We have been telling you for quite sometime now that Hyundai is on a roll and if you didn’t believe it you might just be about to. Over the last two years almost all of the press has been comparing the Korean brand to Toyota in terms of quality and sophistication.
The Spies however have been beating a different drum. We tend to agree the mainstream press might have the idea right, but has the target all wrong. Hyundai isn’t shooting for Toyota, that target is better served by Kia. Instead they are placing their aim somewhere in the middle ground between Toyota and Lexus. In this area the quality needs to be similar to the upscale competition but the main advantage is going to be price.
This, my friends is the exact same tactic used by Toyota to undercut the Germans when they were experiencing quality issues in the early 2000’s. Come in with similar quality at a much lower price and you will reap a harvest of the uncommitted and disenchanted. So is it any surprise that at the same time that Lexus is under fire for quality and safety issues, Hyundai is doing the same? I think not!
This month Car and Driver magazine has posted a comparison the all new Equus to the Lexus LS460L AWD, and guess who comes out on top? Yes my friends history is repeating it self yet again and proving that it may be easier getting to the top than staying up there.
Take a read of the article and let us know if there is a new king of the block!
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