Hyundai's vice-president Euisun Chung has claimed the company is not pursuing the goal of becoming the world's biggest car maker, but the most loved.
Speaking at the launch of the new Hyundai Veloster coupe, which will go on sale in the UK later this year, Chung said: 'We want to create cars that customers love, and which keeps them coming back to Hyundai.'
Chung said that car companies have to build cars that customers want, rather than pushing prices up by installing technology that nobody needs.
'Today, customers do not believe that expensive cars with unnecessary technology are premium,' Chung said. 'Instead, they want their core needs fulfilled at an accessible price and with a car that exceeds their expectations; a car that reflects their values and the times in which they live.'
Hyundai is currently the fifth biggest car maker in the world, behind Ford, Volkswagen, General Motors and Toyota. It has been growing at a faster rate than its rivals in recent years.