There is no question that Korean automaker Hyundai is doing well in the unprotected U.S. market. The industrial giant has picked up two market share points this year as its relentless pace of new product introductions and savvy marketing and advertising left domestic and Japanese competitors in its rearview mirror.
Increasing sales in a depressed market is no mean feat. Moreover, it is now clear that Hyundai is moving into its next phase of expansion.
So here comes the sixth generation Sonata, already on sale elsewhere, to do battle with a weakened Honda, severely wounded Toyota, as well hapless General Motors and Chrysler, among others. Sonata is aimed at the very heart of the expanding mid-size car market and brings to the sales battle both technology and fuel economy boosts that have promotional and, depending on how you view the styling, emotional appeal.