If I told you about a car manufacturer that sent a specially trained sales manager to your home or office to present their flagship automobile, you’d probably assume that I was talking about a worldclass car company.
And if I said that upon buying the car—which can be facilitated during the same visit—you’d be provided with a 1-800 number as a single point of contact for anything to do with the car—such as a one-on-one orientation or maintenance scheduling and valet service—the name Maybach may come to mind.
And how about receiving an i-Pad loaded with a special application to connect you with your new vehicle and the dealership? Given the totality of the forgoing, last on your “could be” list is likely to be Hyundai, but as of this fall “Hyundai” is the correct answer.
Fires of Change
For the most part, the nameplate “Hyundai” has been associated in North America with frugality and sensibility. The introduction of the upscale Genesis sedan in 2009 ignited fires of change, and they have been burning brightly ever since.
The next combustible to intensify the game-changing flame is the Equus. Hyundai is in the process of removing the wraps from this premium-level full size luxury sedan, which shall become the flagship of their highly diversified fleet.
The one characteristic this wide array of wheels share is that of value, and the Equus intends to build on that virtue where it is in short supply—at the high-end of the market. In other words: Mercedes-Benz, Audi, Lexus and the rest, including the domestics, had better sit up and take notice.
Hyundai has no delusions of grandeur about outselling any of the foregoing in this rarified field; that’s simply not going to happen—well not yet that is. According to John Vernile, Vice President of Marketing for Hyundai Canada, “in building the Equus, we’re sending a message to Canadians that we are a tier-one manufacturer.”
No doubt that message is intended for the industry as well. Clearly, Hyundai wants to shed any likeness of its former self. Based on what they’ve recently delivered and what’s in the pipeline, their renaissance is well underway.
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| Hyundai is in the process of removing the wraps from this premium-level full size luxury sedan, which shall become the flagship of their highly diversified fleet. (Photo: Rob Rothwell/Auto123.com) |
And if I said that upon buying the car—which can be facilitated during the same visit—you’d be provided with a 1-800 number as a single point of contact for anything to do with the car—such as a one-on-one orientation or maintenance scheduling and valet service—the name Maybach may come to mind.
And how about receiving an i-Pad loaded with a special application to connect you with your new vehicle and the dealership? Given the totality of the forgoing, last on your “could be” list is likely to be Hyundai, but as of this fall “Hyundai” is the correct answer.
Fires of Change
For the most part, the nameplate “Hyundai” has been associated in North America with frugality and sensibility. The introduction of the upscale Genesis sedan in 2009 ignited fires of change, and they have been burning brightly ever since.
The next combustible to intensify the game-changing flame is the Equus. Hyundai is in the process of removing the wraps from this premium-level full size luxury sedan, which shall become the flagship of their highly diversified fleet.
The one characteristic this wide array of wheels share is that of value, and the Equus intends to build on that virtue where it is in short supply—at the high-end of the market. In other words: Mercedes-Benz, Audi, Lexus and the rest, including the domestics, had better sit up and take notice.
Hyundai has no delusions of grandeur about outselling any of the foregoing in this rarified field; that’s simply not going to happen—well not yet that is. According to John Vernile, Vice President of Marketing for Hyundai Canada, “in building the Equus, we’re sending a message to Canadians that we are a tier-one manufacturer.”
No doubt that message is intended for the industry as well. Clearly, Hyundai wants to shed any likeness of its former self. Based on what they’ve recently delivered and what’s in the pipeline, their renaissance is well underway.
 |
| Hyundai benchmarked the Mercedes-Benz S550 in developing the Equus, which is expected to compete directly with Lexus LS460 and other entrants in the premium luxury segment. (Photo: Rob Rothwell/Auto123.com) |