Tim1988

????? . I think they should.

PhilipMSPT

iTrader: (5)

They're getting there.

We've discussed it already:

ClubLexus: How the Koreans are cracking the luxury market

bagwell

maybe something like "Genesis" ??

Whitigir

Uhm...how about the

EQUOOS ? I don't quiet know how to pronounce it right though COO CUS ?

S2000toIS350

How about calling it Acurai?

bitkahuna

iTrader: (20)

no, i don't think they should. times have changed.

Slvr surfr

iTrader: (1)

Question is do they really need to? With the relative success of the Genesis and moderate sales of the Equus, i see no need to start a whole new division. It will be a waste of resources imo. Just continue with whats working and continue to make it better.

Carmaker1

Actually Akyurai would do, just like Honda/Hyundai.

LexFather

No b/c having a luxury badge/name does not guarantee success as evidenced by a few struggling brands. Only Lexus has successfully created a brand from scratch from Asia that is considered among the best. On the internet its easy to say "start your own brand" in reality it would take tens of billions and the resources and knowledge to do so, by far no easy task.

They are better off buying Lotus or another brand and going that route.

I8ABMR

we have discussed this before. Its a difficult question to answer. I would say they should remain as they are until they have a reputation similar to Toyota or Honda, then maybe consider it then, but like Mike said, the existence of the brand will not gaurantee success
I will admit even as a Hyundai I notice the Equus every single time I see it. I think its as beautiful as the LS or better o the outside. The lines are gorgeous. I can imagine what it would look like dropped on some 22's

tmf2004

iTrader: (15)

i was going to say Haven't they already? with the Genesis line and now the redesigned Genesis for 2015

nabbun

They can be like VW and go Phaeton.

Tim1988

Well they don't need to be 'the best'. Acura and Infiniti are generally considered success stories. This is the worst stretch of Acura's in a long time and they still sell pretty good numbers. I think they have around 9% of the overall market for 30,000USD+ Cars.

Infiniti is definitely a established luxury/sport brand right now. Just because they can't compete with BMW/MERCEDES don't mean it's failures.

If Hyundai ever get to even Infiniti levels with a 'new luxury line', I think they would consider it a great success.

Harbinger

Hyundai is already positioning themselves to become a luxury brand in their own right. They absorbed Kia so that they could have the one-two automotive punch of affordable people movers and entry level luxury. This affords them the margin to develop towards producing legitimate luxury vehicles. Realistically, with the way that the current market is headed, with everyone attempting to cover every aspect with their own particular brand, there is more than enough room for Hyundai to develop into a "near luxury" brand akin to Infiniti and Acura, and for the Chinese to make strides in the entry-level market.

spwolf

no they are not... hyundai is a great success story but they are not going to be luxury brand.

And yes, if they are serious with doing luxury vehicles, they do need a new brand... you can not sell Accent and $60k car from the same showroom. It just does not work, and proof is their current sales of Genesis and Equus, despite the pricing.