Should Hyundai make a Luxury Division
They're getting there.
We've discussed it already:
ClubLexus: How the Koreans are cracking the luxury market
We've discussed it already:
ClubLexus: How the Koreans are cracking the luxury market
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.
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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.
They are better off buying Lotus or another brand and going that route.
Lexus Fanatic
Joined: Sep 2007
Posts: 22,608
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From: Waiting for next track day
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
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
Last edited by I8ABMR; Jan 24, 2014 at 01:36 PM.
Thread Starter
Driver School Candidate
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From: CA
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.
They are better off buying Lotus or another brand and going that route.
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.
Lexus Test Driver
Joined: Mar 2006
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From: Lake Ray Hubbard
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.
Lexus Fanatic
Joined: Jan 2005
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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.