How Hyundai Became the World's Hottest Automaker

Hyundai is currently on fire.  For decades, it has grown steadily and relentlessly, following in the footsteps of Toyota, Nissan, Honda, Mazda, Subaru, and Mitsubishi. However, Hyundai's next chapter appears to be very different from that of its Japanese competitors.

Hyundai Motor Co. appears to be on a far higher trajectory than its Japanese rivals. This isn't only because the number of vehicles available under its Hyundai, Kia, and Genesis brands comfortably approaches that of the Japanese heavyweights. 

It's also not because it already has plug-in hybrid, battery electric, and fuel cell powertrains in production and on the market in multiple global markets, whereas several Japanese manufacturers are still deciding which direction to go.

What's crucial is that Hyundai is gaining a knowledge of the soft side of the company that the Japanese, despite their undeniable manufacturing prowess, never seemed to grasp.

The most prominent example is the Genesis premium lineup's implementation. The gasoline-powered models all ride on distinct premium rear-drive platforms rather than being blatantly gussied-up versions of less expensive vehicles, as far too many Lexus, Infiniti, and Acura models do. Hyundai understands that discriminating clients demand true luxury integrated into their vehicles, not added on.

Then, there's design. The aesthetic sophistication of today's Hyundai, Kia, and Genesis vehicles is due to Hyundai design chief Luc Donckerwolke's firm opinion on how they should look.

Toyota is seeking to correct past mistakes with its GR brand, but Hyundai already has many more fast, inexpensive, and fun-to-drive N-brand cars on the market around the world, and it will have N performance EVs on sale by next year. "High performance emotionalizes automobiles and people," says Till Wartenberg, the new director of the division founded by former BMW M CEO Albert Biermann. But here's the real kicker: "The N automobiles are the company's most lucrative vehicles."