The auto-sleuths over at Winding Road
have uncovered the fact that Hyundai may be considering creating a premium auto brand. When I first saw and read about their new Genesis luxury sedan concept I was wondering about that. If this were to really compete with Lexus, etc., wouldn't a premium nameplate be required? Well, maybe not quite yet as John Krafcik, VP of product planning for Hyundai states...
“We haven’t decided that as of yet,” said Krafcik. “Genesis will be sold through our Hyundai dealers as a Hyundai, but we’re still in the midst of discussions as to whether or not we should have an alternative distribution channel with a new name. It’s still a possibility.”
Full story here.
Full story here.
ateixeira says:
06:57 AM, 04/ 2/07
And why not? Look at their recent scores from JDP, Consumer Reports, etc.
The Azera is a hit, and has the most satisfied customers in its class. Quality is also good. That's pretty much the position Toyota was in when they launched Lexus.
Plus you don't have the legacy of the Hyundai Excel tarnishing your upscale image.
nitrosrt6 says:
10:24 AM, 04/ 2/07
All I have to say is, I hope they out do Lexus.
estreka says:
11:02 AM, 04/ 2/07
I think it's a good idea. As Ateixeira stated, you don't want entry level vehicles tarnishing your luxury image. The funny thing is, Hyundai's luxury brand will be set against the likes of Toyota and Honda in terms of pricing, not Lexus and Acura.
ahightower says:
11:50 AM, 04/ 2/07
I think it's too soon. Toyota was better established here when they launched Lexus. Hyundai might get away with this in China which is buying everything including Buicks, and in their Korean home market. But the people who buy Lexus do so because of a reputation that Hyundai has not yet earned. They're looking better and better all the time, but I still just think it's a little too early. Another five solid years with increasing sales and reliability scores, would put them in a position where average people would trust them enough to spend over $30K.