Is the Time Ripe For Hyundai To Spawn A Separate Luxury Brand?

I wonder who wrote that article. A 5 year old kid? If they don't even know the correct spelling is Infinit"i", then this is just really funny.

Based on recent Dependability results, they (both Hyundai and Kia) need to focus on their current state of being before considering a whole new luxury label.

Agreed, a bit premature. But then, BMW hasn't scored so hot recently either, so I guess it doesn't really matter, people will buy whatever regardless of dependability.

Yes, and no. Let's not forget that BMW (and Mercedes) have decades on decades of reputation. Hyundai (and Kia) do not. Most of the Korean cars look great on paper, but reality consistently proves only averages results. The most recent fuel economy debacle has not helped in the least. And continually building copycat cars will continue to have folks viewing them as followers, not leaders.

The recent reliability results were skewed by the parameters they chose. Hyundai's supposed huge collapse in reliability--for example--stems 100% from the MPG debacle.

It is time for Hyundai-Kia to put all their premium cars under one brand. That does not necessarily mean they would have to go to stand alone dealers.

It's rare anyone will go into a Korean car dealership and drop $50K. Put this new brand anywhere near Hyundai/KIA will doom it from the start.

Funny then how the Genesis has met its sales targets and pre-orders for the new one are showing a likely big increase in sales.

Darringer, how many times do we have to repeat this: "sales targets" are easy to achieve when you set them at an attainable level. I'll set my sales target for next month at 1. BAM! success.

Hyundai's warranty procedure when the dealer can't fix a recurring problem is 19th century. My $67,000 Equus was back to the dealer three times for a pretty simple problem that the dealer couldn't duplicate. In the process they broke the windshield. After the windshield replacement which took 7 instead of two days, they returned it with the windshield washers disconnected. Frustrated beyond belief, I contacted Hyundai Consumers Affairs and their solution was to tell me to report them to the Better Business Bureau for arbitration!!! this is only a small part of the story, but I won't bore you with the rest. Needless to say that i think that Hyundai and their dealers are NOT ready to be serious players in the luxury car market in the USA.