I got to wonder how well these guys understand the us market. Low end us consumer are so deep underwater in their old car that you would need to buy them out to even allow them to switch brands.

I think if you are breaking into the car market at the low end you have to offer a total lifestyle package. Maybe a very long term lease with full maintenance program package or some other Mechanism that allows people that have no spare cash to continue operating a vehicle for a long time and build a reputation for reliability. That being said the low end is kind of a trap because you get stuck as a low end brand (Hyundai) and in the USA you need a dealer network but a low end dealer won’t be able to sell high end due to bad dealership environment.