Hyundai Motor is preparing a new global brand strategy to market itself as a 'modern premium' car brand.
Its focus will be on selling cars with top-end features at prices low enough to appeal to mass-market consumers.
At January's Detroit motor show, Hyundai will unveil its new corporate slogan and a sporty new FS coupe.
The carmaker also plans a large increase in marketing spend in 2011, its head of marketing, Wonhong Cho, told the Financial Times.
In the USA, buyers of its Equus large saloon will never set foot in the dealership after they have bought their car - the dealer collects it for service and repairs and returns it to their home or office.