the only product in Hyundai-Nishat’s lineup that’s in line with the rest of the world, as both the Tucson crossover SUV as well as the Elantra sedan launched earlier this year are previous generation models which have been replaced by newer ones in international markets. Contrary to this, the Sonata is the latest 8th generation model offered in Pakistan.
In a price territory that’s considered exclusive for expensive crossover SUVs, the Sonata mid-sized sedan is doing fairly well for Hyundai-Nishat. And its success might open doors for other automakers to introduce premium mid-sized sedans in our market.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com