"We're not sneaking up on anybody anymore," says Hyundai Motor America CEO Robert Cosmai. Sales have more than quadrupled since 1998 as the company's quality improved, but Cosmai wants the Hyundai name to be top of mind when Americans talk new cars. So the company is aiming for a greater swath of the market with seven new or redesigned vehicles, including the Accent ($9,999) and the refreshed 2006 Sonata (some made in Alabama), the firm's standard-bearer sedan. Hyundai is also going upmarket with the 265-h.p. Azera, which will target the Maxima/Avalon crowd in November.
Still, Hyundai's sweet spot is value for...
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