SEOUL: Hyundai Motor Co yesterday launched a new model of its flagship mid-sized sedan the world's no 5 automaker hopes will help it grab more of the higher end car market.

The revamped Sonata, which will include a hybrid version, was launched the same week recently appointed Vice-Chairman Chung Eui-sun, the 38-year-old son of Hyundai Motor Group Chairman Chung Mong-koo, said that the car maker wanted to be the industry's "eco leader".

"The company has been expanding its global market share with small cars and lower prices. But if it wants to sell higher-end models, it needs to raise its brand image further," said Song Sang-hoon, an auto analyst at Kyobo Securities.