  After the Higgs boson discovery, it is established that the Higgs mechanism
explains electroweak symmetry breaking and generates the masses of all
particles in the Standard Model, with the possible exception of neutrino
masses. The hierarchies among fermion masses and mixing angles remain however
unexplained. We propose a new class of two Higgs doublet models in which a
flavor symmetry broken at the electroweak scale addresses this problem. The
models are strongly constrained by electroweak precision tests and the fact
that they produce modifications to Higgs couplings and flavor changing neutral
currents; they are also constrained by collider searches for extra scalar
bosons. The surviving models are very predictive, implying unavoidable new
physics signals at the CERN Large Hadron Collider, e.g. extra Higgs Bosons with
masses $M < 700$ GeV.
