Hyundai TV spots to target BMW and Mercedes

Hyundai is really working hard to prepare itself to go up against the tough luxury car market in the United States. It has already confirmed a luxury sedan that will debut in 2008 and had a very successful launch of the Hyundai Genesis Concept this past week at the New York Auto Show.

Now Hyundai is getting ready to launch a series of TV commercials, that will debut late April, showing its luxury car going up against upper-class brands such as BMW and Mercedes-Benz. The company plans to show the consumers that Hyundai can offer the same luxury for a lot less.

With the production version of the Genesis concept set to start well under $30,000, Hyundai is hoping to aim the car at the BMW 5-Series and the Mercedes-Benz E-Class giving it luxurious features like Bluetooth technology, HD radio, navigation, USB/AUX input, heated/cool seats, push-start button and active cruise control. It also has safety features like front, side and rear airbags, anti-lock brakes and stability control.

The Korean company is also spending the next 12 months preparing its dealers to sell and promote an upper-class, luxury Hyundai brand.
Read Article

atomicbri - 4/9/2007 4:07:51 PM

+3 Boost

Don't forget Lexus as well....Hyundai said no luxury maker is safe... Hmmm we'll see about that...

rom64 - 4/9/2007 6:35:43 PM

+3 Boost

If it worked for Lexus two decades ago, It'll work for Hyundai.

Germans need not to worry, Hyundai seems to be an up and coming competitor to Lexus as both offer Luxury for Less. The Koreans saw how well it worked fro the Japanese and are trying to join in on the niche. Motortrend stated that GM (Buick) and Chrysler (300C, etc.) should worry as well.

Never thought I'd imagine it, but Hyundai = the new Lexus, in time. Finally, an Asian competitor to Lexus.

atomicbri - 4/9/2007 4:09:57 PM

-3 Boost

The Lexus spot is supposedly something like this....

"Likewise in another ad, the Azera is compared with the Lexus LS 460L concentrating on the fact that the Lexus has a self-parking system while the Korean top-range sedan doesn’t. Due to the price difference though, the Azera owner can… "afford to pay someone to park the car" so the ad ends with the phrase, " Azera – Smart Move"

atomicbri - 4/9/2007 8:12:02 PM

-3 Boost

Why is my comment boosted down?? I simply was stating what the commercial is! LOL! I don't like Hyundai...

Will_ - 4/9/2007 4:14:44 PM

-9 Boost

The Germans are peeing in their pants.

Willis - 4/9/2007 4:15:43 PM

-1 Boost

I think Lexus has more to worry about than the Germans. This luxury car from Hyundai will easily be perceived as being on a similar level as Lexus (new luxury) compared to the old luxury image of BMW or Mercedes.

Will_ - 4/9/2007 4:16:29 PM

-6 Boost

Oh forgive me. Let me indicate that my comment was SARCASM before I'm accused of being a "blind fanboy."

:S

AudiLexus - 4/9/2007 4:40:24 PM

-6 Boost

Lexus has already compromised more German marketshare than they even admit today. Competition from another "new luxury" will only mount more pressure on the Germans. Trying to put all the pressure on Lexus is fine, but realize that Lexus has put and will continue to put just as much, if not more pressure on the Germans.

bmwdrvr - 4/9/2007 6:55:23 PM

+7 Boost

bmw, or mercedes dont seem to be hurting by lexus at all, globally these 2 are the top luxury brands, not to mention bmw owns 2 of the most competitive segments of the luxury market occupied by the 3 series, and 5 series...the hyundai will be more competition to acura, lexus, and infiniti, as cheaper alternatives to bmw and mercedes, which is what the japanese brands are, especially infiniti, and acura because alot of value for the money by comparison....

nvme - 4/9/2007 11:52:25 PM

-1 Boost

More like the japs and the american big three are
all lexus can do is offer something ressembling what the germans do, for less money to make it attractive
the germans, the work on synthesis of comfort and sport (BMW !) whereas the japs just aim at one end of the spectrum, like trying to get one thing done at a time! look at porsches of the late 80's nothing could outhandle them, but they'd crush your vertebrae everytime turned the wheel...
so if anything Hyndai is more a threat to jap car than to german (make that european) cars

kart1 - 4/9/2007 4:35:09 PM

+5 Boost

I have seen two so far. One was comparing the Azera to the BMW 760iL and the other was comparing the Santa Fe to the Land Rover LR 3.

