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Well they knew enough about the US market to create a luxury brand
I'm on the fence in this area. While I understand that creating a distinct luxury brand is a by the books tactic for selling expensive vehicles, we are also living in a time when Dodge/Chrysler sell fully optioned vehicles for $40k, $50k, $60k. Seeing a $50k Genesis or $60k Equus for sale isn't that unusual anymore especially after the Genesis has already been on sale for 5 years. I don't know what Hyundai's long term plans are for the brand but maybe they are going without a premium badge. As a buyer, I couldn't care less what shape the badge is as long as the quality is in the cars.
To be fair Toyota introduced the Lexus as a luxury brand. Hyundai is still Hyundai just like Toyota is Toyota.
Hyundai/Kia should create new luxury divisions to separate the brands. It's kind of off putting that you can buy an Accent right next to an Equus
Not sure how hot the Toyota LS400 would have sold if they kept it Toyota
This is correct. American's are very badge conscious, that's why some people will never pick a Hyundai over a luxury badge like a BMW, Mercedes etc even though the Hyundai could be a better vehicle and a better value.
Thats why companies like Lexus/Acura create luxury brands here but use regular brands (Toyota/Honda) in other countries.
I'm on the fence in this area. While I understand that creating a distinct luxury brand is a by the books tactic for selling expensive vehicles, we are also living in a time when Dodge/Chrysler sell fully optioned vehicles for $40k, $50k, $60k. Seeing a $50k Genesis or $60k Equus for sale isn't that unusual anymore especially after the Genesis has already been on sale for 5 years. I don't know what Hyundai's long term plans are for the brand but maybe they are going without a premium badge. As a buyer, I couldn't care less what shape the badge is as long as the quality is in the cars.
But to "steal" away customers that have only purchased luxury brands (Audi, BMW, Mercedes, Lexus) I think you need to separate yourself from your base nameplate. Mentally people won't cross shop a Lexus/Mercedes against a Hyundia/Kia
They'll always believe a Hyundai Genesis is inferior to other luxury cars, noted by posts in this thread.
I'm certain the K900, Equus, and Genesis are fine cars but don't have that prestige yet. And luxury car buyers mostly look at prestige as one of the top qualifiers.
But to "steal" away customers that have only purchased luxury brands (Audi, BMW, Mercedes, Lexus) I think you need to separate yourself from your base nameplate. Mentally people won't cross shop a Lexus/Mercedes against a Hyundia/Kia
They'll always believe a Hyundai Genesis is inferior to other luxury cars, noted by posts in this thread.
I'm certain the K900, Equus, and Genesis are fine cars but don't have that prestige yet. And luxury car buyers mostly look at prestige as one of the top qualifiers.
This is correct. American's are very badge conscious, that's why some people will never pick a Hyundai over a luxury badge like a BMW, Mercedes etc even though the Hyundai could be a better vehicle and a better value.
Thats why companies like Lexus/Acura create luxury brands here but use regular brands (Toyota/Honda) in other countries.
I can tell you from spending a good amount of time on the genesisowners.com forum, a large portion of Genesis/Equus buyers previously owned a BMW/Mercedes/Lexus. They are definitely converting buyers. Would it happen at a faster rate with a discrete luxury badge? Probably, but maybe Hyundai is using these cars to elevate the brand as a whole or have some other tactic in mind.
I can tell you from spending a good amount of time on the genesisowners.com forum, a large portion of Genesis/Equus buyers previously owned a BMW/Mercedes/Lexus. They are definitely converting buyers. Would it happen at a faster rate with a discrete luxury badge? Probably, but maybe Hyundai is using these cars to elevate the brand as a whole or have some other tactic in mind.
Some people have no problem buying a Hyundai but other people do including the OP hence this thread.
I can tell you from spending a good amount of time on the genesisowners.com forum, a large portion of Genesis/Equus buyers previously owned a BMW/Mercedes/Lexus. They are definitely converting buyers. Would it happen at a faster rate with a discrete luxury badge? Probably, but maybe Hyundai is using these cars to elevate the brand as a whole or have some other tactic in mind.
I like what Hyundai has been doing. Just go back 10 years and you can see they have taken a big step forward. I'm rooting for them. I prefer their styling over traditional Honda/Toyota cars now.
I'm certain the K900, Equus, and Genesis are fine cars but don't have that prestige yet. And luxury car buyers mostly look at prestige as one of the top qualifiers.
As anyone in advertising would tell you, naming your product is very important. Genesis and Equus sound prestigious somewhat but K900?What kind of image does it conjure up? Nothing.
As anyone in advertising would tell you, naming your product is very important. Genesis and Equus sound prestigious somewhat but K900?What kind of image does it conjure up? Nothing.
On top of that I HATE the Kia logo. I know they use a different logo (maybe in other countries) which looks a lot better
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