i agree with their reasoning. i think that they need to create a brand that separates them from the name hyundai because alot of people view hyundai as a value brand that is just that and not a major competitor. i think they could re-invent their image through a new name and show off all the strides they've made.

i can tell you how many times i've heard something along the lines of "but it's a hyundai, so" or "it's just a hyundai" or something like that.

they might even be able to pull a honda/acura thing using the tibouron as a base for a 2 door luxury coupe in the rsx price range that has a lil more power than the current tib.