Fresh off a win as North American Car of the Year it is clear that Hyundai is serious about shaking up the luxury car community with the Genesis sedan. Widely praised across the industry for a great first effort, the fact is Hyundai is positioning itself much like Lexus did 20 years ago when it made its first appearance in the marketplace.
But can a Hyundai reign supreme in the luxury car ranks?
I have my own thoughts on the question, but the Genesis sedan is good enough that if others don't take notice what Hyundai has accomplished, it could very well be besting the best in second and third generation form.
My working title for this piece was "The Price of Pride - Why Hyundai won't unseat Lexus in Luxury Supremacy" - a title that I think identifies the biggest hurdle Hyundai faces with their emerging luxury car.
The name Hyundai, and peoples perception.
Commented on here by several of you, the truth is those looking for the luxury car experience aren't going to darken the door of Hyundai dealership because of the perception of "cheap." And since perception is reality, the goal of getting people behind the wheel of Genesis to experience what it is that Hyundai has accomplished must first overcome the stigma created by years of cheap.
In my part of the country, the advertising of local dealers is borderline obnoxious as louder than normal spokespeople hawk their wares.
Those in the market for a luxury car expect a luxury experience to accompany the purchase. Buying said luxury car from a dealer that also advertises $149 + a job gets you a car alongside the luxury model really leaves a bad taste in ones mouth.
And sadly, no matter how good the Genesis is, or continues to get, it is the stigma of the rest of the model lineup that will continue to haunt dampening the attempt to break into a market Lexus owns with the ES and GS.
So short of creating a new division, true success in the luxury market will be limited relegating the Genesis to a "last resort" purchase as opposed to a status symbol.
But in this economy, launching a new division is the last thing on anyones mind, and therein lies the true quagmire, a great car saddled with a less than stellar public perception brought on by the rest of the lineup.
So whats Hyundai to do?
I have laid an idea or two, but why not bring their problem to the readers and ask them the question, if you were running Hyundai - how would you overcome the Hyundai perception in an effort to create luxury car supremacy with the Genesis?
Why not check in with an idea or two, the management at Hyundai graciously thanks you for your ideas.
And of course why you are formulating your response, don't forget the ability to upload photos on the go simply by sending them to mobile@AutoSpies.com
Also, be sure to check out the Detroit Auto Show Gallery - Hey this is the show that awarded the Genesis the North American Car of the Year award, see it from the eyes of Agent 001.