By Leftlane Staff
Monday, Nov 28th, 2005 @ 5:55 pm

Korea’s Hyundai is gunning for the luxury market, according to a report by Business Week. Aiming to shed forever its image as a builder of crude econo-boxes, Hyundai is moving upscale. The effort — which we imagine will be quite the uphill battle — will begin with the launch of the Azera December. The car is the most expensive vehicle Hyundai has ever sold in the United States. “It is the first model for our metamorphosis,” says Kim Jae Il, senior executive vice-president for overseas business. “Other models will follow to make Hyundai a premium brand.” Will anybody want a premium Hyundai? Company executives think 40,000 Americans will buy Azeras next year and 100,000 will do so the year after. On Friday, we reported that Hyundai was readying a sports car concept for the Detroit auto show in January.

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