Hyundai Motor unveils China-exclusive “Mistra” mid-size concept at 2013 Auto Shanghai
22 April 2013
Hyundai unveiled the China-exclusive Mistra concept at the Shanghai New International Expo Center today. Mistra, slated for production later this year, is positioned between the Sonata and Elantra.
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| Mistra concept. Click to enlarge. |
The Mistra concept, a joint project between Hyundai Motor Group’s R&D Center and the Beijing Hyundai Technical Center, offers insight into the styling of the coming production version.
The Mistra was designed to meet the diverse needs of the mainstream urban population, providing them with even more comprehensive and diverse choices. Its main target customers are young parents in their 20s and 30s.
Despite its relatively late entry into the Chinese market in 2002 with the establishment of Beijing Hyundai Motor Co. (BHMC), a 50-50 joint venture between Hyundai Motor and Beijing Automotive Industry Holding Co., Hyundai has been growing rapidly for the past ten years to become one of the country’s mainstream brands, inspiring media to coin the term ‘Hyundai Speed.’ Facing the decade ahead, Hyundai aims to accelerate its brand management for the next ten years.
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