I wondered the same thing when they launched. I even think I posted it here. I mean, who's in their marketing department? A bunch of guys who got stoned every day of high school and sat in the back of the class? I can just imagine what that meeting was like.Why would anybody change a fine name like "Hyosung" to "UM: for the US market? Then again, I'm still trying to figure out the Killed In Action cars.