bitkahuna

iTrader: (20)

Why the nationalist labels? When Lexus was launched in the u.s., there was zero inference or connection with japan in their marketing. Infiniti tried the rocks and trees zen thing which was totally stupid and failed completely.

When it inevitably happens, and a Chinese company buys a big name, will you consider that brand Chinese?

And 'Heritage' is just a branding / marketing concept to stop people moving to other brands. Let's face it, Mercedes, for example, made some junk in the 90s yet people still bought them because of 'heritage'.

Do you consider a samsung tv a Korean Sony?

SW17LS

I've said it before and I will say it again...the mere fact that this thread exists on the biggest Lexus forum on earth with comparison photos, and exists on BMW forums, etc...is a huge win for Hyundai. Huge.

yowps3

But at the end of the day it's a Hyundai.

And will continue to serve the people looking at main stream upscale cars.

It won't have great performance, great interior or great anything. It will continue on where the current one left it.

LexBob2

Good observation.

bitkahuna

iTrader: (20)

and that's bad because?

market elitism/exclusivity can result in very small sales volumes, which if the goal, must be factored in to things like price, which must rise accordingly.

the brand that amazes me the most is porsche. they're not that exclusive, but their prices are high, their image is polarizing but extremely focused, and they continue to expand their line of vehicles.

Vh_Supra26

iTrader: (1)

I think it's still a little to early to say that. However the interior on the old model was pretty bland to look at.

SW17LS

You also have to realize that the industry is changing, brand isn't as important to people as it used to be, especially up and coming generations that have grown up through this recession. Think back to your parents/grandparents generation who came up during the depression...how concerned were they with brand? Something like a Genesis or Equus is going to be popular with people *because* its not a luxury brand. Wait and see.

Its a weird time. You have upmarket brands pushing down...downmarket brands pushing up. Think of all the cars you have in that $30-$5k "near luxury" segment now that you did not have 10 years ago. You have cars like the Genesis, Chrysler 300, Ford Taurus, Avalon, Buick Lacrosse, Azera, Kia Cadenza, the Honda Accord is more upmarket now. People legitimately shop these cars alongside cars like the Lexus ES, MB C Class, etc.

Hoovey689

iTrader: (16)

2015 Hyundai Genesis to offer Google Glass integration

http://www.autoblog.com/2014/01/03/2...s-integration/

Fizzboy7

As far as who wants a large, premium, Korean sedan that mimics a BMW? A lot of Korean businessmen, bankers, and real estate agents. They love stuff like this. I see them driving the current Hyundai and BMW models in downtown L.A. all the time. They'll gobble up the new model, with its copied, executive looks.

Mr. Burns

Like it or not, nationalistic labels factor into the strength of car brands. German cars are seen as the most prestigious, then other European cars, then Japanese cars, then American cars, then Korean cars. This is especially true in how cars are presented in automotive media here.

When Lexus launched in the late 80s and 90s, "Japanese" was synonymous with "quality". Lexus was smart enough to realize that, and capitalized on the whole "quality" thing in their marketing and products. "Quality" set Japanese cars and Lexus apart from other cars. So I can't agree with you there.

Hyundai/Korean are not synonymous with quality and refinement, aren't renowned for engineering prowess, they are not considered to have "soul", and so in both tangible and superficial areas that influence desirability, they come up short.

These days the whole image thing is a huge uphill battle for everyone but the Germans, who now as Lexus/Japan's quality advantage has reduced, are enjoying the windfalls of simply being German luxury cars. BMW and Mercedes sales have exploded in the US. Even brands like Audi who aren't doing quite as well sales wise continue to enjoy free marketing in our media that associates them with the far more successful BMW and Mercedes and against brands like Lexus and Cadillac for simply being German.

Lexus has been completely stupid as of late by abandoning their image strengths in marketing. Gone is quality, refinement and the pursuit of perfection:


And in is hip old people and loud obnoxious music.


"An entirely new pursuit" it says it right there in the commercial. Fail. Boy have Mercedes in particular capitalized on this nonsense Lexus marketing and resulting image decline in recent years.


Branding is important to people who buy high end luxury cars (prestige), and to people who buy low end economy cars (predictability and security). Just look at the never-has-been-better sales of BMW and Mercedes at the top end - despite growing competition, and #1 sales positions of cars like the Corolla and Civic - again despite growing competition.

SW17LS

Wait and see as more people who are in their 20s now get into the price ranges where they are going to be buying these cars. Remember that with every passing year successive generations form new perceptions of brands. At one time Toyota was considered a cheap, crappy car compared to American cars. Why do you think the original LS was so successful? Yes it was a great car...but it was also absurdly cheap for what it was. Without that value proposition Lexus would not have taken off the way it did, look how quickly the LS climbed in price. Take someone like me, I'm 32, and my father had a Lexus and to me...a Lexus is on equal footing with something like a BMW or Mercedes to me because it was the car that my father achieved ownership of...kids who are 20 now did not live in a world where Lexus was not a huge player in the luxury car market in the US. Time passes and perceptions change. Hyundai has been making great cars now for getting close to a decade, people who are 20 now do not remember Hyundai of the 80s...90s.... Where do you think their brand image will be in another decade...and another decade after that?

Mr. Burns

I don't think their brand has yet reached parity with mainstream brands like Toyota, Honda, and VW, let alone premium brands, and I'm in my 20s.

SW17LS

But you are a car enthusiast with a very strong bias towards a particular brand (I have read your posts and have never seen a post from you that even hints at objectivity). Most consumers are not enthusiasts...and have not spent the amount of time you have spent learning about and discussing car models and manufacturers,

If you polled consumers today and asked them to rank carmakers by name when it comes to their perception of the brand, Hyundai may not be up there with Toyota and Honda...but they will be higher than they would have been 10 years ago, and certainly 20 years ago. In 10 more years they will be higher...in 10 more...higher.

Thats how these things work. Its not a battle that is won in 1, 5 or even 10 years. Hyundai is here to stay, and they are here to compete. if you look at what they are doing today vs what they were doing in 2004...the difference is staggering. IMHO they now have a product that is overall as good...and perhaps better in some ways than what is being made at Honda and Toyota. What they need to work on is brand perception, and that comes from making good products over time. For instance, I wouldn't even consider a Camry or Rav 4 over a Sonata or a Tuscon or Santa Fe. The 3 Row Santa Fe is an excellent family crossover that is much cheaper than the Highlander. I would never buy a Pilot over one. The Genesis is a huge value compared to something like an ES or an Avalon. They are getting there.

Vh_Supra26

iTrader: (1)

Here is how the interior compares with everyone else.

TangoRed

Nitpicking, but those aren't the 2014 5-series or E-class interiors.