I hadn't even gotten out of the car, but already I was having grave doubts. A pack of fat, naked, middle-aged men in body paint had just cruised by on bicycles.
It was out of embarrassment that Hyundai decided to launch "Operation Dave or Bust." The year was 1998 and the South Korean carmaker was in big trouble. Its U.S. sales had fallen 65 percent from their peak 10 years earlier, and Hyundais had become a favorite target of America's popular late-night TV comedians.