The first review of Korean automobiles from AMS was released in 1991. It was about Lantra(sold in Korea as Elantra)AMS, known for being brutally honest among its readers, recently released a special issue analyzing the technology development and the growth of the Korean automobile industry. AMS chose three models from each two countries, Korea and Germany, from three different segments. The marks of the six cars were very similar. This was unprecedented, given the fact that the match was against the German automobiles like BMW, Volkswagen, Mercedes-Benz. AMS commented on German automobiles ‘should work harder’.(Link) German auto magazine compares Hyundai vs German automakersAfter releasing the article above, AMS wrote an another article about a future prospect for Korean automobile industry. The very first review of Korean automobiles from AMS was released in 1991. It was about Lantra(sold in Korea as Elantra). The Lantra got harsh comments on AMS for steering, chassis, and braking performance. The Korean automaker back then lacked technology and quality, making it incomparable with the Germans. 
Hyundai and Kia showed increased performance as the automotive market in Korea expanded, which led to their sales growth in Germany
AMS reported, however, the recent rapid change that Hyundai·Kia have made. The change was big enough to affect the market in Germany. The number of their sales in 2018 was about 180,000 (Hyundai 114,878, Kia 65,797), which was over ten times more cars than Honda sold in the same year(18,710), and it is expanded to almost 100 times its past sales back in 1991 (1,188).
Speaking of which, the growth of Kia is even more remarkable. Compared to its sales in Germany in the first year, the number became 150 times bigger this year. It must be very meaningful to Kia, because German consumers are known to be picky shoppers when it comes to cars. Hyundai ranked 10th in the German market, which is the highest among the Asian automakers, while Toyota ranked 12th.
The data shows consumers’ view of Hyundai Motor Group has changed considerably
AMS said the rapid sales growth implies that they sure restored their company image, for having offered pretty impressive warranty packages with affordable price to build trust with their customers. AMS also reported that Hyundai Motor Group is now even better at building fuel cell vehicles than German automobile manufacturers. While Germans were mainly investing in developing electric vehicles, Hyundai Motor Group moved a step further, creating hydrogen fuel cell vehicles.
Hyundai and Audi announced an extensive partnership in fuel cell technology
Hyundai Motor announced that it’s planning on allocating $40 billion USD (KRW 45 trillion won) within the next five years to develop EVs and hydro-electric vehicles. It has made a huge effort to make fuel cell electric vehicles since 2004, and recently Hyundai and Audi announced an extensive partnership in fuel cell technology.
Hyundai Motor Group is leading EV and plug-in hybrid vehicle industry. With the batteries produced by LG and Samsung, its electric vehicles are boasting long driving range in the global market. Hyundai Motor Group also has invested in Aurora, a self-driving car startup, and car-sharing service suppliers to become a future mobility company.
AMS gave credit to executive vice chairman of HMG Eui-Sun Chung, president and chief design officer (CDO) of HMG Peter Schreyer, and the head of R&D for HMG Albert Biermann, for the success of Hyundai and Kia
Lastly, AMS focused on the three key figures and gave credit to them for the success of Hyundai and Kia. The first person was Hyundai Motor Group(HMG) Executive Vice Chairman Eui-Sun Chung. He was known for making the company become more innovative than ever. The next person is Peter Schreyer, whom Eui-Sun Chung hired. He has been the design director of Kia since 2006 and promoted to president and chief design officer (CDO) of HMG in 2013. He is known for making big changes in designs of most of the Hyundai·Kia cars, and also for being a good role model for his associates.
The last person is Albert Bierman. He was well-known as former BMW M head, then became the head of R&D for both Hyundai·Kia. AMS pointed out that Albert was a key player of developing a high-performance electric N brand, a future electric architecture, and also a new hydrogen electric vehicle that would replace internal combustion engine industry. AMS called HMG highly promising company, for its huge investment in its R&D and future technology.
AMS talked about the sustainability of Hyundai Moror Group, quite positively this time
When Hyundai first came out to the global market, lots of motor magazines from many different countries all said things like ‘a sponge-like chassis’, or ‘poor steering and braking system’, but not this time. Hyundai and Kia finally have lived up to their promise of setting new benchmarks in the global automotive market’, says AMS, and quote, “They have long been undervalued. Now it’s time to look into their true competitiveness.”
