While many automakers will write 2020 off as a failure, history could well show last year as Hyundai's most significant turning point. The South Korean automaker capitalized on its growing reputation for its vehicles as value propositions in the pandemic's price-sensitive market while cranking up the style and build quality with a slew of new and updated vehicles such as the Kia Telluride and Hyundai Sonata. At the same time, Hyundai has started growing its N performance brand and is steadily winning journalists and enthusiasts alike with its more aggressive models.
As 2021 shapes up to be more of the same with delays on the vaccine's projected availability, Kia's ability to weather the storm while delivering quality products could be one of the few positives for the auto industry from a customer advocate point of view.