Who Should Be Worried Now? Hyundai Seriously Considering Genesis Branded Luxury SUV

Hyundai Motor Co., whose sedan-heavy lineup has held it back in a U.S. market powered by SUVs, is considering developing larger SUVs based on its Genesis luxury sedan, four people familiar with the matter told Reuters.

However, it could take two or three years for the vehicle to go on sale and the South Korean firm's poor track record with bigger SUVs, and its lack of pickup trucks, underscore the challenges in cracking the high-margin market for utility vehicles dominated by U.S. and Japanese rivals.

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wcbrown - 6/8/2015 1:04:30 PM

+3 Boost

Genesis (Eqqus) brand(s) will never succeed until the Hyundai badges disappear and they get their own dedicated luxury dealer network and marketing.

MDarringer - 6/8/2015 5:53:55 PM

+1 Boost

Dealers have been howling at Hyundai for some time now to make Genesis a brand. Initially, the Genesis line up could consist of renamed versions of Azera, Genesis, Coupe, and Equus. Kia could keep the Cadenza. The K900 needs to go. Given that Hyundai/Kia is one company, it makes literally no sense to scatter their premium cars between the two brands.

H/K needs to learn a lesson from VW and the utter failure of premium offerings (Phaeton and Touareg) under the WalMart brand name.

Genesis dealers would not necessarily need to be stand-alone at least not initially.

In fact, BMW is a bit stupid for not putting Mini into every BMW dealer in markets where a stand-alone Mini dealer makes no sense.

There isn't a Mini dealer in Bakersfield--for example--because their research says that the market will not support a stand-alone store, BUT the city is crawling with Minis. Thus, BMW could increase Mini sales by being more flexible.

When Fiat came to town it showed up in a stand-alone dealer that struggles with sales. The 500 is a niche vehicle, the 500L cannot be given away, and the 500X probably will do well. Selling Fiat through Dodge/Ram or Chrysler/Jeep in Bakersfield would have been a better business case.

scenicbyway12 - 6/8/2015 1:38:42 PM

+4 Boost

Absolutely no one, wait Hyundai dealers.

carsnyc - 6/8/2015 2:12:24 PM

+2 Boost

Lexus, if Hyundai finally builds those Genesis dealerships next door to Lexus' and also offers spa treatments

valhallakey - 6/8/2015 3:43:49 PM

+1 Boost

Nice rendering, kinda reminds me of some of the early Audi Quattro with those fender blisters.

TomM - 6/8/2015 5:54:20 PM

0 Boost

No one

The Genesis Itself - while a reasonable vehicle - failed to garner any real sales to be a threat to other car makers. I am sure it will only be a threat to the Chinese manufacturers of Luxury suv's!

HughJass - 6/9/2015 9:30:14 AM

+1 Boost

The usual suspects who get put on notice every time Hyundai/KIA put out a new marketing waste of space.
Rolls Royce and Lamborghini I'm sure are calling emergency meetings as I type this.