Hyundai May Be The Fox In The Hen House, But Who Is The Chicken?

The recession precipitated one of the most tumultuous years ever for the U.S. auto business, but to Hyundai, it may have presented the perfect opportunity.

On Tuesday, when car companies announce their latest sales figures, the South Korean automaker that was once an industry laughingstock will announce its best retail month ever and that despite the vast shrinkage of the U.S. market, it expects this year's sales to exceed last year's.

Just as McDonald's and Wal-Mart have found favor from consumers during the recession, so, too, is Hyundai benefiting from its cut-rate allure, analysts said. Having largely shaken off a reputation for quality problems that arose after its U.S. launch in 1986, Hyundais look like a deal to many consumers.

"Value-focused brands tend to do better than premium brands during difficult economic times, and that's played to our natural strength," said John Krafcik, Hyundai's president in North America.


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