$60,000 Hyundai anyone?
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Uneek
Super Moderator
Same mistake as VW's $80k Pheton.
http://www.toyota-4runner.org/all-other-vehicles/67597-hyundai-equus-story-john-krafcik.html
I wouldn't under estimate South Korea. Samsung's beating Sony in the CE market.
Hyundai could potentially become the next Toyota. They're doing well in emerging markets which Toyota isn't even focusing on. Toyota has almost all their eggs in one basket, North America.
http://www.toyota-4runner.org/all-other-vehicles/67597-hyundai-equus-story-john-krafcik.html
I wouldn't under estimate South Korea. Samsung's beating Sony in the CE market.
Hyundai could potentially become the next Toyota. They're doing well in emerging markets which Toyota isn't even focusing on. Toyota has almost all their eggs in one basket, North America.
Thai
Elite Member
I sure hope that they fix the Genesis suspension for the Equus. Although the preliminary testdrives of the Genesis was good, the long term tests showed that the suspension of the Genesis is still a generation behind everyone else. Hopefully, Hyundai has updated the suspension for the Equus.
Thai
Elite Member
I read on EDMUNDS that the owners manual is an IPAD! Like the first Lexus LS, customer service for Equus owners will be top-notch: The Hyundai Equus Story by John Krafcik
The problem is that, with so few Equus coming here (and red carpet treatment), you can't get the usual Hyundai bargain discount when you get the Equus...which, for me, detracts from its "value."
Whenever Hyundai fixes the suspension on the Genesis, i think that the Genesis is a far better value. Both Genesis and Equus share the same platform, engine, and supposedly suspension design. The Equus is just a stretched version...kinda like Avalon and Camry. The sound system is the same. Equus is likely to have more sound deadening, but the Genesis is quiet enough already. And because the Genesis is plentiful on the dealer lot, you can get big discounts on it...and that to me is the biggest attraction of a premium car from Hyundai.
Hyundai is not "there" yet to command MSRP pricing, no matter how good customer service is.
The problem is that, with so few Equus coming here (and red carpet treatment), you can't get the usual Hyundai bargain discount when you get the Equus...which, for me, detracts from its "value."
Whenever Hyundai fixes the suspension on the Genesis, i think that the Genesis is a far better value. Both Genesis and Equus share the same platform, engine, and supposedly suspension design. The Equus is just a stretched version...kinda like Avalon and Camry. The sound system is the same. Equus is likely to have more sound deadening, but the Genesis is quiet enough already. And because the Genesis is plentiful on the dealer lot, you can get big discounts on it...and that to me is the biggest attraction of a premium car from Hyundai.
Hyundai is not "there" yet to command MSRP pricing, no matter how good customer service is.
Thai
Elite Member
Maybe...if you can find one! With so few made...and fewer purchased, you may have a hard time finding one locally.
Maritimer
New member
I was in Korea for eight years (from 2001), and the Equus and the Opirus are the gold standard for business executives. The the last few years I was there (2006-2009) I saw a lot more Mercedes and BMWs, though. Very few American cars, and I can't recall ever having seen a Lincoln.
Thai
Elite Member
Well, for $60k, you are in the "mid-class" of German luxury sedans...such as BMW 5-series, Mercedes E-class, Lexus GS460, etc.. And at $60k, you are really only getting the middle of the mid-class; that is, it is not fully loaded E-class.
On the other hand, with the Equus, you are supposedly getting top-notch luxury and refinement on par with the Lexus LS460, Mercedes S-class, and BMW 7-series. So, that is one argument that you can make....
And therein lies the problem. Nobody believes that a Hyundai is on par with any of those cars. And even if it were true, people want a prestigious name on their car when they're in that price range. Hyundai should have learned from VW's mistake. What's next, an $80K Kia?
Thai
Elite Member
But then again, Lexus faced this same problem in the early 1990s...and look at where they are now. So, things can go up or down. Of course, when Lexus came out, they did not sell $9000 Lexus...and i think that Hyundai needs to get rid of their cheap cars BEFORE they start selling the expensive stuff. But, i guess that is why they are making a "showroom within a showroom" to make the Equus owners feel special.
I can't believe you just said that. Lexus was intended to be a premium nameplate from day one....basically an upscale luxury Toyota.
Hyundai is an entry-level car maker that is trying to move to the mainstream and now even into the luxury car market. There's a HUGE difference between what Toyota did with Lexus and what Hyundai is now trying to do. Think about it....Toyota was smart enough to create a new nameplate. Why do you think they did that? Simple--they feared that people wouldn't pay a premium price for a car with a Toyota badge. Why doesn't Hyundai understand that basic concept?
If you think about it, Hyundai is a lot like Toyota. They started out building inexpensive economy cars with the hope of eventually moving more upscale. The big difference is that Toyota was smart enough to create a luxury division and Hyundai was not.
Yes, and it started out very poorly from the first sentence. Lexus didn't have the same problem. Different company with a different mission.
