2010 Hyundai Equus - Click above for high-res ikon gallery
Before the Hyundai Genesis arrived in showrooms, there was talk of the car actuation low the aegis of it possess brand, such same the debut of the Lexus LS400 backwards in 1990. That didn't happen, and payment Hyundais same the Genesis and the sociable 2010 Equus deal story space with Accents and Sportages.
Still, the thought of a roped-off payment car division has a pull. "Sectioning soured the brand, that's the Holy Grail," said Hyundai Motors army CEO John Krafcik to Ward's Auto. What Krafcik and his HMUSA masters may hit up their collective sleeve is a artefact to impart some of the desirable secernment without the massive costs a newborn sort start would entail.
Dave Zuchowski, Hyundai's North dweller income vice president, has worn parallels to Toyota's co-locating efforts with its Scion sub-brand in a letter to dealers, laying discover the plans for incorporating the Equus into showrooms. "This strategy module create fleshly and psychological separation in the Hyundai Showroom," says Zuchowski, patch dealers remain less certain that this effectuation anything more for them than increased costs. On the retail end, stores module be required to acquire individual kits for showroom, service, and parts hold of the Equus. While not as pricey as a full-blown newborn accumulation would be, dealers ease strength hit trouble mustering life for hundreds of thousands of dollars of corporate-ordered directives that franchisees must obey with.
Dealer feeling aside, Zuchowski lays discover Hyundai's strategy clearly. "We impart to ingest the start of the newborn Equus to develop and boost establish Hyundai as a legitimate obligate in the premium-luxury segments;" intimating there strength be more to it than just the Genesis models and the luxo-liner Equus - a "Genesised-up" Santa Fe strength do effort against the Lexus RX, for instance. While it module cost dealers money, Zuchowski notes that ultimately, it's the cheapest artefact to go patch "still providing an enhanced concern environment...that module devliver a material incremental profit oportunity with very reasonable moneyman investment." In other words, pay the Negro now, and change in later, if every goes well.
Gallery: Quick Spin: Hyundai Equus
[Source: Ward's Auto]
Filed under: Etc., Marketing/Advertising, Hyundai, Luxury
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