While the announcement was unexpected, it comes as no surprise as Hyundai only sold 15,095 vehicles in Japan since its entry in 2001. For comparison, Volkswagen sold 61,996 vehicles in 2008 alone.

While Hyundai didn’t officially state a reason for the poor sales, Japan’s relatively small automotive market could be an explanation, as well as Hyundai’s failure to shake off its stereotype of making "cheap Korean cars".

According to spokesman Oles Gadacz, "If you're not a Gucci or a BMW, there are very few who prosper there (in Japan)," He added, "Mass-market players have it very tough." Despite announcing its withdrawal, Hyundai will continue to sell commercial vehicles in Japan, although it hasn’t done well in that sector as well, with only 43 Hyundai Universe buses sold in Japan since 2006.