A decade ago, Korean vehicles were synonymous with poor quality. And nobody who could afford a real car wanted one from either Korean manufacturer. So Hyundai and Kia improved quality. Hyundai stopped using cast-off Mitsubishi designs. Finally, both offered long warranties to lure customers back into their cars to prove how much had changed.
The Koreans now offer more value at each price point. That means more comfort and reliability for every dollar spent. The result has been phenomenal growth.
There is a clear lesson: Give consumers what they really want.