Beyond Genesis: Will Success Spoil Hyundai?

Fundamental Questions Arise as Korean Automaker Ponders Next Moves in U.S.

As it enters its third decade in the U.S. market, Hyundai certainly has reason to celebrate, despite the generally dismal state of the American market. Its market share has never been higher. And it has pushed into Japanese territory on most of the credible automotive quality studies. It also scored an unexpected victory this month when a panel of 50 North American journalists voted the automaker's first luxury model, the Genesis sedan, its North American Car of the Year (NACOTY). The Genesis also ranked high as a 2009 Motor Trend Car of the Year finalist.