In The Beginning There Was Hyundai

Edward Niedermeyer
by Edward Niedermeyer

And the bigwigs spent ten years building brand equity with cheap, basic transportation. And lo, the Japanese automakers headed upmarket, ceding entry level business to the Koreans. And the Seoul sales train smiled for it was good. And then came the Genesis, and Hyundai’s new day morphed in the minds of its creators from budget luxo-fighter to an opportunity for sub-brand confusion and ADD.

Speaking to Wards Auto at the New York Auto Show, Hyundai NA president John Krafcik reveals that rather than allowing the Genesis to lend Hyundai’s brand an “any segment, any sale” halo, the firm wants to spin it off into a Lexus-alike subbrand. And the plan (like all vapid branding exercises) isn’t product-led (although it could theoretically lead to a rumored stateside launch of the Equus luxobarge); there are no firm plans to expand the Genesis offerings beyond the current coupe and sedan. Nor will Hyundai build a new dealer network to offer a uniquely elitist ownership experience. Instead, a Scionesque dealer-within-a-dealer model is envisioned. “That’s a good way to go,” Krafcik opines. “That way, dealers don’t have to spend $5 million, $10 million on a new luxury brand. Sectioning off the brand, that’s the Holy Grail.” Funny, because it seems that allowing the Genesis to continue changing consumer perceptions of the once-jokeworthy brand would be “the Holy Grail.” After all, wasn’t that the reason for embarking on the Genesis project in the first place? “ Big company syndrome” strikes again?

Edward Niedermeyer
Edward Niedermeyer

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  • Picard234 Picard234 on Apr 21, 2009

    It's Krafcik, and ex-Ford chief engineer. Big [s]ego[/s] company syndrome, indeed.

  • Bocatrip Bocatrip on Apr 21, 2009

    Any new car is only as good as the customer service provided. Don't we expect a little more pampering and at the minimum providing a loaner when purchasing what we consider a luxury car?

  • Dolorean23 Dolorean23 on Apr 22, 2009

    Two words: Cadillac Cimmaron.

  • Chiburb Chiburb on Apr 22, 2009

    Well, before leasing my Genesis I was looking at the VW CC, Audi A5 and new A4 to replace my VW Passat. Since my VW dealer was also a Hyundai dealer, I had NO expectations re "dealer" or "service" experience: it would be hit or miss in service, fair in dealing (4 cars from this dealer and I've never paid more than $500 over invoice. The Genesis 4.6 w/Tech came in at invoice.) The bottom line is that the Gen IS a luxury car without pretention in badge or price. Perfect for me, especially in times like these.

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