The Excel Has Landed a $4,995 Car Could Be the Latest

South Korean success story

All the big names were at the Houston Auto Show: General Motors, Ford, Chrysler, Volkswagen, Toyota and Nissan. But the name that attracted the most attention was a new one: Hyundai (rhymes with Sunday). Hyundai is the first South Korean company to export cars to the U.S. At the Houston show and at the National Automobile Dealers Association convention in New Orleans, Hyundai last week unveiled its new Excel, a front-wheel-drive subcompact with an enticing base price of $4,995. The company is launching Excel with a $25 million advertising campaign and confidently predicts that it will sell 100,000 vehicles in the...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!