Hyundai Requests Dealers Section Off Showroom Floor For Genesis And Equus Models

Hyundai Motor America wants its U.S. dealers to create a special “showroom-within-a-showroom” atmosphere for showcasing the South Korean auto maker’s Genesis and upcoming Equus luxury lines.

According to a memo obtained by Ward’s, Dave Zuchowski, HMA vice president-national sales, tells dealers this morning the move is in keeping with Hyundai’s “aggressive product cadence.”
 

Hyundai has launched two premium vehicles into the U.S. market over the past two years – the Genesis sedan and coupe. It will bring its Equus sedan stateside in fall 2010.

While the Genesis represents a value-oriented competitor to vehicles such as the Mercedes-Benz E-Class and BMW 5-Series, the larger and pricier Equus will take on top-of-the-market nameplates such as the Mercedes S-Class, BMW 7-Series and Lexus LS.

2010 San Diego Auto Show Photo Gallery

2011 Toyota Sienna Photo Gallery

2009 LA Auto Show Photo Gallery

B7FAN - 1/4/2010 11:31:38 AM

+1 Boost

I with you on that......Hyundai needs to make a luxury badge for these cars instead of using the same floor as a accent or a sonata. The equus is a big car that needs a luxury presence when going into a dealer and if the wor hyundai is on the car it will be hard to sell that car the way they want to.

Agent009 - 1/4/2010 1:08:56 PM

0 Boost

They either need to add a badge or market the entire brand in the soft spot between the Toyota and Lexus.

Agent63 - 1/5/2010 5:41:04 AM

0 Boost

Now now..

While I agree Hyundai needs to branch off into their own luxury division we have to put our snobbish mentalities aside. The Equus is actually a pretty nice car and a very good go at the full size luxury segment. It's tainted by that cheap Hyundai brand image that is why everyone looks down on it. The Genesis was very comfortable when I sat in one and the Equus should extend that to another level. I'm not a fan of Hyundai and I probably wouldn't buy an Equus but I have to give them credit for trying.

As long as you are in a humble state of mind you can find a way to appreciate what they are doing and give credit where credit is due. Hyundai can do big things in the future. It's just having the Equus alongside $10K cars that's ridiculous.

JUGNU - 1/4/2010 10:59:08 AM

+1 Boost

Hyundai Equus is now available here in Middle East but it is badged as Hyundai Centennial.

JUGNU

TexLandRover - 1/4/2010 6:02:08 PM

0 Boost

Probably smart for Hyundai to hold off maybe one more year (late 2011) before throwing the Equus in its showrooms. I'd give the Genesis sedan & coupe another two years to establish itself.