The automaker is betting that its cars will appeal to younger Japanese buyers who are also more open to trying South Korean imports, thanks to the local success of electronics brands and hip Korean culture.

Hyundai's Ioniq 5 was named World Car of the Year, besting two other electric crossovers for the award.

Both Hyundai and Toyota see hydrogen as a viable alternative to battery-electrics. Hyundai just made a bold move forward.