"We are looking at something that would slot above Azera, which we are considering a premium sedan," Krafcik mentioned
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| In South Korea, the Equus is available with a standard V6 engine, and an optional V8. (Photo: Hyundai Auto Canada) |
to Wards Auto during the 2006 Sonata sedan launch in San Francisco, CA. "But we think there's room above that for another sedan, even more premium. "Although we don't have a timetable established, we are looking at the possibility of rear-wheel drive because that makes the most sense for what would really be a luxury sedan," he continued.
In South Korea, the Equus is available with a standard V6 engine, and an optional V8, with most analysts expecting the V8 to be the only engine offered in North America.
The potential for a separate premium brand has executives from Hyundai Motor
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| Hyundai's possible luxury brand strategy could "differ regionally", with potential for a luxury arm in Europe but not in North America, or vice versa. (Photo: Hyundai Auto Canada) |
Co. Ltd. in South Korea salivating, but the considerable costs and complexity need to pull off an entirely new brand, with its associated advertising and marketing expenses as well as stand-alone dealerships, have Hyundai's North American divisions, and dealer principals less eager to move forward without some sign of interest from its customers. Krafcik also told Wards that Hyundai's possible luxury brand strategy could "differ regionally", with potential for a luxury arm in Europe but not in North America, or vice versa.
