In what has to be one of the most remarkable turnarounds in automotive history, Hyundai has virtually reinvented itself.
Back in 1985, Hyundai’s first car in the U.S — the Excel, attracted a lot of attention with its sub-$5000 base price and handsome Italian styling. Buyers responded enthusiastically, buying nearly 170,000 copies of the car in its first year on the market. Unfortunately, the one aspect of its name the Hyundai Excel lived up to was its ability to excel at being unreliable.
Perseverance is key to achieving success, and persevere Hyundai has. Over time, the company mastered reliability and quality, while still managing to keep its cars affordable. A few years ago the company went after the goal of adding style to its product portfolio as well and has been successful in that regard to.
It seems the company can do no wrong (well, aside from that whole 40 mpg thing).
From its newly realized position of strength, Hyundai is now feeling emboldened enough to go out on limbs and take a few chances. And thus, we have arrived at Hyundai’s Veloster, introduced in 2012 as an all-new Hyundai model.