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.

 

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.

 

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

 

*Fix the overly sensitive throttle.
*Add additional heat capability and direct towards the feel rather than
the mid-calf.

Matt

 

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

 

No station tuning o the wheel - just adds crap to break.

Seats could be better

rest cosmetic BS

 

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.

 

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

 

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?

 

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.