Some may remember the Hyundai Excel, an apologetic and shy subcompact car from the mid-1980s which, at just under $5,000, was as cheap as they come. The Excel was the Korean OEM’s attempt to break into the bullish U.S. market and, as it turned out, was far from an auspicious debut. Yes, the Excel sold in huge numbers, but it wasn’t very good, and Hyundai became better known for cheap construction and poor quality as it struggled to gain a footing. So, it’s amazing to think that, in 2025, Hyundai could be one of the most admired brands in the US marketplace, revered for its technological innovation and bold approach in vehicles like the Ioniq 5N. Let’s see how Hyundai, with Kia, and Genesis (the other companies under the corporate umbrella), managed to achieve this massive turnaround.
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