(April 22, 2013) SHANGHAI — Hyundai has unveiled a new concept vehicle at the 2013 Shanghai Auto Show, the Mistra concept that in production form will a mid-sized family sedan exclusive to the Chinese market. The new model will strengthen Hyundai’s efforts to establish itself as a leading brand in the world’s largest auto market.

The debut comes ahead of the company’s launch later this year of the production-version. Hyundai also introduced its Grand Santa Fe premium SUV to the Chinese market.



The Mistra, which is positioned between the Sonata and Elantra, fully reflects Chinese customers’ needs and preferences during the development process, and is expected to boost Hyundai’s presence in China’s mid-sized segment.

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 10 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.

“Hyundai has achieved remarkable growth in the past decade, in line with the Chinese auto market’s rapid growth,” said Sung Kee Choi, president of BHMC, during a speech. “The Mistra and Grand Santa Fe will lead us towards another successful era. We will prepare against fiercer competition in the Chinese market through our strategy of brand innovation based on quality.”

Besides the two new cars, Hyundai reinforced its modern and sophisticated image by displaying its eco-friendly models such as the ix35 Fuel Cell, and Sonata Hybrid, as well as its in-vehicle IT service, Blue Link, to promote its advanced technologies.

Within its premium zone, located at the centre of the booth, Hyundai’s high-end models such as the face-lifted Equus Limousine and HCD-14 Genesis concept were exhibited. The face-lifted Equus will go on sale in China in the first half of this year.