A SHIFT in the CENTER OF GRAVITY

摘要

Grand entrances are typical fare-even expected- at the Detroit auto show, where each January the world's carmakers stage elaborate unveilings of their upcoming models for thousands of international journalists. Still, the sight of a 2006 Hyundai Sonata descending onto the stage from the ceiling of Cobo Center was an unusually dramatic introduction for a company whose products have been associated more closely with solid practicality and quality than with attention-grabbing fanfare. The Sonata's "reveal," as it known in the industry, is a good indicator of how much has changed. Barely two decades after the Hyundai Motor Company first began selling its cars in the United States-starting with a no-frills suhcompact called the Excel-the company has been transformed from a minor name-plate into a can't-ignore competitor that ranks ninth in sales volume among the world's automakers. Adding a bit of drama and excitement to the introduction of its newest model seems altogether fitting.