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Its quality woes appear to be behind it and its warranty program has proven to be a big hit with consumers. What does Hyundai do for an encore?
The answer: launch “the most new vehicles and the most in new segments in our [19-year U.S.] history,” said Hyundai rep Chris Hosford—and back up the blitz with a 60 percent increase in ad spending to $350 million.
“We don’t have to apologize for being Hyundai anymore,” said Dale Hruby, principal at Hyundai shop Richards Group in Dallas.
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