Two things,
M1 0w20 is great stuff but where in the manual did anyone see that the 2.4 'calls for' either M1 or 0w20? Mine only allows for 5w20, 5w30 and 10w30. Hyundai 'recommends QS' Use whatever brand you'd like...
Two: urban vs rural??? I haven't seen anything discussing this either. I live in Miami, Fl. and neither, the dealership, Owners Manual or even HyundaiUSA has advised me which oci to use. They have all recommended I read the the Severe Service section to discern if that is needed, just don't extend past 7500 miles for warranty reasons.
It is correct that synthetic isn't called for though.
Hyundai is reputed to have voided warranties when people lived in major urban areas (Like NYC, LA, Chicago, Atlanta etc) when people used the normal oci and then had an engine failure. Since Ive only read the stories second hand I dont know that Im getting the whole story.