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In the United States, the world’s second-biggest auto market, Hyundai’s market share fell to 4 percent last year, near a decade low. Hyundai ran into problems in China and the United States for similar reasons: It missed shifts in consumer tastes, especially the surge in demand for SUVs, and it sought higher prices than its brand image could command, four Chinese dealers and half a dozen former and current U.S. dealers, executives and employees said business cufflinks uk sale. In a statement to Reuters, Hyundai said it is addressing its problems in its key U.S. and Chinese markets, revamping designs, launching new SUVs and giving regional units more autonomy to quickly develop products tailored to local tastes..

Japanese rivals such as Honda (7267.T), long a role model for the Korean automaker, have also struggled to adapt to the industry’s emerging challenges including self-driving cars and electric vehicles. Last month, Hyundai posted a 68 percent plunge in third-quarter net profit and reported its operating margin shrank to 2.7 percent in the January-September period business cufflinks uk sale. In 2011, Hyundai’s operating margin of 10.3 percent was the industry’s highest after Germany’s BMW.Hyundai’s lack of a strong SUV line-up in key markets has also hurt..

Last year, SUVs accounted for just 36 percent of Hyundai’s U.S. sales, compared to GM’s 76 percent and the industry average of 63 percent, according to U.S. market research firm Autodata Corp data business cufflinks uk sale. “One of our challenges back then, and I know it would continue to be a challenge, was that the management at (headquarters) was really big on sedans,” said Ed Kim, a Hyundai U.S. product manager between 2004-2008 who is now vice president for California-based auto consultancy Auto Pacific..

“(U.S.) product planning staff, marketing staff really wanted more truck products, more SUVs, but in so many cases, it was very difficult to convince management.” business cufflinks uk sale. Hyundai America Chief Operating Officer Brian Smith acknowledged the automaker was “caught a little off guard” with a rapid market shift toward big vehicles. But a slew of new planned SUVs including a “crossover” pickup truck in 2020 will help drive a “slow, steady” recovery in sales, Smith told Reuters in an interview..

Hyundai has also in recent years hired several new designers to revamp design for next-generation models, he said. Asked if Hyundai will be able to return to its record market share of 5.1 percent in 2011, Smith said: “It’s going to take a few years.”. Hyundai made a crucial mis-step with its flagship Sonata sedan four years ago when it decided to dial back distinctive design features including its sporty, fluid curves. The redesign contributed to falling sales, U.S business cufflinks uk sale. dealers and former Hyundai executives said..