Hyundai denies plans for a separate premium brand such as Genesis and Equus

Hyundai Motor Co. quashed speculations that it is planning to spin off the Genesis or Equus nameplates and create an independent premium brand. The reasons cited are the huge costs involved and the possibility that it will damage the image of its sibling nameplates. Vice Chairman Shin Jong-Woon said that Hyundai isn’t creating a separate brand.
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Steve - 4/5/2011 1:21:01 PM

+4 Boost

I think that for the time being, keeping them under the Hyundai umbrella looks like a good idea. It lends more "quality" credibility to the Hyundai brand. Later, when Hyundai is perceived as a "respectable quality" brand, it may make sense to spin off a luxury or upscale division.

Personally, I think Hyundai delivers impressive value for the dollar, and surprising "quality" in terms of apparent fit and finish and lack of defects. I'm just not warm to their style.

internationalmanofmystery - 4/5/2011 3:39:38 PM

+1 Boost

"Later, when Hyundai is perceived as a "respectable quality" brand, it may make sense to spin off a luxury or upscale division."

I agree

grenouille - 4/5/2011 3:53:56 PM

+1 Boost

selling expensive cars in cheap price dealers is a bit of a problem, so on the long run they have to seperate the brands, if not peaple that pay a high price for a car will go somewhere else

Whelan - 4/6/2011 7:58:22 AM

+1 Boost

Don't they already have two brands? At this point in the world of Hyundai I view Kia as the somewhat sportier baragain version and Hyundai the more upscale. Again this is relative to the Hyundai world, and not based on current sale prices of vehicles in these classes.

They share engines, platforms, etc. But I commend them on actually offering cars that do not look alike. Optima vs. Sonata are geared towards different customers.