Is Korea's Number One Automaker Pushing Its Sports Car Upscale?
Having just opened an all-new factory in Alabama, launched three completely updated cars, in the Accent, Sonata, and Azera,
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| "Yes, we are developing rear-wheel drive for the next sports car," admitted Hyundai Executive Senior Vice- President, Hyun Soon Lee. (Photo: Hyundai Auto Canada) |
Korea's number one carmaker is on target to continue its global expansion, which was revisited in the theme of the corporate display at this year's Seoul Motor Show. In its presentation, the company dropped a major hint of a forthcoming rear-wheel drive vehicle that is described by Hyundai executives as a "serious sports car."
Although the idea of a true performance Hyundai sounds too good to be true, the car's development was addressed during its press conference there. Executive Senior Vice- President, Hyun Soon Lee, responded to the press' eager questions with a
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| The announced rear-wheel drive sports machine will become the fourth-generation Tiburon, which is set to make a global debut sometime during 2007. (Photo: Trevor Hofmann, Canadian Auto Press) |
This remark not only caught the press, show-goers and enthusiasts off guard, but also other company executives who had been keeping the project under wraps.
The development of a 'halo' sports car is seen as beneficial for brand image, giving consumers something to look up to. By building a capable performance sports car, Hyundai would effectively increase its appeal to younger generations who aren't as interested in quality or reliability as they are in image.