Plain and simple Hyundai is making itself look stupid. Everyone knows that Hyundai is not in the leagues of BMW and Land Rover, it doesn't even compare to the mainstream car companies like Toyota and Honda (In my view it is just the brand you buy when you cannot afford a Toyota/Honda). Hyundai should really keep up their value pricing up, but compare to a company whose buyers they can actually steal. A person with a $100k plus 760iL will not buy a Azera.

I wonder what they're going to do next, compare their new luxury car with Rolls Royce?

Here's the slogan:

For the Sheikhs whose wells produce less than 50 barrels a day, smart move.

Agent63 - 4/9/2007 6:12:05 PM

+4 Boost

The scary thing is that this Hyundai doesn't look that bad. I never thought I'd say that about a Hyundai but it's true. It actually looks the part of a luxury sedan. For people with shallow pockets and want a bigger luxury sedan this new Hyundai would be an alternative.

The Azera which is a current luxury car from Hyundai looks the part as well on the road with it's LED rear tail lights it grabs your attention. It's just the badge that deters people from even showing it some respect.

This new Genesis will look more up to date compared to the Azera and should boost some sales for the company. When they have such competitive pricing catering to people with tighter budget you'd be surprised how many would buy one.

XYZZ - 4/10/2007 3:12:50 AM

+1 Boost

it's true the car itself doesn't look bad at all. people should withhold judgement until it actually hits the streets.

hyundai's biggest handicap however, is the name. vw flopped with the phaeton, 'cuz lux buyers can't get over the vw name.

Lexus - 4/9/2007 6:50:04 PM

-7 Boost

What freakin ripp off, they copy the rear design from Lexus ES and IS. They even manage to copy the tailight too.

Yeah whatever Hyundai...you can take on the like of BMW, MB, Audi and Lexus right away. You have to master the quality and reality of your vechicle first before you can take them on.

Let be honest, I really doubted if any of you BMW, Audi, MB, Lexus, Acura and Infiniti is going trade your brand in for this. But you alway have one of those "I want to be different" buying this.

S4cabriofoxone - 4/10/2007 12:32:54 AM

+2 Boost

The "reality?" Hyundai needs "reality?"

And, OF COURSE, Hyundai copied LEXUS. The entire world just fu¢king revolves around Lexus, doesn't it?

enthusiastx11 - 4/10/2007 1:51:53 AM

+1 Boost

hmm....seems hyundai is doing just what lexus did: copy someone else. worked for lexus. might just work for hyundai.

Willis - 4/9/2007 6:51:57 PM

0 Boost

Do I detect Lexus fanboys getting scared of Hyundai? They sure did a great job of deboosting some intelligent posts here.

And the Azera is one good-looking car. Much cleaner and more elegant than the Toyota Avalon.

Lexus - 4/9/2007 6:53:26 PM

-7 Boost

Anyone notice they even copy the side mirror at bottom side of each door? They copy that from the current Lexus GS.

Lexus - 4/9/2007 6:56:15 PM

-7 Boost

I wonder when will Hyundai show us their Audi TT killer? that would be really interesting if they manage to make an Audi TT killer? If Hyundai manage to create an Audi TT killer than they will earn my respect for sure.

German fan are probably shitting in their pant right now because Hyundai has announce my time they are aiming their gun at the German brand.

Be afraid, be very afraid German fanboys, Hyundai is coming to get ya...ha.,.....ha....ha.....ha

Bill - 4/9/2007 7:06:12 PM

+3 Boost

I agree with Willis. Lexus should be afraid of Hyundai, not the European brands. Hyundai will most likely offer cars with similar prices to Lexus - and that's where the threat comes in.

Also, some people won't cross-shop a BMW with a Lexus or a Benz with a Lexus. Hard to believe, but there are people like that out there and this is another threat to Lexus, really, because that means that someone shopping for a Lexus might even give Hyundai a try. Just some thoughts...

Lexus - 4/9/2007 7:04:25 PM

-8 Boost

People on this post please learn how to read before start to post, unless are from another like myself.

The title of the post says, "Hyundai TV spots to target BMW and Mercedes" "NOT" Lexus so stop polluting this post, thank you. Yeah! I know you German fanboys are really afraid now, and I wouldn't blame for it. Just imagine how many this German fanboys are going to shit in their pant when Hyundai announce it Audi TT killer. Ha...ha.....ha...ha.

