Because the 400k car costs 10% more to make but white collar types who will inevitably trade them in after 3/36 will pay 30% more for them so they can brag to their coworkers about how responsible they are by buying a reliable new car.
There's two and a half brands that run on this model.
I grew up in a Toyota household, and before the Hyundai I drove a Toyota. The prices for the 2 cars are the same (in fact the Toyota was a bit cheaper after inflation), but the Hyundai had more modern features.
The part/design quality for Toyota and Hyundai were especially apparent because of my experience. I still like the Hyundai though- it never had any major malfunction so Hyundai had put effort into its drive train.