"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."