Hyundai wants to take a second crack at the Japanese market after it pulled out of these in 2009. This time, they’re doing so with a focus on technology.
Hyundai is betting that the move will appeal to younger Japanese buyers who are also more open to trying South Korean imports, citing the success of brands such as Samsung, and a strong affinity for Korean culture trends. Hyundai sold just more than 15,000 passenger vehicles in Japan over its first eight years. At the time, Volkswagen Group, the biggest selling import, was selling around 60,000 annually.
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