After a record-shattering sales performance in 2010, Hyundai is preparing to take things to the next level this year: The company introduced a new branding statement at the recent North American International Auto Show in Detroit, along with two equally new vehicles. It marks an important change in direction for the automaker, according to Hyundai vice chairman Euisun Chung.
“Today, customers do not believe that expensive cars with unnecessary technology are premium,” he said in a speech given in Detroit. “Instead, they want their core needs fulfilled at an accessible price and with a car that exceeds their expectations; a car that reflects their values and the times in which they live.
“Hyundai is not just a company that makes cars. Hyundai is a company that creates new possibilities. Our goal is not to become the biggest car company. Our goal is to become the most-loved car company and a trusted lifetime partner of our owners.”
That’s the impetus behind Hyundai’s fresh guiding principles, which are expressed as “New Thinking. New Possibilities.” The first fruits of this new strategy? The 2012 Hyundai Veloster three-door sports coupe and the Curb show vehicle, designed to showcase the look of a potential new Hyundai crossover.
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