But the strategy isn't as simple as raising prices either. Hyundai needs to offer the kinds of vehicles that command higher prices and leverage their improved brand experience, and in today's market that comes down to crossovers. Hyundai's USA boss John Krafcik tells Bloomberg Cars are where our dramatic volume gains came from, but we've been underrepresented on the growth side with crossovers and SUVs We have lots of upside opportunity on the car-based, light truck side of the market, in crossoversIn the short-term, Krafcik isn't committing to new products, but says Hyundai needs to boost production of the Tucson, Santa Fe and Veracruz. But down the road, moving Hyundai upmarket will require a more thorough approach to the crossover market, a task it now lags behind Kia at.And throughout all the talk of a newly-upscale Hyundai brand image there's still one major contradiction at the heart of the matter.