Is it more difficult to launch a new luxury brand or transform an existing one?It’s a question Hyundai Motor America CEO Dave Zuchowski thinks about a lot as his automaker is launching the new Genesis premium marque.
His opinion? Hyundai has it easier than Cadillac or Lincoln.
“An interesting question to me: ‘Is it harder to launch a global luxury brand with no history or is it harder to redefine yourself like Lincoln and Cadillac (are) trying to do?’ I would argue with you maybe Lincoln and Cadillac have the tougher job unlike us who maybe don’t have a preconceived notion of what our brand is,” Zuchowski says here in a recent interview.
Read Article