An old Korean proverb about jumping frogs is suddenly finding fresh currency in the executive suites and engineering labs of Hyundai Motor Co.After pressing pause on years of breakneck expansion to nail quality, restock the product pipeline and streamline production, Hyundai is on the offensive again.
Internally, the company’s engineers and executives liken it to an old Korean saying: “Even a frog must rest before the next jump.” And Hyundai’s next leap may be its biggest yet.
The rested-and-ready company is simultaneously jumping into three new areas: a full range of eco-cars, from hybrids to EVs to fuel cells; a new subbrand of performance vehicles; and the new Genesis luxury marque nearly built from scratch.
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