1987 Hyundai Excel & Yugo GV Test Drive
Malcolm Bricklin, the man who bought you the sports car bearing his name, promised bigger things from a micro called the Yugo GV. Imported from the Zastava factory in Yugoslavia, where labor costs were only 60 cents to a dollar an hour, the Yugo’s US price was only $3990.
What sold Hyundai’s here was partly price, but that wasn’t the entire story. The Excel’s initial $4995 base sticker brought floods of customers into Hyundai showrooms. yet, it took more than price to convince people to buy.
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