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Hyundai Motor has put higher prices tags on the new version of its Sonata in the U.S market, matching those of comparable Japanese cars.
The Korean carmaker priced the NF Sonata between US$17,895 and $22,895, up 10 to 15 percent from the old version but at a similar level of Japanese rivals like Honda¡¯s Accord and Toyota¡¯s Camry. Hyundai¡¯s appeal to American consumers has so far been a lower price tag, but the company now says it wants to beat its Japanese rivals on quality.
Hyundai Motor CEO Choi Jae-kuk said the quality of its cars was being recognized in the U.S market, as last year¡¯s JD Power survey showed when it ranked the Sonata first. Choi said the company would focus on advanced safety and convenience to meet the demand of consumers, striving for a more high-end brand image.
But some experts are skeptical, saying the Korean carmaker has not thrown off the image it built with the low-priced Excel in the 1980s. They add that the Honda Accord and Toyota Camry have established an unrivaled brand image with sophisticated design and quality, while Hyundai is only just starting out on that road.
But Hyundai Motor America president Robert Cosmai said the Sonata could take on its Japanese rivals on an equal footing given improved quality.
Hyundai Motor has made great changes to its production strategy to enhance quality. The company¡¯s Alabama factory, which has the potential to produce 1,000 units a day, currently produces only 200 NF Sonatas.
An official at the brand-new factory said the fate of Hyundai Motor would be decided by the success of the NF Sonata in the U.S market. It would become evident very soon whether it will remain a cheap brand or rival Japanese automakers, he said.
(englishnews@chosun.com )
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