Be afraid, be very, very afraid, or so Hyundai seems to be saying as it rolls out the new i40 at the 2011 Geneva Motor Show.
The new model is part of an aggressive product offensive that the Korean carmaker hopes will help it duplicate its stunning success in the American market into a surge of European gains.
In 1994, when I first visited the Hyundai design studio in Seoul, I was amazed to see a slew of drawings on the wall, with names I could not read, but the dates indicated the car manufacturer was dead set on becoming an important player on the global market by 2005.
Now, Hyundai Motor Company is the world’s fourth largest automaker. During the past seven years the brand’s market share has shown a steady increase – notably in Europe, where imports have had an uphill battle.