Clearly, Hyundai knows what it's doing and where it's going. After announcing a new global branding strategy that includes moving upmarket, the Korean automaker is reportedly studying two new models that would directly rival the BMW 3-Series and Lexus RX.
According to Hyundai Motor America President John Krafcik, the company might also give a new brand name to these vehicles, with Genesis being an option. That being said, it could just as easily sell them under the Hyundai brand without necessarily changing its image given the confusion that could result among consumers.
The new luxury vehicles could be sold in the same dealerships as the current Hyundai lineup or in separate showrooms – much like Nissan/Infiniti and Toyota/Lexus. Of course, the success of the upcoming Equus full-size sedan will heavily shape Hyundai's decisions with regard to luxury car marketing.
"Four models [from Hyundai] are right on the edge of needing a separate franchise," says Randy Berlin, global practice director for auto dealership operations at Urban Science. "If you do have a choice, the preference would be to have a stand-alone so it can have its own brand image, its own brand experience so it could distinguish itself in the market."
Source: Auto Guide via The Wall-Street Journal
According to Hyundai Motor America President John Krafcik, the company might also give a new brand name to these vehicles, with Genesis being an option. That being said, it could just as easily sell them under the Hyundai brand without necessarily changing its image given the confusion that could result among consumers.
The new luxury vehicles could be sold in the same dealerships as the current Hyundai lineup or in separate showrooms – much like Nissan/Infiniti and Toyota/Lexus. Of course, the success of the upcoming Equus full-size sedan will heavily shape Hyundai's decisions with regard to luxury car marketing.
"Four models [from Hyundai] are right on the edge of needing a separate franchise," says Randy Berlin, global practice director for auto dealership operations at Urban Science. "If you do have a choice, the preference would be to have a stand-alone so it can have its own brand image, its own brand experience so it could distinguish itself in the market."
Source: Auto Guide via The Wall-Street Journal