Hyundai Steps Up And Offers Royal Treatment To Equus Buyers

shoot... I want the service than I want the car. What can Hyundai do about that? hehe

That's pretty smart. Build a test market, see how it fairs, and increase the volume if the demand is high enough.

I still think this model should have been the launch of Hyundai's luxury division, but hey, they've been doing well lately, so I guess they should stick with whatever it is they do.

A complete division is costly and risky, especially in a bad economy.

It's smart, this "personal service" is actually a solution to a different Hyundai problem: it doesn't want high end customers mixing with the low end consumers. Think about it, what does a typical Hyundai dealership look like?
1. Walmart looks
2. badly dressed employees
3. sub-par service compared to Lexus
4. No golf/cappuccino area
5. Annoying loud ghetto customers

If Hyundai wants its six-figure customers to enjoy the Equus experience, that clientele MUST STAY AWAY from the budget dealership. Smart because it's cheaper to do that than re-model and recreate an entirely new luxury brand at a separate physical dealership.

The rich does not want to hang with the hoi polloi and everyday Joe the Plumber.

Errr.. you got a point there...

Rich people mingle with "poor" people all the time. They, rich people, don't draw attention to themselves and blend in. At the end of the day, no one really wants to draw attention to themselves, except for those old, fat, balding guys who drive yellow Corvettes and Silver SSR's.

As for the program, it's smart. It gives people with the money a higher level of service than most of the premium brands, I doubt your local MB or BMW dealer will bring an S-class or 7-series to your home for a demo, while allowing them to view the car in a natural setting while getting personal attention. It also allows perspective owners to see how it would look in their driveways compared to the other marques that in their neighbors'.

I'm sure they'll also set-up the Ipad they give you if you buy the car as well.

The program also allows the wife to drive and like the car before she finds out it's a Hyundai and demands to be taken to the nearest Lexus, BMW or MB dealership.

A sales rep visiting the home/office of a potential buyer is nothing here in Jamaica. In certain circles it is expected. I recall a friend of mine when he was to get his next company car, the local Honda dealer on hearing of this put several Accords on a truck and took them to his office for him to test-drive. And you read that correctly. The HONDA dealer gave him the red carpect treatment. Anyway, it's a good gesture. Now as ghetto as this may sound (money is money, right?) if Hyundai can get the Equus in a rap video with a few hot honeys plastered across its flanks, they will move those 3000 cars they hope to sell for the year within weeks. Guaranteed.

Good idead. However, if I am spending that much money on a car, it won't be a Hyundai. It would be a Audi, Infiniti, or BMW, not a Hyundai!