Hyundai’s new Sonata clearly looks more creative than the old.  The radical styling takes many cues from the Mercedes CLS-class–and we’re not complaining.  No V-6 will be available for the Sonata; instead, Hyundai will be pushing ahead with improved safety, interior amenities, and fuel economy.  Weight is down to a total range between 3,100 and 3,400 lbs.–an astonishing figure for the growing mid-size range.

The standard engine will hover around variations of a 2.4 L direct-injection unit averaging just under 30 mpg and achieving 190+ hp.  Engines will be linked to either a 6-spd. manual or automatic transmission.  Interior space and luggage capacity are both greater than their top competitors from Honda and Toyota.  Hyundai will be making a “Blue Drive” gas-electric hybrid system available for preview soon after the regular sedan’s release.  A more powerful turbo-charged 2.4 will be offered for drivers seeking output in a V-6 range.

We’ve grown used to hearing good news about Hyundai prospering during these sour times, but not everything’s bright for the Korean giant.  The company will be fleeing the Japanese market after struggling there since its launch in ’01.  Hyundai failed to get past its “cheap” stigma in the Land of the Rising Sun, selling just fifteen thousand vehicles there in eight years.

Official pricing and specs for the Kia Forte sedan have been released.  The Forte will have a starting price of $13,700; a total of two engines, four transmissions, and three trim levels will be offered, with a coupe bodystyle soon to follow.  The Forte replaces the Spectra as Kia’s primary compact vehicle.  The Forte is the second model of a new generation of Kias to reach North America.  Kia management is hoping to recondition the brand to appeal to young buyers as an alternative to Toyota’s Scion.  Borrowing a Scion cue with the tC, the new Kia line will drop innovation and instead offer stylish designs inspired from existing products.  (The tC was formulated from research that found young buyers wanting something akin to a BMW in aesthetics.)

The whole plan is part of a broader Hyundai effort to break into Japanese market share in the West.  Hyundai vehicles have improved in overall quality, but suffer from a stale image.  Rather than take a risk, designers are reworking popular forms seen on the road today.  The Genesis sedan borrows from the Mercedes S-class and Lexus LS-series, the coupe takes from the Infiniti G37, and the Soul from the Honda Element and Scion xB.

It’s easy to see the Forte is visually derived from the Honda Civic.  The Hyundai plan hopes to attract enough buyers away from competitors through pricing advantages.   Kia Motors is seeking to drop its reputation for cheap economy for one of affordable style–the Old Navy of automobiles, if you will.  Kia aims to have a sport package for the Forte sedan and coupe in the near-future.