📰 Auto News Hyundai considering upscale subbrand

[cacicgtp7]

Hyundai weighs Genesis upscale subbrand

NADA convention coverageHyundai may market its premium vehicles under a Genesis subbrand to further distinguish its upscale cars from its mainstream vehicles, the brand's U.S. sales boss said.

The proposed move would replace Hyundai's round "H" badge with a new badge on rear-wheel-drive premium vehicles, including the Equus, Genesis sedan and Genesis Coupe. The upscale vehicles would be branded as Genesis with an alphanumeric naming system. They would be sold in Hyundai dealerships, not through a separate dealership network.

"There's a conversation going on within the company that says, 'Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?'" said Dave Zuchowski, executive vice president of sales for Hyundai Motor America.

No decision has been made about the rebranding, he said.

Combined Genesis and Genesis Coupe sales totaled 32,998 vehicles in 2011, up 13 percent from 2010.

Hyundai sold 3,193 units of its $60,000 Equus luxury sedan in the car's first full year of sales. Zuchowski said the company had expected to sell 2,300 units last year.

While Hyundai is considering launching a luxury brand, a separate sales channel along the lines of Lexus, Infiniti and Acura is out of the question, Zuchowski said.

Many Genesis buyers are replacing the Hyundai badge with a winged Genesis badge as a dealer-installed option, Zuchowski said.

No firm timetable has been set to make the decision on whether to create a Genesis subbrand. But Zuchowski said it could coincide with redesigned versions of the Genesis and Equus, which are due in 2013 as 2014 models.

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[Bob Kazamakis]

Stupid

 

[Yaj Yak]

i think it would be necessary if they do want o begin to differentiate themselves... absoolutely i think this is a good idea.

 

[Bob Kazamakis]

Alright Acura I mean Honda.

 

[Yaj Yak]

i like it.

 

[RICH17]

Everyone seems to do it. Either do this or make hyundai the acura style brand and kia the honda

 

[Bob Kazamakis]

That seems better but I think people still have a stigma about Kia being junk.

 

[cacicgtp7]

I think it's a great idea, but I don't know if I agree with not giving them separate dealerships. It's different than the route that Acura/Infiniti and Lexus went from their parents companies. So it doesn't totally segregate it, but I could see how your overhead and costs would be WAY less, thus still making the cars cheaper.


100% agree though that the Genesis should be it's own entity and get a different emblem. One of the most common mods on the Genesis sedan is taking off the "H" and getting the genesis "wings." Which come standard overseas.

 

[THEHKP7M13]

They should have done this when the Genesis came out.

 

[Burtonrider10022]

I've been pretty impressed with Hyundai lately, and even KIA. Credit where credit is due. If it is just a simple re badge then have at. It shouldn't cost too much money really and if it flops, just switch the badge again lol

 

[bikrboy128]

That seems better but I think people still have a stigma about Kia being junk.

people still think hyundai is junk too though (which they aren't). i think another brand split is a good idea. so when the buyer drops $60k on a car, it's not named hyundai

 

[THEHKP7M13]

...so when the buyer drops $60k on a car, it's not named hyundai

EXACTLY

 

[jprophecy]

Comming from a hyundai forum before and being an ex tiburon owner this is OLD news.

This was always the intent from Hyundai with the introduction of the Genesis sedan and coupe.

To all the nay sayers that say its stupid or still just a Hyundai.......well people said the exact same thing about Lexus and Acura. Well we all know how that turned out.

Besides the Genisis is a nice car no matter how much people crap talk it being still a Hyundai.

 

[CrunkMaro]

damn that equus seems nice

 

[THEHKP7M13]

Comming from a hyundai forum before and being an ex tiburon owner this is OLD news.

This was always the intent from Hyundai with the introduction of the Genesis sedan and coupe.

To all the nay sayers that say its stupid or still just a Hyundai.......well people said the exact same thing about Lexus and Acura. Well we all know how that turned out.

Besides the Genisis is a nice car no matter how much people crap talk it being still a Hyundai.

Its unfair to the Genesis that it wasn't split. The level of service is far better at the upscale brand's dealerships. That and most people are badge snobs.

 

[Outlaw]

I agree with this.

 

[jason05gt]

I think it will work out well for Hyundai. I can see them easily picking up marketshare from Acura. The new RDX and ILX are turds.

 

[Stink Star]

Yea seriously what happened to Acura? They used to make badass cars but they are so behind the curve now I don't really see them coming back

 

[Wolfman]

i hated hyundai until i got to Korea. there are some NICE hyundais out here.

 

[radioguy6]

I think it would be beneficial to startup a seperate brand to compete with all the luxury brands. Upscale luxury cars should be sold in a different showroom. Also when I bring in my Hyundia Genesis in for maintenance, I dont want to be given a Hyundia Accent or Kia Rio for my service loaner.

Yea seriously what happened to Acura? They used to make badass cars but they are so behind the curve now I don't really see them coming back

Acura needs to start switching to RWD platforms and fire their design team that has been tarnishing the brand. The vast majority of their luxury/performance luxury competition are RWD or RWD biased AWD platforms. Acura has been selling glorified FWD and FWD-biased AWD Hondas for too long. Why wouldnt I just get a cheaper fully loaded Honda Accord? Yes Infiniti and Lexus are also 'nicer' Nissans and Toyotas too, but at least come on RWD platforms which differentiate themselves from their parent company.

 

[TransHed]

How will that work for the Genesis Coupe tho? Its an affordable sporty car that doesnt exactly scream "luxary"

 

[ef_vtak]

Acura needs to start switching to RWD platforms and fire their design team that has been tarnishing the brand. The vast majority of their luxury/performance luxury competition are RWD or RWD biased AWD platforms. Acura has been selling glorified FWD and FWD-biased AWD Hondas for too long. Why wouldnt I just get a cheaper fully loaded Honda Accord? Yes Infiniti and Lexus are also 'nicer' Nissans and Toyotas too, but at least come on RWD platforms which differentiate themselves from their parent company.

RL & TL should be RWD or SH-AWD, the new entry ISX is fine as a FWD imo. The bottom market for luxury cars aren't performance oriented anyways and as it sits it should compete well.

In reference to Hyundai, they should really focus on solving their warranty and drivability issues first, then go for a luxury brand. IMO although they are making good moves there quality is not close to the competition yet. Without the lower brands being competitive in quality why would one even look to the upscale brand of same company? The 50oddk Equus stacked up to the competition in that price bracket is a real poor performer.

 

[cacicgtp7]

^ what do you mean warranty issues? I thought I read that the Genesis (sedan) at least has really good reliability thus far. Plus the car comes with, IIRC, 5 year 60,000 mile bumper to bumper warranty. And 10 year, 100K powertrain warranty...

That's better than BMW, Lexus, Acura, Infiniti....ect ect

 

[THEHKP7M13]

I think it will work out well for Hyundai. I can see them easily picking up marketshare from Acura. The new RDX and ILX are turds.

Yea seriously what happened to Acura? They used to make badass cars but they are so behind the curve now I don't really see them coming back

I think Acura hired some people from Lincoln and then just started changing fasicas and a few interior pieces on Hondas and "tah dah..the new Acura" = fail

 

[THEHKP7M13]

How will that work for the Genesis Coupe tho? Its an affordable sporty car that doesnt exactly scream "luxary"

That could have been the Hyundai halo car under a different name. The Genesis coupe and sedan are vastly different cars anyway, and a damn shame that the v8 can't/won't fit in the coupe.