Hyundai Wants To Be Known as a Modern Premium Brand

It’s a message already put into place with its Hyundai Equus and Hyundai Sonata. Both have received lots of praise for their ability to deliver quality well above their price points. The Equus has garnered attention for being the equal of luxury cars costing $25,000 more.

Hyundai's new brand statement will be "New Thinking. New Possibilities,” according to a press release. "Today, customers do not believe that expensive cars with unnecessary technology are premium," Euisun Chung, Vice Chairman of Hyundai Motor said during a speech at the 2011 Detroit auto show. "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."

Bringing in Euisun Chung demonstrates how big of a splash Hyundai wanted to make with this announcement. His presence onstage guarantees the story gets play in Korea and other worldwide media markets.

Already previously announced was Hyundai’s reveal of the 3-door Hyundai Veloster and the Hyundai HCD-12 Curb concept. The Veloster offers a coupe design with the functionality of a hatch and a unique third door on the passenger-side for easy rear-seat access. Curb is a test bed for future Hyundai Blue Link and vehicle connectivity technology.