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How big of a surprise was it to be included in the Top Picks, given all the technological advances made by Hyundai over the years?

JK: Achieving Top Pick status is very difficult, so while we believed we would be considered for this honor, we were by no means sure we would achieve a Top Pick. We wouldn’t call this a total surprise, but more like an absolute delight that the automotive experts at Consumer Reports (CR) recognized the balanced product strengths of Elantra SE and Santa Fe versus the more well-known competition from Toyota, Honda, and others.

When did Hyundai Motor America begin to stress safety features such as the ESC (electronic stability control) as an essential part of Hyundai cars What strategy did HMA have in mind at the time?

JK: HMA has been working diligently to improve the level of trust that American car-buyers feel for the Hyundai brand. We lost their trust in the late 80’s and early 90’s with cars that did not meet their expectations, and we found earning their trust back to be our biggest challenge. We knew that improvements in safety would improve our quality reputation. Our strategy was to develop a two-pronged approach to building trust – through excellent quality and industry-leading standard safety technology. Our biggest decision was to add ESC as standard equipment on the 2006 NF Sonata - a decision we made in November 2004. This was a bold move designed to give Hyundai a strong and unique selling point against the mighty Toyota Camry and Honda Accord.

Where do you see Hyundai cars positioned in the U.S. in five years?

JK: We’re focused on the “bookends” of the Hyundai lineup - our flagships, and our entry-level vehicles. Presently, we¡’re in the midst of launching premium products like Veracruz and Genesis in America. These outstanding products from our R&D team arecausing Americans to rethink their perceptions of our brand, and should provide a lift to our overall brand image. At the same time, the American market is showing increasing interest in smaller cars - a long-time Hyundai strength. Our advanced planning groups at HMC and HMA are hard at work now developing breakthrough entry-level products that can provide a kind of “reverse halo” across our entire lineup by delivering affordable, innovative and aspirational smallcars to American car buyers. Longer term, we’re working out the details of our green technology strategy, which will be critical to developing our image as an industry leader in this highly competitive U.S. market. [Source: Hyundai]