Last December, we reported that Hyundai was looking to give a new brand name to its premium models, like the Equus and Genesis, in an effort to directly rival Lexus (Toyota) and Infiniti (Nissan).
Today, Hyundai vice president Shin Jong-Woon released a statement to officially rule out a separate brand.
According to spokesman Frank Ahrens, executives worried it would cost too much and undermine the image of other models at a time when Hyundai is trying to position the entire lineup as "modern premium".
While insisting on the expensive dealership and marketing changes, Ahrens admitted that Hyundai has made rapid advances in quality in recent years, but there is still a big gap between their vehicles' actual and perceived quality. ''Lifting the perception is a top priority,'' he said.
A more realistic and cost-effective alternative would be strengthening Hyundai's upper range with additional models and variants.
Source : Automotive News
Today, Hyundai vice president Shin Jong-Woon released a statement to officially rule out a separate brand.
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| Photo: Hyundai |
According to spokesman Frank Ahrens, executives worried it would cost too much and undermine the image of other models at a time when Hyundai is trying to position the entire lineup as "modern premium".
While insisting on the expensive dealership and marketing changes, Ahrens admitted that Hyundai has made rapid advances in quality in recent years, but there is still a big gap between their vehicles' actual and perceived quality. ''Lifting the perception is a top priority,'' he said.
A more realistic and cost-effective alternative would be strengthening Hyundai's upper range with additional models and variants.
Source : Automotive News