Should Hyundai Form a Premium Luxury Brand Like Lexus?

Recently Hyundai released photos of their upcoming rwd sedan, the Genesis concept car. This car is the automaker’s first attempt at trying to sell a "premium" vehicle.

The car is set to be unveiled at the New York Auto show this month and will feature a 4.6L V8 engine mated to a 6-speed auto. The car will have over 300 horsepower, 130mph top speed and a push-button start system.

With the upcoming introduction of the Genesis, Hyundai execs are now trying to decide if they need an individual upmarket brand to sell more expensive vehicles to buyers of German and Japanese luxury cars. No decision has been made, so the Genesis will be sold in Hyundai dealerships, for now.

It is only a matter of time before Hyundai releases a separate luxury brand. The company has been trying to enter every segment possible with the exception of the full-size truck market. If they can get it right from the start it could be successful. At least it should help their overall image and quality. Think of this announcement as the same announcement from Honda back in the mid-80s. I’m sure many hardcore German fans protested, but look at Lexus/Infiniti and Acura now. They have become great competitors to the European brands and in some cases are able to out perform the competition.

Related Internal Story:  Hyundai Concept Genesis Pics Released

Full Story: Leftlane News