Did you know that Hyundai is the second fastest growing auto brand next to BMW this year? They're at a 14 percent increase so far in 2005 and their goal is 15 percent. So they're right on the money so far. Interestingly enough, Toyota isn't worried about their Japanese competition, they're focused on Korea. Hyundai and Kia have surprisingly overcome quality concerns and are drawing in traditional Japanese buyers because of their lower price. I don't think buyers care about depreciation as much as they used to either. It'll be interesting to see if either company ever decides to release another sports/sporty car like the Tiburon.