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Hyundai had a design first strategy...

 

I've worked in the automotive industry, so I might have a somewhat valid opinion here, I'd say Hyundai was very clever.  They knew ten years ago that their products didn't have the reliability reputation of a Toyota or Honda product, so they decided not to compete on that market, and to instead compete on design.  They looked carefully at Mazda.  Mazda wanted to compete against Toyota and Honda, but couldn't, so instead it furthered its reputation as a sporty alternative to Toyota.  Hyundai also looked carefully at Nissan and studied the strengths and weaknesses of Nissan, Nissan had merged with Renault and was getting a new design influence but at the same time the Japanese division had also adopted an efficiency-first goal, the Franco-Japanese debates ensued and eventually Nissan was neither leader in efficiency nor in design.  Thus, overall, Hyundai decided on a two pronged strategy; to emphasize design first and make the most attractive cars in their class, and secondly to go after a market segment in the USA with medium credit scores (when Toyota and Honda were targeting those with higher credit scores).  The result ended in massive sales with a more emotional audience and Hyundai has been incredibly successful.  Hyundai's cars also drive significantly better than the equivalent Toyota or Nissan.  My Hyundai Sonata rental car and Elantra were much better than the Toyota Camry and Corolla from a driving feel perspective (although they were worse in fuel economy). 

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