Hyundai's U.S. boss says the brand is changing from a "value" brand into a "valuable" brand.
John Krafcik, CEO of Hyundai Motor America, said the brand is quickly shedding its roots as a purveyor of new cars for used-car prices and becoming a major player in the global industry.
For example, consumers were willing to pay 96 percent of a Hyundai vehicle's sticker price in 2011, compared to 86 percent in 2009, Krafcik said.
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