More often than not, building better vehicles comes at a price but Hyundai's clientele may not be very happy about the company's pricing strategy with the brand-new 2012 Azera that starts at $32,000 (€24,500), not including an $875 delivery and handling fee that pushes the price to $32,875.

Granted, the redesigned Azera costs $4,725 less than the 2012 Lexus ES350 ($36,725), but it's also $6,605 more expensive than its predecessor and only $2,400 cheaper than Hyundai's more upscale and powerful Genesis V6 sedan, which features a 333HP 3.3-liter engine linked to an 8-speed auto.

Proving that you don't necessarily need to start off with a strong brand name to succeed in today's crowded car market, Hyundai and its Kia affiliate are building their awareness among consumers with a constant stream of either brand new entries or updated vehicles that are hugely improved over their predecessors.

At the 2011 edition of the Los Angeles Auto Show, Hyundai is lifting the covers of the new generation of its Azera sedan that will go on sale shortly as a 2012 model.

As Hyundai pointed out, the 2012 Azera is the seventh new vehicle in Hyundai’s 24/7 version 2.0 product initiative, which means seven new models every 24 months, and comes on the heels of the all-new Tucson, Sonata, Equus, Elantra, Accent and Veloster.

The Azera is the North American version of the Korean market Grandeur that was launched in the beginning of the year.

According to Hyundai, the Azera competes against the likes of the Ford Taurus, Nissan Maxima, Buick LaCrosse, Toyota Avalon and even the Acura TL and Lexus ES350.

It's only a matter of hours before Hyundai unveils the brand new Azera sedan at the 2011 Los Angeles Auto Show, but the Korean manufacturer has dropped some initial data and a teaser video of the car.

As most of you probably already know, the Azera is based on the South Korean market Hyundai Grandeur that was introduced in its home market this past January.

While the Grandeur is available with a 201HP 2.4-liter four-cylinder and a 270HP 3.0-liter V6, Hyundai says that the North American model will be equipped with a 293HP V6 engine that delivers 29mpg highway.