12-1 How Hyundai conquered US market?

South Korea's automobile industry is stronger than ever. The country's carmaker leader Hyundai Motor Co is on a roll in US car market. How Hyundai conquered US market?

Hyundai entered the US market in 1986 with only one model, the Hyundai Excel. That year, Hyundai set a record for selling the most automobiles in its first year of business in the United States compared to any other car brand, a staggering 126,000 vehicles. How Hyundai conquered US market?

Initially well received, the Excel's faults soon became apparent. Also, efforts to bring costs down made reliability suffer. With an increasingly poor reputation for quality, Critics called Hyundai's inexpensive compacts, "Cars that make trouble" - a play on the company's slogan, "Cars that make sense." Sales fell precipitously, and dealerships began abandoning franchises. At one point, Hyundai became the butt of many jokes. How Hyundai conquered US market?

Quality problems tarnished the brand's reputation long after the issues were corrected. Rather than drop out of the world's largest automotive market, the parent company of Hyundai began investing heavily in the quality, design, manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000 mile (1 mile = km) warranty to its vehicles sold in the United States. How Hyundai conquered US market?

The introduction of the industry's first 10-year warranty - compared with just three years at quality leaders like Toyota and Honda - reassured the nation's quality and value-conscious consumers. How Hyundai conquered US market?

Starting in 1999 when Hyundai sold one out of every hundred new cars registered in America, to 2001 when Hyundai doubled its market share in just two years, Hyundai is now parked at 7.2% of the overall U.S. automobile market. How Hyundai conquered US market?

No more. These days, Hyundai is winning international accolades for reliability and design as it battles to catch up with Japanese, European, and American rivals on global markets. Its mid-sized Sonata was just rated the most reliable car in the US market, according to Consumer Reports. How Hyundai conquered US market?

Hyundai is the top-ranked non-premium brand in J.D. Power and Associates 2014 U.S. Automotive Performance, Execution and Layout (Apeal) Study. It's a one-two punch for the Korean automaker, which also led non-premium brands in Power's Initial Quality Study last month. It marks the first time a nameplate has ranked highest among non-premium brands in both Apeal and IQS in the same year, Power noted. The Apeal Study looks at how gratifying a new vehicle is to own and drive. Porsche is the highest-ranked nameplate in Apeal for the 10th consecutive year. How Hyundai conquered US market?

The Fluidic Design language used by Hyundai first appeared on the Sonata sedan back in Since then, the philosophy has undergone an enhancement and refinement that has made its way onto each successive model. How Hyundai conquered US market?

Questions Analyze Hyundai's competitive advantage on the basis of product component model.