Hyundai To Move Entire Brand Upscale To Become The "Attainable Premium Brand"

I disagree with this. I think there is more demand for entry level brands. Will kia move upmarket as well?

I imagine Kia will do the same to challenge Mazda, Nissan and other mainstream brands.

So hyundai plans on packaging a lot of features into a cheap plastic box?

Won't work!

Worked for Lexus!

Yet another example of them following the Lexus playbook when they entered the market. It will work for them too.

That is how Lexus Began, its funn hearing these Japanese luxury(pseudo?) car fans trash Hyundai. Lexus started with a 2 tone camry(which at the time wasnt that great) with leather and a lexus badge. The first LS was such a monumental introduction because it was priced so low in fact it was priced far less than version of the 7, XJ, and S that had basically no comfort features. Toyota first LS was what the Equus is today bottom line, and back than people laughed at the idea of a Toyota luxury brand ever competing with the likes of the Europeans and frankly many people still dont believe that they truely are on the same level......

Very true, the original LS was what the Equus is now, cheap but well built luxury. If only the internet was around back in 1989 when it debuted, lol.

lol your comment sums up my point of view completely on the fan base..., for one Hyundai has way more guts than Lexus does not only did they create a $30,000+ luxury sedan but they got people to buy it with the same badge as an $11,000 accent. The same badge that for decades has been known for very cheap A to B modes of transportation. Lexus knew Toyota wasn't good enough to command a luxury car buyers attention not here in the US, lol yet Hyundai "enough faith and confidence" in their brand that they felt no need for such things. They did what Toyota, Honda, Nissan, or VW couldnt do yet you uh hem "lexus" fans why??? argue a mute point.....face facts its reality

Maybe as a Premium ENTRY level brand for now, but that's it....

That is how Lexus did it. Then they inched up the ladder.

you're using a computer, you should know better about that "word of mouth" thing. in this information age/economy, it's deliver now or never.

This will never work.

Lexus started out as a new luxury brand with the Toyota nameplate backing them. This allowed them to sell very nice and reliable cars right out of the gate and gave Lexus the staying power to improve their cars to meet the expectations of their market while building their own unique brand image (kind of boring, but reliable and affordable luxury).

Hyundai doesn't have anything like this as a foundation and thus, will fail big time at moving upscale.

In other news, Timex announced it was going head-to-head with Rolex.

I didn't think of it but I'm leaning towards thstone argument.
billfrombuckhead - construction contract... - that's funny but what happened to your ALL CAPS, is your caps key broken from the abuse over the last couple of days?

They have no choice but to move upstream in the global view of things. Its in anticipation of China and India flooding the market in the future, displacing Hyundai as an economy brand. Take into account workforce salaries increasing at a constant rate, along with raw materials increasing. Hyundai has to charge more for their products, while offering more in amenities then the brands positioned above them. Your watching a global brand mature, just like all the other Euro brands. If you can't beat them in price, you can only compete with quality, heritage and uniqueness. VW has been struggling with this issue for years.

Ask VW about moving upmarket.

Guy's your all wrong. Lexus shot to the top not just because of the product, but more from the Dealer network they established and the customer care they brought to this industry. They did it right from the start. Hyundai dealer's for the most part suck!!!!!

Dude, look up the customer service details Hyundai has put in place for the Equus, none of their owners will never need set foot in the dealership for anything, probably because they don't want owners to have to look at an Elantra or Sonata while there. But still, the program is pretty awesome I have to admit.

Yes, SB80, please tell us? Why?

All these "geniuses" that have proclaimed by "ass"umption that Hyundai doesn't know what they are doing are the same clowns that said Hyundai wouldn't be able to sell their Genesis for 30+ large. Yeah.

Hyundai's market share has been growing steadily despite your head in the sand denials.

That's because most new Hyundai buyers aren't looking at autospies before choosing to buy one.

I don't get this. How do they compare a Hyundai to a Bentley. That is insane

I'd take the Hyundai over the Bentley. But then again, I own my own business and don't have to impress anyone.