You suggested that Hyundai needs to get rid of their $9000 car if they hope to sell a $60K car. I suggest that Hyundai keeps their $9000 car and instead creates a separate luxury division if they hope to sell a $60K car.
So what makes you think I didn't read what you wrote?
Thai
Elite Member
Actually, Jed, according to Lexus book, that was one of the major problem with lexus when it came out. People were associating Lexus with Toyota. Only through Lexus diligent customer service (amazing stuff Lexus did early on to make customers happy!) did Lexus separate themselves from Toyota. It was not simply due to "different name."
And, in recent years, Hyundai has distance themselves from Kia...maybe not enough, but they are trying. This is why Kia has moved upscale to compete directly with Toyota...see Kia new models. And Hyundai is trying to move one league above Kia. My guess is that Hyundai is thinking that they already have a division for cheap cars (Kia)...so, why not just use the Hyundai name for its upscale division, instead of creating a new one and facing more issues with that. (Lexus had several legal and other internal issues when it created Lexus.) This may turn out to be a good idea...saves money for Hyundai. Back in 1990s, Toyota did not have a cheaper division...it was just Toyota. So, unlike Toyota in 1990, Hyundai has a cheaper division already in Kia.
But, like i said above, the problem is that this upscale Hyundai still sells $9000 cars on their dealer lots. That is going to be a problem for potential Equus owners who walk into the showroom floor and see the Equus next to an Accent.
Now, if Hyundai gets rid of their lesser cars and push customer service to ridiculous levels (which is seemingly what they plan to do), then Hyundai is not that much different than Lexus back in the 1990s. Remember, there are many people who bought a $40k+ Hyundai Genesis instead of a Lexus or a Bimmer. So, Hyundai is already ahead of 1990 Lexus in some eyes.And yeah, i don't think that you understood what i wrote....
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Thai
Elite Member
Now, i may not be the typical car buyer, but i will gladly take a Toyota over a Lexus if it can provide similar goods. In today's world & economy, i am paranoid about my and my family's safety. Driving around with a luxury brand car may attract the wrong attention. I did not like the attention that i got when i drove the Mercedes around. This is why i limited myself to Toyota when i was shopping for my hybrid. I did not need the extra attention at the local Walmart or McDs.
In addition, the cheaper maintenance of a non-luxury car is a major plus!
So, if Hyundai can make good on the Equus, then a few people like myself may consider it over a more prestigious German brandname. Stranger things have happened!
In addition, the cheaper maintenance of a non-luxury car is a major plus!
So, if Hyundai can make good on the Equus, then a few people like myself may consider it over a more prestigious German brandname. Stranger things have happened!Of course people were associating Lexus with Toyota...how could they not? And they still do this today. The thing you don't seem to realize is that Toyota could have NEVER been successful selling the same Lexus vehicles we see today under the Toyota nameplate....especially at those prices. Never would have happened if not for the "Lexus" brand.
Sure, but the problem there is that Hyundai has already established itself as a brand of inexpensive vehicles. Rather than try to change that image, why wouldn't they attempt an upscale division instead? Actually, I don't think they are ready for that yet. I like the fact that they are now producing vehicles that have nice styling and nice features for a competitive price. The jump to a $60K car is premature and I'm surprised they are even trying that market at this point in time.
But, like i said above, the problem is that this upscale Hyundai still sells $9000 cars on their dealer lots. That is going to be a problem for potential Equus owners who walk into the showroom floor and see the Equus next to an Accent.
Yeah, I agree that it is going to be a huge problem. So much in fact that there car will be a sales disaster. No doubt about it.... A $40K Genesis is already a stretch....and a $60K Hyundai? I don't think so, especially in this economic climate. I wonder how much money Hyundai stands to lose on this deal?
I understood it...I just didn't agree with it.
Now, i may not be the typical car buyer, but i will gladly take a Toyota over a Lexus if it can provide similar goods. In today's world & economy, i am paranoid about my and my family's safety. Driving around with a luxury brand car may attract the wrong attention. I did not like the attention that i got when i drove the Mercedes around. This is why i limited myself to Toyota when i was shopping for my hybrid. I did not need the extra attention at the local Walmart or McDs.
In addition, the cheaper maintenance of a non-luxury car is a major plus!
There's nothing wrong with that line of thinking and I'm sure there are plenty of people who feel the same way. But you seem to be ignoring the price factor. People who spend $60K+ for a new vehicle typically want the prestige as well. Face it, price is what really separates "regular" cars from luxury cars. Sure, you get more bells and whistles on most true luxury cars, but you can get most of the same features for less money on a lot of "regular" cars as well. Any car will get you from point A to point B, so you have to ask yourself why would people be willing to spend 3 or 4 times the average cost of a new car on a luxury car. My guess is that the biggest reason is the prestige factor. Features and amenities is probably the second biggest factor. Just my opinion....
