Even though the new 2014 Hyundai Azera is significantly upgraded over the previous version, the Korean car maker decided to lower its starting price, giving it a better fighting chance against the well-equipped, well-priced rivals. The 2014 Azera (Grandeur) starts from $31,000.

That is for the base model. There is also a new Limited version, which adds a new 8-inch navigation system and new electroluminescent gauge cluster with color LCD trip computer and power-folding side mirrors, and starts at $34,750.

Both versions of the 2014 Hyundai Azera are powered by the same 3.3 liter GDI V6 engine developing 293 horsepower, mated to Hyundai’s in-house six-speed automatic transmission. It does 23 mpg combined.

The 2014 Hyundai Azera benefits from a recalibrated steering that offers refined feel and precision. It also gets an standard 6-inch color LCD audio display with rearview camera in the base model, as well as blind spot monitor system. The electroluminescent gauge cluster with color LCD trip computer is the other new edition found on all models.

Standard safety features include nine airbags including dual front, front and rear seat-mounted side-impact, front and rear side curtain airbags and a driver’s knee airbag, as well as Vehicle Stability Management (VSM) system, which optimally manages ESC (Electronic Stability Control) and the Motor-Driven electric Power Steering (MDPS).