Bill - 4/9/2007 7:07:24 PM

+4 Boost

You're an idiot. If Hyundai is targetting BMW and Mercedes, then they're also targetting Lexus, perhaps even more so.

You obviously can read, but maybe you should learn to use your brain and, oh, THINK!

Matthew1 - 4/9/2007 7:51:14 PM

+5 Boost

I'm just counting down the days before this site becomes so unbearable I have to leave- for my sanity.

Lexus- You aren't funny. Remember, you can't just get humour from anywhere. Putting 'ha...ha....ha' at the end of every sentence doesn't make what you say even remotely funny.

I can't stand people of your mentality. Why would a Mercedes fan be 'scared' of Hyundai? Does a Mercedes fan stand to lose anything from Hyundai? No, when why would they be scared? Mercedes is still going to make fantastic cars, nothing will change that.

"German fanboys are going to shit in their pant"

We don't need this kind of immature statement polluting car threads. It is unacceptable and childish.

It is ironic, wouldn't you agree, Lexus, that the only people replying to this story are Lexus fans defending their favourite brand. If Hyundai was really targeting Bmw et al., then why are there so many Lexus fans posting how Hyundai will never be as good as Lexus etc.

Ironic, I think. Feeling a little threatened are they?

Oh, and here's a automotive lesson for you: Kia was producing the TT rival, not Hyundai.

Willis - 4/9/2007 8:18:34 PM

+2 Boost

Well said, Matthew. I've been saying this all along. The Lexus fanboys here are feeling threatened by Hyundai. Enough said.

rg12345 - 4/11/2007 11:30:21 AM

+2 Boost

we should all leave, this website is messed up. Never seen such a stupid crowd....

Lexus - 4/9/2007 8:51:32 PM

-6 Boost

German fanboys are so scare right now as we speak of it, because an Audi TT killer is soon to be release.

aeyjay - 4/9/2007 9:59:19 PM

+2 Boost

The Azera caught my eye with the LED tail lamps and this car seems to just round out the package with more technology and added presence. People are laughing but they should get more respect. They are working hard and raising the bar in my opinion as they prove that you don't have to pay a lot to get an advanced vehicle. Maybe more people will trade in their 5+ year old daily drivers and give this company a chance. I wish them much success :-)

aeyjay - 4/9/2007 10:01:09 PM

+1 Boost

**** I meant to type "People are laughing but should show this hard working company some respect"

Lexus - 4/9/2007 11:37:39 PM

-2 Boost

I can see it now, some German fanboys will trade in their 5 Series and MB E-class for one of this baby because they probably tire of spending their time in auto repair shop.

The new BMW 335i coupe broke down on the four laps on the track when it was push to the limit. Magical feel my A$$...

S4cabriofoxone - 4/10/2007 12:35:58 AM

+2 Boost

Wow. You have some of the oddest, least relevant posts on the site.

If you claim that Lexus shouldn't be "scare" of Hyundai, what makes you think BMW, Audi and/or Mercedes-Benz would be more "scare?"

enthusiastx11 - 4/10/2007 1:50:06 AM

+3 Boost

it we haven't traded our bmws in for lexuses why would we trade them for hyundais.

toyota/lexus should be most worried, as hyundai is competing strongly on the variable they're best known for: quality.

BMW_DRVR - 4/11/2007 1:40:49 PM

0 Boost

Lexus should also be scared because the article refer to the US that is there stronghold.

enthusiastx11 - 4/10/2007 1:46:48 AM

+1 Boost

in term of jd powers rankings, best brands overall were:

1. porsche
2. lexus
3. hyundai
4. toyota.

uh oh. hyundai already passed toyota. look out lexus. all the people who prize reliability will be looking at this car.

enthusiastx11 - 4/10/2007 10:53:25 AM

-1 Boost

logic here: hyundai has only recently surpassed toyota and closed in on lexus in INITIAL QUALITY. therefore, it will take a couple of years for the brand's tremendous quality improvement to show up in LONG-TERM quality studies.

be afraid lexus reliability lovers. be very afraid.

enthusiastx11 - 4/11/2007 11:42:53 AM

0 Boost

i'm not confusing the two. i very clearly explained that hyundai has surpassed toyota on one an that the longer term variable would take time to secure.

