#2015HyundaiGenesis

When it comes to luxury cars, there are two factors, often mutually exclusive, that come into play: actual excellence and perceived prestige. Very often, the latter wins out. If you want to know why, ask anyone who bought a Maserati Quattroporte. Or a BMW 528i.

Ever wonder how product planning really works? It turns out that product planners aren’t just hired to sit around and tell car companies what to build. Apparently you have to do things like work with data and make Excel pivot tables. Which is why I’m still working here. But the 2015 Hyundai Genesis gives us an interesting example of what drives product planning decisions.