Hyundai – Yes, Hyundai – Aims to Be New Badge of Luxury

“That’s the image that Hyundai hopes to carve out for itself as “modern premium.” The term is Hyundai-speak for the philosophy that will guide a full-throttle marketing campaign launching in March designed to create an emotional tie that binds buyers to the brand.

“According to Automotive News Data Center, the Hyundai division alone accounted for 645,691 units sold in 2011, up 20% from 2010. The brand has had stellar success with its “fluidic sculpture” models, the Elantra and Sonata; a racy hit with the sporty, three-door Veloster; and a performance entry in the new Genesis. It’s also preparing a fully revised bread-and-butter model, the Santa Fe SUV, for April.”

via adage.com