enthusiastx11 - 4/10/2007 1:47:24 AM

-1 Boost

and here's the link....

http://autos.aol.com/article/general/v2/_a/2006-jd-powers-initial-quality-survey/20060608120309990001

Anthony - 4/10/2007 3:24:48 AM

+3 Boost

Well! All this talk about Hyundai taking over Lexus. The German fans jump quick to claim that Hyundai will only be threat to Lexus out of their own fear. Wake up people. Lexus has nothing to worry about. They will continue their steady increase of marketshare worldwide. Like it or not, Lexus is now a full competitor to every German make. If you truly consider Hyundai a threat to Lexus, that concurrently means they are a threat to the Germans.

A Korean luxury brand focusing on value and reliability is exactly what Lexus started out as. In return, look at the tremendous North American marketshare they have snagged from the Germans. The Germans definitely are opening their eyes this time around. If they are not, they better, before Hyundai and Lexus force all of them out of North America even more than what Lexus already has.

enthusiastx11 - 4/10/2007 10:58:02 AM

-1 Boost

ah yes, i'd forgotten about the invisible forcefield around lexus. the brand is immune to competition unlike everyone else. and even if a brand surpasses lexus reliability people will still buy the brand for its reliability.

this is essentially what you're saying. do you realize how ridiculous this sounds?

Will_ - 4/11/2007 2:27:41 PM

0 Boost

Where have you been? The brand IS immune to competition! They ARE the "competition!"

XYZZ - 4/10/2007 3:29:45 AM

+2 Boost

now if you take the CR evaluations from their unbiased ROAD TESTS, these are the rankings:

1. vw/audi 81
2. honda 78
3. bmw 77
4. m-b 77
5. mazda 75
6. nissan 75
7. subaru 72
8. toyota 70

these are AVERAGES for all models tested

Anthony - 4/10/2007 3:31:56 AM

+2 Boost

And has anyone else noticed that the users "Bill," "Willis," and "Fabian555" disappear and then reappear on this site at the same time? It has happened several times before as well. It is also peculiar that there are an unusual amount of negative "boosts" for people with differing opinions than theirs as well...

XYZZ - 4/10/2007 3:35:08 AM

+1 Boost

9. hyundai/kia 66
10. volvo 65
11. ford 64

...

chrysler 51

XYZZ - 4/10/2007 3:41:38 AM

0 Boost

above are the ratings based on their road tests.

with the above, and factoring in RELIABILITY, these are the percentages of the model lineup that earn a CR "Recommended" rating:

1. honda 100%
2. subaru 100%
3. toyota 85%
4. mazda 73
5. bmw 63
6. nissan 59
7. ford 54
8. vw/audi 45
9. hyundai/kia 42
...

gm 36
chrysler 21

and finally,

mercedes-benz 0%

XYZZ - 4/10/2007 7:52:54 AM

+1 Boost

from the above, obviously audi and mb are the MOST VULNERABLE if hyundai introduces a luxury model.

altho' they both (on average) are better than hyundai in the road tests, the germans' sub-par reliability pushes them close to (audi) and actually BELOW HYUNDAI (mb). and hyundai's new flagship will almost certainly be far above their average models when road tested.

we can assume the audi and mb brand loyalists will never cross shop hyundai.

but to readers of CR, the SUPERIOR RELIABILITY of hyundai would make it a NO BRAINER CHOICE. LUXURY car buyers generally are NOT BOY RACERS, so they won't overvalue magic feel. they WILL appreciate value and reliability.

if hyundai introduces a new nameplate, they WILL steal away a lot of sales.

enthusiastx11 - 4/10/2007 10:50:04 AM

-1 Boost

who's the king of reliability in luxury cars? lexus.

so since hyundai's greatest accomplisment is beating toyota at reliability and coming in third to lexus' second, it's perfectly logical that lexus buyers would be MOST LIKELY to cross shop this car vs say...ES.

you lexus guys rant about reliability non-stop, so you have to consider hyundai by your own logic.

enthusiastx11 - 4/10/2007 10:54:50 AM

0 Boost

makes sense....lexus buyers are very value conscious.

