Hyundai Targets The Germans On Their Own Ground: In The UK

Cammy Corrigan
by Cammy Corrigan

Launching a new car division is tough. A monumental task, you might say. And it has to be executed just right. I’ll give you an example, look at Lexus. When Lexus was launched in the United States, it was a hit. It didn’t take much to separate American drivers from their Cadillacs, Lincolns and Buicks. Now compare this to the European launch. Lexus never really took off. Why? Well, a good reason would be that when Lexus starting exporting to Europe, Germany was making luxury cars to a high standard already, so Lexus was nothing special. Hyundai knows this.

Car and Dealer reports that Hyundai wants to bring the Genesis to the UK. Not a problem, you might say, just get it to European standards and off you go. Not so fast. It’s not as simple as that. You see, Hyundai want to bring the Genesis over to the UK, as a Genesis, not a Hyundai. That’s right; they want this car to be the “tester” of a luxury marque in the UK. “Lexus did a great job in the States, but it never really took off in Europe,” said Tony Whitehorn, Hyundai Motors UK’s managing director, “But the premium route is certainly interesting and it’s one that could work for us with Genesis in the UK.”

Trials are taking places around Europe to see whether European drivers can accept the Genesis as a luxury car in its own right. Ironically, none of these tests are happening in the UK because there are no right-hand drive cars available and there won’t be until around 2012. With regards to how the launch of Genesis would have to be executed just right, Mr Whitehorn was fully aware of the task.

“We would have to be very careful as there isn’t actually a successful model in the UK where a mainstream manufacturer has made a success of premium, ” said Mr Whitehorn, casually forgetting about Volkswagen and Audi, “It would be very brave of us, but despite being a difficult route to market, I think it would be the best one for Genesis.” Well, good luck. I can’t see Mercedes-Benz, BMW and Audi giving up one of their biggest markets easily.

Now here is one thing to remember: When Lexus entered the U.S., the Germans were jittery about a low cost luxury opponent. There is a lot of reverse snobbery in Europe. Ostentatious consumption (Maybach comes to mind) is out, smart shopping is in. Women proudly pronounce at parties that they bought the outfit at H&M. Take Hyundai’s expertise at building good cars at low cost and couple that with the new free trade agreement between South Korea and the European Union about to kick in, Germany may have a formidable opponent on their hands. Viel Glück, Deutschland.

No, you won’t get it in two-tone. Picture courtesy motorauthority.com/

Cammy Corrigan
Cammy Corrigan

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  • Herb Herb on Oct 17, 2010

    If this concept implies that an entirely different dealer/shop network is going to be set up, this will fail, I presume. On the dealer's side, to live on luxury cars only certainly is no reliable basis for business, independent on the make. For a customer, this certainly is a hassle, too. Expensive, thin dealer network, with corresponding know-how. I simply don't get the idea of establishing a special "luxury brand". Build a convincing luxury car and sell it anlongside your other products. Otherwise you might imply your other cars are crappy.

  • PlentyofCars PlentyofCars on Oct 17, 2010

    That is what VW should have done with the Phaeton is the USA (its own brand). The Phaeton was a scaled down Bentley sold at a bargain for what you got; which VW marketed as if it was a fluffed up VW. VW really blew it.

    • See 2 previous
    • PlentyofCars PlentyofCars on Oct 18, 2010

      The Audi A8/S8 is an alternative to the BMW 7 Series or Mercedes AMG. The Phaeton was all luxury, more in line with Lexus LS and the standard Mercedes S Class. So they could have done fine with both cars.

  • Dukeisduke Is the Volvo EX30 even on sale yet? It was pulled from the NACTOY awards because they were having software problems with the vehicle.
  • Wjtinfwb If you've only got 5k to spend on transportation, I cannot imagine a worse way to spend it than on a GM orphan from Sweden that's 15 years old with 150k on the clock and limited plus expensive parts availability and dwindling techs who'd even want to work on it. Go find a similar vintage Camry or Accord with 150k miles or even a Ford or a Chevy, whatever. Hell, even an old Jaguar is less of a crapshoot than a Saab. At least you can still get parts.
  • Kwik_Shift Brands that were considered from China include BYD, Dayun, Great Wall Motors, Maxus, Nio, Omoda/Chery, Seres, XPeng, and Zeekr. KG Mobility from South Korea also made the list of candidates.That's a lot of car companies from there ready to head here.
  • Analoggrotto Clean sweep and unanimous victory for the world affluence engine of 22nd century : Hyundai/Kia/Genesis. Toyota and Lexus, for 120 years of history have not been able to capture the zenith superlative status of Hyundai Motor Corporation the most awarded, decorated and revered automotive corporation in the history of historical. Featuring best ever, first ever and greatest ever e-ATPs the Hyundai Genesis Kia lineup is posed to become the envy of every country club, ivy league college and fortune 500 corporation in the world. I've been taking a roadtrip in my loaner Elantra N, visiting colleges from east to west, elite universities of higher learning to inspect their parking lots. WHat did I find? Leagues of Genesis models, outnumbering Lexus 3 to 1. When I interviewed faculty and staff at these places of greater learning, their response was unanimous : they chose HMC for the ATPs.
  • Mikey 2019 Chevy Impala Premier FWD with 20 inch factory Bridgestones. I'm looking at replacing tires at the 65,000 KLM's (40,000 miles ) mark ....It doesn't thrill me .. I'm pricing Michelin Cross Climate 2 tires ouch !! ..Up here in Canuckastan ....Big $$$$$
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