Hyundai stands at a crossroad, balancing its continued reputation as a low-priced leader, while embarking into luxury car segments. The latest string of Hyundai models are not only more upscale than Hyundais of previous years, but they’re far more stylish, helping the brand standout from traditional competitors such as Hondas and Toyotas.
Delivering value and style is paying off. Through November of this year, U.S. market share was 4.3 percent, up 3 percent from last year. While that still places Hyundai far behind the likes of Honda and Toyota, it shows that the brand is getting plenty of attention with its unbeatable incentives and new products.
In addition to the award-wining Genesis sedan and coupe, Hyundai is preparing to launch a string of vehicles that would help continue its momentum. These vehicles include the redesign Tucson and Sonata. Both of which feature far more elegant styling and an array of luxury amenities. Further out, Hyundai also plans to launch its most ambition car yet, the Equus luxury sedan.
Although Hyundai’s gains in market share are modest, the brand has become more competitive even while battling the effects of an economic recession. Hyundai’s resilience and risky strategies continue to may off, which is why Hyundai may be recognized as a very different car make in only a few years time.
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