Hyundai dealers like to push the "severe service" intervals in Canada.
Perhaps that is a result of the robustness (or lack thereof) of the product. Razors-edge cost engineering can take less abuse, requires more frequent service. Plus if owners fail to do the required schedule Hyundai can weasel out on the warranty.
Or perhaps because Hyundai dealers have suffered thru fairly small margins the company is giving dealers an opportunity to make it up.