Before the Hyundai Genesis arrived in showrooms, there was talk of the car actuation low the aegis of its own brand, much same the debut of the Lexus LS400 back in 1990. That didn't happen, and payment Hyundai models same the Genesis and the forthcoming 2010 Equus deal floor space with Accents and Tucsons.
Dave Zuchowski, Hyundai's North dweller income vice president, has drawn parallels to Toyota's co-locating efforts with its Scion sub-brand in a honor to dealers, laying out the plans for incorporating the Equus into showrooms. \"This strategy module create physical and psychological change in the Hyundai showroom,\" says Zuchowski, while dealers rest inferior convinced that this effectuation anything more for them than increased costs. On the retail end, stores module be required to acquire several kits for showroom, service, and parts support of the Equus. While not as expensive as a full-blown new accumulation would be, dealers ease might hit trouble mustering enthusiasm for hundreds of thousands of dollars in corporate-ordered directives that franchisees may hit to comply with.
Still, the thought of a roped-off premium car division has a destined 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 Asiatic masters may hit up their collective arm is a artefact to get some of the desirable secernment without the massive costs a newborn brand launch would entail.
Dealer feeling aside, Zuchowski lays out Hyundai's strategy clearly. \"We intend to use the start of the new Equus to develop and further establish Hyundai as a legitimate force in the premium-luxury segments;\" intimating there might be more to it than meet the Genesis models and the luxo-liner Equus – a \"Genesised-up\" Santa Fe might do battle against the Lexus RX, for instance. While it module outlay dealers money, Zuchowski notes that ultimately, it's the cheapest artefact to go while \"still providing an enhanced dealership environment...that module devliver a substantial incremental profit possibleness with very reasonable dealer investment.\" In other words, pay the man now, and cash in later, if every goes well.
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