Why Is the Hyundai Avante Back in the Spotlight?
Hyundai Motor disclosed the key specifications and prices of the eighth-generation fully redesigned model, the All-New Avante, and began taking orders on August 5, 2026. The model is offered with two powertrains—a 2.0 gasoline engine and a 1.6 hybrid—and three trims: Modern, Premium, and Inspiration.
The reason for the increased search interest is not simply the launch of a new car. After the price list was released, reactions emerged that “the Avante now costs around 37 million won,” while Hyundai simultaneously announced official results showing more than 10,000 orders on the first day. The controversy spread again after comments on pricing by José Muñoz, CEO of Hyundai Motor, were reported following the Hyundai Motor 2026 CEO Investor Day on August 26, 2026.
This issue is less about “the entire Avante starting at 37 million won” and more about a new-car pricing controversy in which high-trim and option prices coincided with strong initial demand.
What Exactly Is the Basis for the 37-Million-Won Avante?
According to official materials, the All-New Avante starts at 23.98 million won for the 2.0 gasoline model and 30.42 million won for the 1.6 hybrid model. The hybrid price is presented before tax benefits are applied.
The “37 million won” figure at the center of the controversy is not the starting price. It comes from the upper end of the hybrid lineup. A Korea Economic Daily test-drive report listed the All-New Avante 1.6 Hybrid Inspiration at 36.99 million won and explained the background to the controversy.
Daehan Economy also highlighted the price increase. It reported that the All-New Avante’s starting price rose by 3.36 million won from the existing 2026 Avante Smart trim’s 20.62 million won, while a fully optioned hybrid could reach 42.64 million won before tax benefits.
| Category | Confirmed price or detail |
|---|---|
| 2.0 gasoline starting price | From 23.98 million won |
| 1.6 hybrid starting price | From 30.42 million won, before tax benefits |
| Hybrid Inspiration | Reported at 36.99 million won |
| Fully optioned hybrid | Reported at up to 42.64 million won before tax benefits |
More Than 10,000 Orders Came In on Day One Despite the Price Backlash
Regardless of the pricing controversy, initial order performance was strong. On August 6, 2026, Hyundai Motor officially announced that the All-New Avante received 11,094 orders on its first day, setting the highest first-day order record in Avante history.
However, this figure represents orders. It should not be treated as equivalent to completed deliveries or completed sales. According to the official announcement, the selection rate for the top-tier Inspiration trim was 52%, while the hybrid model accounted for 27.5% of selections on the first day.
This made the controversy even more pronounced. Reactions that “the Avante has become expensive” appeared alongside results showing a high share of upper-trim selections and a surge of first-day orders.
Muñoz’s Comments Do Not Confirm a Price Cut
The Hyundai Motor 2026 CEO Investor Day, held on August 26, 2026, was another factor behind the renewed attention. According to KRX disclosure materials, the event was scheduled as an investor-relations event at the Conrad Hotel in Yeouido at 2 p.m. on August 26, with both an in-person session and an online livestream.
ZDNet Korea reported that José Muñoz, CEO of Hyundai Motor, said at the event that the company could adjust the product configuration or incentives after gauging the market’s response to the All-New Avante pricing controversy.
Energy Economy subsequently reported on August 27, 2026, that industry representatives and experts criticized Muñoz’s comment that “consumers determine prices,” saying it diverged from the actual pricing decision structure.
The important point is that this does not mean Hyundai Motor has confirmed a price reduction. The confirmed information is limited to reports that the company left open the possibility of adjusting the product configuration or incentives after observing market reactions.
What Consumers Should Check
When looking at the Hyundai Avante issue, three points should be separated.
- The official starting prices are 23.98 million won for the gasoline model and 30.42 million won for the hybrid model.
- The “37 million won” controversy is connected to reports of the 36.99 million won price for the Hybrid Inspiration trim.
- The 11,094 orders on the first day are official order figures, not completed delivery or sales figures.
Hyundai Motor’s official website also announced a nationwide showroom event schedule for the All-New Avante from August 26 to October 4, 2026. As the schedule for viewing the actual vehicle coincides with the continuing pricing controversy, search interest may continue for some time.