The Korean automaker says they’re entering the Japanese market with a focus on zero emissions vehicles such as full-electric and hydrogen fuel cell vehicles sold through an all-online sales network.

Hyundai is betting that the move will appeal to younger Japanese buyers who are also more open to trying South Korean imports, citing the success of brands such as Samsung, and a strong affinity for Korean culture trends.

To leverage this, Hyundai is even re-branding itself in Japan, dropping the word, “Motor” from its name. Instead, it will take on the name, Hyundai Mobility Co. At the forefront will be two of Hyundai’s most advanced offerings, the new Ioniq 5 electric crossover and the Nexo hydrogen fuel cell vehicle.

Hyundai will start taking orders in May, with deliveries starting in July.

Hyundai quit the Japanese market in December 2009 after only eight years in the country, still known for its picky consumers and loyalty to homegrown brands.

Hyundai sold just more than 15,000 passenger vehicles in Japan over its first eight years. At the time, Volkswagen Group, the biggest selling import, was selling around 60,000 annually.

Hyundai’s retreat from Japan came only a year after archrival Toyota said it would launch its flagship Toyota brand in the Korean market.

Japanese brands such as Toyota initially gained traction in South Korea, but in recent years they have struggled against both European imports and native brands Hyundai and Kia. Nissan, for example, said in 2020 it would withdraw from South Korea.