Not everyone wants to flaunt their wealth, especially in this economy.
Actually in Canada (since the 100 sales data was provided for the Cdn market) the financial services sector is doing well, especially the banks. And these folks LOVE to flaunt - it's what they do 24/7, its a game of one-up-manship with your clothes, style, what you do, where you work, what you drink, and most certainly what you drive.
But you are right, Hyundai I think is looking at a different market than being simply trendy.
Hyundai is taking a very innovative approach to this segment with a focus on service, which I can see appealing to many people.
I agree, plenty of people want to and do flaunt it in this country, but there are plenty that don't - particularly those who work away from the financial services industry. You're right, if you're a Bay Street Big Swinging you-know-what, then it does make sense to "dress the part" and buy the S-class Merc.
On the other hand, if you're the boss at a company with a bottom-heavy and predominantly blue-collar organizational structure, then it is often preferable to fly a bit below the radar. I personally know a handful of people who represent this latter group - one of whom daily drives a 2004 Acura RL to work, but runs an SL 500 on the weekends.
Then, of course, there's the extreme, where Warren Buffet drives a lowly Lincoln Town Car. Of course, he also has a private jet
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