Should Hyundai create a premium brand?

What are your thoughts?
I can think of four reasons against a premium/luxury Hyundai brand in the near future.
Hyundai autos include more standard safety features than anyone else,
including the premium/luxury brands. Historically their cars have provided numerous luxuries. They do not have an economy car image to overcome (probable reasons for Acura, Lexus, and Infinity). Warranty is already superior to the luxury brands and not just in America, but throughout the world.
Wisely, Hyundai focused on reliability and has nearly overcome any bad perceptions from the past. Hyundai and Kia already have two brands and dealer networks without the cost and risk involved with creating another brand. Slowly they are advancing distinct brand directions: Kia in a sporty, youth-oriented, fun direction and Hyundai in a luxury, conservative, safe one. Hyundai's worldwide R&D is filing a record number of patents. I suggest they market technology as an additional thrust for the Hyundai brand -- it's more exciting than conservative and it fits well with the safety and luxury direction.
Hyundai has a knack for efficiency and already surpasses the other guys on this mark. I really hate to see them lose that advantage with the extra cost involved in launching a new brand (or like Toyota an additional third youth brand).
Last, I fear a luxury brand will introduce an unavoidable negative side effect: a change of attitude. Hyundai has fostered a care for the customer and do what is right attitude from top to bottom. What I have heard, read, and experienced personally leads me to believe this could be altered in an environment with premium branding.
Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload

It's amazing how easy it is for the car manufacturers to make customers happy and earn their loyalty. We practically beg them to give us something to be loyal about. It isn't that hard. All they have to do is take their customers seriously.
For example, nearly 100% or 06 Sonata owners would agree:
*More supportive seats needed *Need station tuning on steering wheel *Need to throttle that stupid seat belt warning *Fix sloshing fuel tank aggravation *Firm us suspension *Better mileage, especially in the 4 cyl. *Universal leather seat option needed *Manufacturing cost is probably $25 more for REAL dual exhaust
If Hyundai doesn't fix all of these problems for 2007, customers will be disappointed and lose confidence.
Hyundai needs to invest in its dealerships. They need to develop technical training centers second to none. Good technicians will keep customers coming back. No matter how great the car, something will go wrong. When problems are handled professionally, customers are delighted, and confidence grows. If the technicians respond with "Noise? I don't hear any noise", then the customers become disgruntled, and many will not be repeat customers.
All that said, yes, they need to stay competitive technologically as well. That takes firm, long term commitment. (translation: Money) That's something the Asian manufacturers seem to understand better than USA and European manufacturers.
--
Bob

Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload
Bob Adkins wrote:

*Fix the overly sensitive throttle. *Add additional heat capability and direct towards the feel rather than the mid-calf.
Matt
Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload

Agreed on the above issues.

I disagree on this point. I think the suspension is just about perfect. I do think that some of the suspension noise needs to be reduced a bit. You know, the thumps you hear going over some bumps? That annoys me.

Although the mileage is lower than the EPA specs, I am actually pretty happy with my V6 mileage overall. I really didn't expect much above 20 MPG with the driving I do normally. And I get about 22 MPG. I do agree that it could be better though.

I hate leather. You can keep that one.

I really haven't looked, but I think the V6 does have a real dual exhaust. If I am wrong, then you are certainly right.
*Although I have gotten used to it now, the initial throttle response is also a bit flaky and needs to be re-worked.
*The cup holders (front and rear) need to be fine tuned as well.
*An AUX input on the radio would be nice.
*Telescoping wheel standard on all models.

Agreed. But if history is any indication, Hyundai improves on its models each year.

They really need to train their salesmen as well. I admit the Sonata is new, but when I purchased mine in September, I had to teach all of the salesmen about what this car had in it. And all I did was a little research.
Eric
Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload
Eric G. wrote:

This seems to be getting more common with every brand these days. I guess salesmen don't stay at one dealership or in the trade long enough to learn the product any more.
John
Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload
Umm... I agree that the 2006 Sonata seat belt chime is annoying, but are any of the replies germain to the topic of a premium/luxury Hyundai brand?
Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload

Well, the mule is out of the barn. The Azera is out, and I'm betting it will be a winner, although not make the waves the 06 Sonata did.
It's obvious that Hyundai is not half stepping. They are apparently determined to become a full line manufacturer, from doodle bug to full-sized luxury sedan. I even expect pickup trucks, small, medium, and large.
Is this a mistake? If they build on the inroads they have made with the 06 Sonata, I don't think so. If they avoid bland bread boxes like Toyota and Honda are experimenting with, they can gain market share in a hurry.
--
Bob

Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload
wrote:

No station tuning o the wheel - just adds crap to break.
Seats could be better
rest cosmetic BS
Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload
Well I own 3 Hyundai's a 2003 Santa Fe a 2005 XG350L and a 2006 Tucson Right now in my opinion Hyundai built the XG350 and the Azera that compare with the BMW, The Linclon LS and the Jaguar, added many many options that the others charge for and again in my opinion did it for THOUSANDS LESS than the other guys !!!!! If Hyundai was to build a QUOTE " premium/luxury brand in the near future ( ahem what is the XG350 and the AZERA ?? ) I for one would be one of the firts in line to 1st look and second prolly BUY ONE !!! Think about it , a premium/luxury car, what would it be, a a Mayback/Rolls Royce/Mecedes Benz wanna be ??? at a Cadillac/Lincoln price !!!
Tunez

Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload
Tunez wrote:

Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload
I have the 2005 xg350, and also the new azera. Both cars are excellent, especially the Azera. It has lots of power and luxury, a fantastic car.
Add pictures here
<% if( /^image/.test(type) ){ %>
<% } %>
<%-name%>
Add image file
Upload

Related Threads

    Motorsforum.com is a website by car enthusiasts for car enthusiasts. It is not affiliated with any of the car or spare part manufacturers or car dealers discussed here. All logos and trade names are the property of their respective owners.