opus - 4/10/2007 8:22:20 AM

+2 Boost

These ads remind me of the old Chrysler Dynasty (early 90's) ads where they compared it to the Cadillac. I highly doubt any Cady drivers went screaming to the Chrysler dealership, and I don't see a bunch BMW owners running to figure out where the nearest Hyundai outlet is. I think it is funny that a brand with HORRIBLE RESALE is comparing itself to BMW. Go pick up a Hyundai and see what it is worth in two years, it will make you sick. Has Hyundai improved, yes, are they BMW, hell no!!

kpaxx - 4/10/2007 2:08:56 PM

-1 Boost

hyundai will beat lexus at their own game!

enthusiastx11 - 4/11/2007 11:45:33 AM

0 Boost

supra:

sure...the supra could provide four people with comfort, style and speed just like an M5. you're nuts.

enthusiastx11 - 4/11/2007 11:47:52 AM

0 Boost

i'll help you out AGAIN huu....

what does it say about lexus that it has surpassed bmw and mercedes in all the quality rankings yet the german brands each outsell lexus 3 to 1? could it be that people don't buy cars based on one variable?

indoctrin8ed - 4/10/2007 8:41:24 PM

+1 Boost

Reminds of that 1987 ad that Volvo did. They took their fastest Volvo and drag raced it with a Porsche 924 (slowest porsche at the time) and at the 1/4 mile end, the volvo got there 2" ahead of the Porsche.

Everyone is like, *AS IF* that's going to change the minds of anyone about to buy a 924.

I think all this does is make people that can't afford a BMW or Benz feel BETTER about buying a Hyundai.

XYZZ - 4/11/2007 9:54:15 AM

+1 Boost

some people thot when hyundai was making huge gains in market share in the u.s., their conquest sales were at toyota's expense.

but toyota was ALSO making gains in market share. both companies were making conquest sales at the expense of the domestics.

lexus continues to gain market share. hyundai has slowed, but with the intro of this model, the same pattern will likely hold. BOTH companies will gain at the expense of the LESS RELIABLE, OVERPRICED domestic AND EURO lux brands.

especially if hyundai introduces an up market NEW NAMEPLATE.

Will_ - 4/11/2007 2:29:48 PM

+1 Boost

Any Lexus customers lost to Hyundai's new luxury brand just means more customers tempted away from ever going near a German brand. Simple as that.

enthusiastx11 - 4/12/2007 1:33:29 AM

0 Boost

is there a point here?

gsh23 - 4/12/2007 5:32:01 AM

+2 Boost

i think the point is he hates you. something like that...

XYZZ - 4/12/2007 8:40:38 AM

+4 Boost

i think the point is magic feel is LOSING ITS MAGIC except to the true believers only.

enthusiastx11 - 4/12/2007 9:28:12 PM

-2 Boost

maybe lexus is losing it's magical quality lead. see below apex....

enthusiastx11 - 4/12/2007 9:26:56 PM

-1 Boost

here's a transcript from hyundai's latest ad for the azera. looks like they're going right after lexus:

"The Hyundai Azera Limited has a luxurious leather trimmed interior. So does the LS 460. The Azera has a 10 speaker 6 cd premium audio system. The Lexus does too. The Azera has dual zone automatic climate control. The Lexus does as well. However the Lexus can paralell park itself, and the Azera can't. But at half the price you can easily afford to have someone park the Azera for you. The Hyundai Azera. Smart Move."

Will_ - 4/12/2007 10:43:47 PM

+4 Boost

Oh, so you missed the one where they compared a Sonata to a 5-Series?

Will_ - 4/12/2007 10:44:48 PM

+4 Boost

And I still fail to see how that commercial showed Hyundai as having quality on par with Lexus as you inferred off of ApexAlex's comment above...

Will_ - 4/12/2007 10:44:54 PM

+3 Boost

And I still fail to see how that commercial showed Hyundai as having quality on par with Lexus as you inferred off of ApexAlex's comment above...

XYZZ - 4/13/2007 9:27:16 AM

+1 Boost

The Azera is being compared with the Lexus, because Hyundai won't STOOP to COMPARING their flagship with LESSER brands of questionable reliability.

XYZZ - 4/13/2007 9:34:54 AM

+2 Boost

in america, Lexus has become THE Standard of comparison for top-notch luxury, quality, and reliability.

would hyundai BOTHER trying to compare the azera against a buick? a mercedes? a vw? (of which incidentally, more models get recommended than mercedes by CR.)