USA - It has been thirty years since the first Hyundai landed in the USA, how times have changed.

Thirty years ago, a small company from a country not known for building cars came to the U.S. and began selling its first and only car, the Excel. Today, Hyundai is the fifth largest automaker in the world with 14 vehicles in its U.S. lineup and is celebrating its 30^th year in the U.S., recently surpassing more than 10 million vehicle sales. 

Its Super Bowl 50 commercial won the top ranking in the USA TODAY Ad Meter, the first automaker to do so, and it recently launched a new luxury brand, Genesis, to the U.S. automotive landscape. Not bad for a 30 year old.

“Our vision for future mobility focuses on choice, with a variety of vehicle options – from our all-new luxury brand Genesis to our advanced alternative-fuel vehicles like the all-new IONIQ,” said Dave Zuchowski, president and chief executive officer, Hyundai Motor America. “We are challenging automotive paradigms to reflect customers’ varied lifestyles, without compromising on design, safety, technology or driving enjoyment.”

The Genesis brand seeks to create a new definition of luxury, one that will provide a platform for future mobility centered on people. By anticipating human needs at every touch point, Genesis models will embody four key aspects: human-focused innovation, refined and balanced performance, athletic elegance in design, and hassle-free customer experience.

Hyundai is also ahead of the curve with IONIQ, the first electric-based model line to offer a choice of three electrified powertrains -- electric, plug-in hybrid and hybrid -- available in a single body type. IONIQ breaks hybrid stereotypes by delivering an engaging drive experience with class-leading fuel economy and appealing design.

Just as Hyundai is a leader in products, it also is a leader in marketing. Hyundai is an official sponsor of the National Football League. Hyundai is excited to connect the passion NFL fans have for football with the excitement they have for their vehicles. Not only is Hyundai involved in professional football, but the automaker also has a successful college football marketing program, where the brand continues to connect with the millions of passionate fans across the country. But it doesn’t stop there, as Hyundai is further committed to its sports sponsorships as the official automotive partner of FIFA and the title sponsor of the PGA TOUR’s longstanding tournament at Riviera Country Club in Los Angeles.

“The U.S. is an incredibly important market for Hyundai and we will continue to invest in the American market and economy,” said Zuchowski. “Our mission is to constantly improve and make things better for our owners, and today we will continue that promise by pushing the envelope with exceptional design, quality and value. Hyundai is well positioned for the coming growth and evolution of the American car market.”

When it first entered the country, all Hyundai vehicles were imported. Today, more than 60 percent of the cars Hyundai sells in the U.S. are made here. Ten years ago, Hyundai expanded its operations to include building cars in the U.S. when it opened the doors of its Hyundai Motor Manufacturing Alabama (HMMA) plant in Montgomery. HMMA builds two of Hyundai’s all-time best-selling models: Sonata and Elantra. In addition, the Santa Fe Sport will be added to the production line at HMMA this summer to meet the demands of the popular crossover segment.