Through the 1970’s and 80’s, Japanese automakers didn’t have the reputation they do today. The fuel crisis in the mid-70’s marked the point in time that Japanese automakers really started their rise to become “normal” in a market that was dominated by huge, American V8s.
For Americans, it was a slow, eye-opening period of adjustment.
Japan wasn’t the only country exporting cars to the States, but the fuel crisis sparked the widespread acceptance of foreign vehicles that continues today, especially Japanese vehicles.
Korean vehicles wouldn’t enter the U.S. until 1986 when Hyundai introduced their Excel. It was small, cheap, and unreliable. Hyundai pressed on, introducing more models through the 1990’s. In the early 2000’s, Hyundai started offering their famous 10 year/100,000 mile warranty. It was then that Hyundai started making better vehicles to back their warranty.
Kia didn’t arrive in the U.S. until 1994 with even more struggle to fit in. Kia declared bankruptcy because of the Asian financial crisis in 1997, but Hyundai actually bought a majority stake in Kia, allowing them to become what they are now.
Today, both Korean manufacturers are in the top 10 list of the best automakers, according to Consumer Reports. Both have won several awards for their vehicles to date.
With the introduction of the Genesis brand, Hyundai has officially challenged the giants of the past. Drawing comparisons similar to what Toyota did with Lexus, Honda did with Acura, and Nissan did Infiniti, Genesis received the top spot for owner satisfaction for 2018, also according to Consumer Reports.
All of these accomplishments are not small tasks. Just a decade ago, Korean vehicles were still being seen as cheap and unreliable.
Toyota and Lexus are still perennial favorites for anybody who might be looking for an affordable and reliable vehicle for their needs. Indeed, both brands almost always take Consumer Reports’ top honors in the “best brand” list each year.
Japanese vehicle brands still hold the perception of what made them so popular through the 80’s and 90’s. They were simple and lasted a long time. People wanted cars that worked and lasted. It’s exactly what they got.
Times have changed.
Toyota is still a great brand, but other Japanese manufacturers haven’t kept up as well. Nissan, Honda, and even Subaru have had some sizable problems that have brought their quality into question.
Still, perceptions are hard to change. They are changing, though… slowly.
Just as the Japanese are known for reliability, the Korean automakers are just now beginning to break long held perceptions that their vehicles aren’t as good as everything else.
They are showing the public that cars can still be affordable without sacrificing quality.
Not only that, but Korean automakers are taking risks, keeping older technology alive, and developing new technology at a pace equal to that of every other automaker. They are changing perceptions just as the Japanese automakers did throughout the 1980’s and 90’s.
Korean automakers have become the new Japanese automakers.
That’s a good thing for you and me. Korean cars are some of the few that are still offering manual transmissions, standard six-speed automatic transmissions, and that awesome 10 year/100,000 mile warranty.
This equates to generally more reliable vehicles because of proven technology that works and a warranty to back it all up.
The Kia Stinger, the new Hyundai Veloster N, and the Hyundai Kona demonstrate their commitment to reaching all demographics and making interesting cars, something that’s been lacking the past couple years on an increasingly widespread basis.
Just like the Japanese did over 30 years ago, the Koreans are setting a new bar, a new level of excellence that doesn’t take advantage of the average person’s wallet.
If you haven’t changed your mind about Hyundai or Kia, you might want to try one out. It will surprise you more than you’ve ever imagined.
