Facing years of payments on a depreciating asset, it is not surprising that companies like Hyundai continue to conceive clever ways to allay the fears of new-car buyers. First it was the 10-year powertrain warranty and then it was the Hyundai Assurance plan. These programs have helped make Hyundai a well-known brand, but a growing array of desirable vehicles has been equally instrumental.

Hyundai Motor Company has been in existence for more than six decades, though it has only been selling cars in the States since 1986. More than 100,000 Hyundai Excels were sold during that first year in the U.S., giving this Korean manufacturer a foothold in the American car market. However, the Excel was not recognized for outstanding quality, and despite monumental gains in the years since, that lasting impression has continued to stigmatize the marquee. In an effort to turn things around, Hyundai not only built better vehicles but also began backing every model with an outstanding 10-year/100,000-mile powertrain warranty to demonstrate its confidence in its products. That was followed by Hyundai Assurance, a plan designed to help recent buyers keep their cars in the event of unexpected unemployment.

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With its long list of standard features, top-of-the-line safety systems, and surprisingly upscale cabin materials, the 2009 Santa Fe represents a good buy, considering its relatively low pricetag and long-term powertrain warranty. While engine performance and fuel economy remain sore spots for some, the Santa Fe draws good marks from many loyal fans, who are pleased with its roominess, reliability, styling, comfort, and handling.

Not content with building only compact cars and a variety of sedans, engineers and designers worked on new ideas. In 1996, the Hyundai Tiburon coupe made its debut, and more recently, the rear-wheel-drive and turbocharged Hyundai Genesis coupe had people looking at Korean cars with renewed interest. On the opposite end of the spectrum reside less exciting but more versatile models such as the Hyundai Entourage minivan and a trio of crossovers: the Hyundai Tucson (cousin of the Kia Sportage), the Hyundai Santa Fe, and the large Hyundai Veracruz. Visit the official Hyundai USA Site for more information and news about the automaker.

Looking forward, Hyundai will continue to focus on making its vehicles more fuel-efficient by expanding use of a six-speed automatic transmission and direct injection technology. Styling, a measure by which Hyundai has shown regular improvement, remains integral to the company's future products, as evidenced by the Hyundai ix-onic concept vehicle.