Estimated read time: 4-5 minutes
Today's competitive vehicle market has made standing out a difficult task for many manufacturers. The expectations of some modern drivers extend beyond just a nice infotainment system and a quiet ride. They're looking for features to increase driving convenience, and for models that feel tailor-made to their needs.
Since their founding, and especially the turn of the decade, Hyundai's been on a mission of innovation. With over 18 vehicle models across its extensive lineup, the company has not only branched into the SUV, truck, sedan, hybrid and EV spaces, but developed new technologies to aid drivers.
So far, these efforts have contributed to a rise in popularity throughout 2025. Last month, the manufacturer's American branch posted record January sales numbers, and their Ioniq 9 — which is set to release in spring — has generated significant build up.
"What's impressed customers seeing these vehicles in our showroom has been the attention to detail," said John Burgett, general manager at Young Hyundai in Ogden. "These are quality-made vehicles with compelling aesthetics, and they're setting new standards for others in their class."
In 2011, Hyundai established their current slogan "New Thinking, New Possibilities." Here's how their recent innovations are impacting their current lineup:
Technology
With Apple CarPlay and Google Android Auto devices in a majority of new vehicles, today's cars embody many of the same characteristics as a smartphone. That said, manufacturers like Hyundai have gone a step further.
In September 2023, the company launched Hyundai Pay, which allows drivers to locate, reserve and securely pay for parking at 6,000 locations through their digital touchscreen display. The feature is available on all units equipped with navigation capabilities and can be enrolled in through Hyundai Bluelink — a subscription that provides customers with remote start, stolen vehicle recovery and geofencing services.
Some of Hyundai's models, such as the all-new Palisade, also come equipped with technology to improve on-road communication. Known as Passenger Talk, certain vehicles have been equipped with microphones to enhance a rider's ability to speak to the driver.
"Expectations with new cars are always high. Drivers expect features that improve their experience, and Hyundais truly delivers those," Burgett said. "It's really hard to go back to a car from 10 to 15 years ago after driving one of these new machines."
On-road features
Part of what's contributed to Hyundai's success has been their ability to provide customers with internal-combustion, hybrid and electric versions of their models. While some manufacturers have worked to do this as well, few have been able to drive innovation like Hyundai in these spaces.
This has been especially well-documented in headlines about the company's EVs. Apart from being quick and powerful, models like the Ioniq 6 embody a hallmark feature that has convinced a few drivers to switch to electric — quick charging. According to Hyundai, these vehicles can charge from 10% to 80% in as little as 18 minutes.
"This has been an industry game changer," Burgett said. "What stops a lot of people from purchasing an EV is long charging times. At capacity, the Ioniq 6 has a 342 mile range. It's an EV that's better built for those longer trips."
Hyundai has also effectively kept pace with new vehicle safety technology. Known as SmartSense, the manufacturer's collision prevention system not only includes features like lane assist, but on some models, forward attention warnings that can facially scan the driver to detect drowsiness — alerting them to pay attention to the road ahead.
Style and aesthetics
Some manufacturers are constantly searching for ways to make their vehicles stand out. Throughout the turn of the decade, Hyundai's achieved this by including striking elements and bold contours on each model.
Unlike companies who maintain a family look across their lineups, Hyundai says they use a variety of designs on their vehicles to cater to their customer's unique preferences. Since 2018, the business has utilized a "sensuous sportiness" philosophy to guide their design efforts — which blends "cutting-edge solutions with captivating emotional appeal."
"We're all looking for a vehicle we can be proud to drive," Burgett said. "Hyundai does a great job at making sure that each model reflects their identity as a manufacturer. Our customers have loved how elegant and sporty these vehicles are."
While Hyundai strives to make each vehicle perform as well as it looks, they also offer models for drivers that crave a different kind of thrill. Over the last 10 years, Hyundai's N sub-brand has been crafting and testing vehicles on Germany's iconic Nüburgring track to develop race-ready models.
For vehicles like the Elantra, options consist of N and N-line models — with the N-line being the highest-performance option.
What's next?
Hyundai's Ioniq 9 is set to become the third vehicle in the Ioniq family. Designed with space and equipped with high-end technology, Hyundai focused on "family dynamics" and "aerodynamics" during production. Though drivers haven't been introduced to the model, because of Hyundai's recent history of producing quality vehicles, many have high expectations.
"We're always excited to see the latest models arrive in our showroom," Burgett said. "I feel like this one will be well-received by its drivers. I think when we look back on cars from the 2020s, we'll talk about a few of these Hyundai's as era-defining vehicles."
Visit the link to connect with an expert at Young Hyundai.
