Hyundai's recent product launches and concept vehicles have targeted two distinct buyer groups.
The Veloster sport coupe and Curb compact crossover concept revealed at the Detroit auto show are clear shots at Generation Y. Upscale sedans such as the Genesis and Equus show Hyundai can play in higher-priced segments, too.
Mike O'Brien, Hyundai's vice president of product planning, says upcoming products will take aim at yet another buyer group -- families.
"When we think about moving forward with our product lineup, our focus is going to be more on families," O'Brien says. "Right now we feel like we can do better in terms of increasing our share of young families, but affluent families are certainly on the radar as well."
Because the minivan segment is dominated by entrenched players such as the Honda Odyssey, Dodge Caravan and Toyota Sienna, expect Hyundai's next salvo to land in the crossover market.
Models with more utility than sedans would be the focal point, O'Brien says, while declining to identify specific vehicles.