It's almost as if Hyundai is trying to make up for lost time.
Just a few months ago the Korean automaker finished at the top of the J.D. Power and Associates Initial Quality Survey. Now comes word Hyundai wants to launch a luxury brand in a few years and even plans to sell gasoline-electric hybrid vehicles in its home market by year end.
Hyundai is determined to be like Toyota, Nissan and Honda, which added upscale brands and built assembly plants in North America.
To some, Hyundai may seem impetuous. But the dream of being a success in the United States - on a par with the Japanese automakers - goes back two decades to the days when the Korean automaker began selling the Pony in America.
Back then much of Hyundai's product development was built on hand-me-down Mitsubishi platforms and the quality was shoddy.