While many automakers will write 2020 off as a failure, history could well show last year as Hyundai s most significant turning point. The South Korean automaker capitalized on its growing reputation for its vehicles as value propositions in the pandemic s price-sensitive market while cranking up the style and build quality with a slew of new and updated vehicles such as the Kia Telluride and Hyundai Sonata. At the same time, Hyundai has started growing its N performance brand and is steadily winning journalists and enthusiasts alike with its more aggressive models.
As 2021 shapes up to be more of the same with delays on the vaccine s projected availability, Kia s ability to weather the storm while delivering quality products could be one of the few positives for the auto industry from a customer advocate point of view.