When we first drove the all new 2011 Sonata, we commented that the time to buy the car is now, before Hyundai gets smart and jacks up the price. That price-hike may come sooner than later, with company CEO Steve S. Yang recently commenting that it is one of the automaker's "main goals."
"When our quality is almost equal to (Tier 1 non-luxury brands), then our prices should be similar," he said at a meeting at the automaker's U.S. headquarters.
Unfortunately for Hyundai its perception by consumers hasn't yet caught up to its reputation with the automotive press, or with its solid quality, reliability and dependability statistics. To combat this imbalance, Hyundai will launch a marketing campaign focused on the brand's recent awards. Through quality products and a new corporate image, Hyundai wants to become one of the top three automakers in quality, and one of the top five in perceived quality within the next five years.
More: Hyundai Preparing to Hike Prices in Response to Rising Quality, Demand