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Korea’s largest automaker, one of the largest in the world once its Kia subsidiary is included, has always been known for pricing its cars properly. More and more often as years have gone by, Hyundai has been building its cars properly, too. Of late, Hyundai has even been designing its cars in a more than satisfactorily fashion.

What’s this all add up to? It’s time for Hyundai’s marketing efforts to kick in to high gear. The Korean giant has been heading this way with subtle-but-strong advertising of the Hyundai Genesis luxury sedan; with sporty-yet-classy commercials for the Hyundai Genesis Coupe; and even with appropriate use of superstar athletes – Brett Favre ain’t a bad spokeman.
Now it’s time to hit a different note. The 2011 Hyundai Sonata is a wild departure for the company, an exclusively 4-cylinder offering in a segment filled with multi-tiered engine lineups. Each time a new Hyundai Sonata has been released to the Marketplace over the last couple of decades, the newer car looks nothing like the old. The latest Sonata, on sale soon as an MY2011 car, isn’t a traditionally beautiful car by any means but is still a dramatic alternative to the staid outgoing Sonata. Perhaps an injection of humour would be well received by consumers in North America?