2002 Hyundai Equus HCD-7 Concept - If They Build It Will They Come?
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| Hyundai plans to expand its lineup to include a pickup, full-size SUV and luxury car. This Equus HCD-7 concept that appeared on the North American auto show circuit in 2002 shows the direction the automaker may go. (Photo: Hyundai) |
Unveiled almost exactly a year ago at the 2002 Chicago Auto Show Hyundai's Equus HCD-7 concept stunned onlookers. After all, what did the South Korean company expect? To North American's the brand has always been associated with relatively small to midsize economically priced transportation, not full-size luxury cars.
But the same could be said for Japanese rivals Toyota, Nissan and Honda when they got started on this continent many years ago. Now Lexus, Infiniti and Acura, the purveyors of full ranges of mid to high-priced luxury and sport models, lead the world in J.D. Power quality and owner satisfaction status. Could Hyundai be far away?
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| The Hyundai Sonata offers a lot of presence for its paltry sum. There's substance behind the style too, with interior quality that rivals and even surpasses some Japanese makes. (Photo: Trevor Hofmann, Canadian Auto Press) |
Auto market analysts believe the automaker's steady climb up the social acceptance ladder has much to do with an increase in product quality, improved styling and performance, a move that has helped to change the brand's image in North America. With Also Hyundai sales are expected to rise 7% in 2003 to a projected $23.6 billion, Japanese carmakers should be concerned.
A recent decision by company executives to move future product offerings further upmarket, that could possibly involve a premium brand spin off, could make something like the HCD-7 a reality in North America by 2007 or 2008.