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Hyundai Hopes Veloster, Azera Will Spearhead New Brand Image

MINI has the Coupe to show it’s more sporty, while Mercedes has cylinder deactivation on the SLK55 AMG to bring lower emissions to the range. Now that Toyota is taking bold steps in its designs to recapture US consumers with mores like the Camry, what do the Koreans bring to the table as an answer?
According to Automotive News, the Veloster and Azera will take on the US market with bold design, which should be enough to keep sales going for at least a couple of years.

"We have demand in excess of our ability to supply, for almost all of our models right now," said John Krafcik, chief executive officer of Hyundai’s US operations. "With the Veloster and especially with the Azera, you're really going to see this focus on design pay off."

In the past year, the South Korean brand’s share of the market has increased by 0.5 percent to 5.2 percent in August. In the mean time, Toyota has dropped 2.5 points to 12.7 percent, while Honda’s slice of the US pie is 1.5 points down due to the earthquake.

Both are making a return to full production, but Hyundai says their success is not strictly due to the fall of their competitors.

"The rest of the year may not be as earth-shattering as the beginning has been" for Hyundai, said Jessica Caldwell, a senior industry analyst with Edmunds. Honda and Toyota "will be more aggressive in the final months of the year."
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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