The last few years have been an extraordinary ride for South Korea's two leading brands - huge growth in both the USA and Europe, along with what turned out to be cleverly timed moves into the now rapidly expanding affordable sectors of the Chinese and Indian markets. Profits and quality have risen notably but HMC's stated 'luxury' (Hyundai) and 'sporty' (KIA) brand values seem as far from reality now as they were when announced two years ago. The dark days of the mid to late 1990s may be well behind them now, but where exactly are Hyundai and KIA heading? Glenn Brooks reports.