Rub the sleep out of your eyes, take two Advil for last year’s hangover and wake up to the year of the rebranded automobile. Ford’s Fiesta is desirable these days?  Sure.  Here’s something else: Hyundai has risen to the forefront of the automotive world, becoming the 4th largest automaker worldwide and fastest growing as of last year.

Hyundai has changed our perception by, well, being smart.  The Korean born company offers substance for value, proving that a brand can rise from the ashes of old Letterman monologues to become an industry leader.
US sales topped 500,000 vehicles last year.  Here’s how.

QUALITY. Easy enough.  Hyundai found its niche within the market by offering its version of ‘affordable luxury’ and it worked because their cars did get better.  With gaudy accolades like Sonata’s ascension into Car and Driver’s 10 best cars for 2011, what’s not to like?  Buyers took notice of this trend towards excellence and trust ensued.
Speaking of trust…

BECAUSE OF THE TIMES. Capitalize on a weak and wary economy by flexing America’s Best Warranty and the Hyundai Assurance Program, which provide both stability and a cushion to fall on respectively (just in case).  Lose your job, return your car; the buyback guarantee just makes sense to consumers.  Plus this makes Hyundai the good guy.  All this protection makes the Accent, Sonata, and Elantra, EPA mpg leaders in their respective classes, risk free investments.
Reassurance accompanied by…

AESTHETICS. The newer Hyundai models just look better.  Who needs the Mercedes Benz symbol when 10 feet and thousands of dollars away your Hyundai emits a healthy glow created by looking just as good (and running clean)?  Ugly cars do not translate into sales.  You will find something you’ll like. Variations on older models like the Accent 3 door or Elantra Touring give buyers options plus the satisfaction of knowing that they won’t look like they compromised.  And the Tucson and Santa Fe provide room for kids & pets without that ‘minivan’ feeling.
But really, what is better than…

THE VOICE. The Dude as the voice of the ad campaign?  Brilliant.  What better celebrity than Jeff Bridges to soothe the public’s ears?  His voice says ‘It’s alright, Hyundai’s got your back.’ He probably even drives one.

LUXURY REDEFINED. Have you seen the Equus?  Hyundai is confident enough to trot its equine inspired beast to American audiences this year, making them a player in the ‘super luxury’ realm with Mercedes, BMW and the rest of the elite.  This says as much about where they are as anything.  Plus, the owner’s manual comes as an iPad app.  It’s like the little cousin who was once picked on, but stayed up late at night working out & studying until one day you encounter a refined, adult version of the kid we once knew.  Smarts, looks and style, these guys are proof that if willing, perceptions can change.
Hyundai abides.  And the public thanks them.