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Hyundai targets Japan's tech-savvy young in new market drive

South Korean automaker opens showroom in Tokyo with EV, fuel cell lineup

Shigeaki Kato, managing director at Hyundai Mobility Japan, poses next to Hyundai's Ioniq 5 electric vehicle. (Photo by Ken Kobayashi)

TOKYO -- South Korean automaker Hyundai Motor is breaking into the Japanese passenger vehicle market -- from which it has been absent for about a decade -- with a lineup comprised of electric and fuel cell vehicles.

"What we offer through our zero-emission vehicle is not only a car as a product but also a sustainable and creative life," said Shigeaki Kato, managing director at Hyundai Mobility Japan, in a media briefing last week at Hyundai House Harajuku, a kind of pop-up showroom that is open through May 28.

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