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Is There Room in the Luxury Market for Hyundai?



  • 101649101649 Posts: 192
    Saab 9-5 Luxury Car????
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 38,950
    50 journalists pick the Hyundai Genesis as the Car of the Year.

    Hyundai Genesis and Ford F-150 Win North American Car, Truck of the Year Awards (AutoObserver)
  • joe97joe97 Posts: 2,248
    Well deserved, obviously. Kudos to the Genesis and Hyundai.

    I saw in another article not only it was the first S. Korean model to take the honor, but this was also the first luxury model to take the award.
  • sandy25sandy25 Posts: 65
    Saab 9-5 Luxury Car????

    Yeah, I guess that's a debatable point. But I did LOVE my 9-5's. Anyway, my point was I've owned enough "true" luxury cars to be able to answer bobad's original question.
  • ateixeiraateixeira Posts: 72,587
    Hyundai is flying high because Consumer Reports also rated the Genesis their top upscale large sedan.
  • backybacky Twin CitiesPosts: 18,624
    * North American COTY
    * CR's top-ranked sedan in the $30-45k price range
    * Runner-up for Motor Trend's COTY

    And... the only luxury car to offer an assurance program that will take your car back within a year if you lose your income.

    Interesting to see what this will do for Genesis sales--and also competitor sales.
  • ateixeiraateixeira Posts: 72,587
    Genesis sales already dwarf the Acura RL's. Kinda embarassing for Acura, if you ask me.

    Now that the TL moved up, should Acura kill the RL out of mercy?
  • m4d_cowm4d_cow Posts: 1,491
    Now that the TL moved up, should Acura kill the RL out of mercy?

    I heard this RL will become the last, Honda has decided to back off from building any larger cars, RWD or V8.
  • m4d_cowm4d_cow Posts: 1,491
    My answer for the OP question is: Yes, but not now.

    Right now IMO cars are classified as:
    1) Economy
    2) Regular
    3) Premium - Near luxury
    4) Entry level luxury
    5) Upper level luxury
    6) Niche class (including exotics)

    There's no boundary between classes for any brand, in this regard Hyundai's Kia competes in both economy and regular class, while Hyundai's moved upward playing in regular and premium class.

    Here's the thing, to move up to a true luxury class Hyundai needs more experience and improve the customer service to catch up with class' standards.
    The best chance to gather such experience is to fight in the premium, a.k.a near luxury class first. This is a role that fits Genesis perfectly. Competition is less fierce in the class, and Genesis already got the good cards to play with. From known competitors only Buick and Lexus ES can pose a threat imo. Lexus buyers are image driven, while Buick customers are seriously loyal. Acura used to be a threat, but the new Darth Vader look will turn off buyers immediately.

    From this point Hyundai can use the experience and establish a real luxury division, arguably under a new brand name as Americans are seriously image conscious. When that happens for goodness sake please don't name it Equus (sp :P ), just name it Genesis
    Check this out:
    a) Acura, Lexus, Infiniti, Hyundai, BMW, MB,...Hyundai, doesn't sound right to me
    b) Acura, Lexus, Infiniti, Equus, BMW, MB,...Equus.... ridiculous.
    c) Acura, Lexus, Infiniti, Genesis, BMW, MB,... don't you all think the Genesis brand will fit right in? It sounds as catchy as Lexus and Infiniti IMO.

    5 more years, 10 at the longest and we may see a true luxury Hyundai. I'll be waiting to see it happen. :shades:
  • m4d_cowm4d_cow Posts: 1,491
    Saab 9-5 Luxury Car????

    Well personally I'd categorize the 9-5 in either near luxo or entry level luxury class, along with some Volvo and Acura models.

    The 9-3 is a beaut imo, while the 9-2x and 9-7x are ironic examples of blatant cloning that wear finer outfits than their respective originals Impreza and Trailblazer.
  • fintailfintail Posts: 32,909
    Genesis isn't a bad name in and of itself...IMO more deserving to be a marque than a model, even if it is just a rebadge from the parent company. The swoopy H has no place on a car in that part of the market.

    Infiniti, Acura, and especially Lexus have proven the American market isn't put off by this. I think the new Hyundai brand would work just as well.
  • joe97joe97 Posts: 2,248
    A a few other honors from Canadian publications - don't forget our neighbor up north :)
  • m4d_cowm4d_cow Posts: 1,491
    Still, noone can deny the brand Genesis sounds much catchier than Equus right? :)

    Along with Infiniti, Acura and Lexus, the Genesis sounds just as majestic. Equus.sp otoh....uhh.... a horse?...... :P :P
  • m4d_cowm4d_cow Posts: 1,491
    On a side note, the one thing that keep me cold on Hyundai is the hopelessly bland looks on all their models. Sure the Genesis is an improvement (save for the dumb Klingon forehead grille), but I'm still not impressed (the interior is pretty good though).
    The Gen coupe is the first Hyundai ever I dare call decent looking without being too bland.
  • fintailfintail Posts: 32,909
    Hey, at least it doesn't look like a Kia Amanti....a BMW derivative is downright progressive compared to that atrocious thing. I don't think anyone buys cars from that continent for styling anyway, as few of them have any of it of merit.
  • ateixeiraateixeira Posts: 72,587
    The swoopy H has no place on a car in that part of the market

    Perhaps, but this is largely an American sentiment, i.e. that the market should be segmented. Chevy is mainstream, Buick is upscale, Cadillac is luxury.

    Look at how Mercedes operates in Europe. You can get this:


    or this:


    from the same brand.

    What you mentioned is probably why we don't see the entry level Benzes in the USA.

    Even the S class comes in a V6 version - something we never would see here.
  • fintailfintail Posts: 32,909
    And the American market will make or break the Genesis. I can't see it selling at all in Europe, where Lexus has barely made a dent after all these years. I am sure it is a hit in Seoul, maybe the Chinese will buy a few, it could sell in Oceania...but where else? The H appears very downmarket, I see it and I think of a 1994 Excel. Maybe Hyundai needs a new emblem for its new development.

    Less than 20 years ago you could still get a cloth interior manual transmission 6cyl S-class.
  • ateixeiraateixeira Posts: 72,587
    I think China is a big potential market. If they like their big Buicks, here's a direct competitor.
  • m4d_cowm4d_cow Posts: 1,491
    Perhaps, but this is largely an American sentiment, i.e. that the market should be segmented.

    Few people realize that companies like MB and Audi also compete in the low end market. MB's A and B-class, Audi A2-A3, and BMW's own 1-series to name a few.
    Another side, Toyota is actually also a luxury brand in Asia. Crown series is one of their legendary models. Nissan President is another (they just renamed it to Infiniti Q in US).
  • backybacky Twin CitiesPosts: 18,624
    ...I see it and I think of a 1994 Excel.

    Do you also see a $35k Avalon or Maxima and think of the 1969 Corolla or 1974 B210? I would guess not. Toyota and Nissan have come a long way since those early tin boxes. And Hyundai has come a long way from the Excel--although my sister had a 1990 Excel and it proved to be one tough little car and not a bad ride for the money.
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