Azera didn't do very well like they did in Korea, mainly because people weren't willing to pay that kind of money for a touched-up Sonata.
I was under the impression that for a full-size car with luxo features, it was pretty cheap.
I would suggest that it was more an issue of "big = luxury = expensive = badge appeal, but hyundai = not-lexus = inexpensive = unappealing brand"