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Hyundai Motor Co. plans to unveil a global branding strategy under the concept "modern premium" in a bid to nudge its image upmarket and command higher prices more in line with the carmaker's recent strides in quality and technology.

The concept, already used internally, is expected to be announced at the Detroit auto show in January and rolled out next year. A new slogan will also be revealed to replace Hyundai's current message of "Drive Your Way," spokeswoman Song Meeyoung said.



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