Hyundai Still Mulling Premium Brand

Colum Wood
by Colum Wood

Despite previous reports to the contrary, Hyundai is reportedly still considering launching a premium sub-brand.

The plan would be to branch-off the Genesis name plate into its own marque, creating a mental gap between disparate products, that range from the $12,545 sub-compact Accent, all the way to the $59,000 Equus.

This latest rumbling is more than a rumor too, with the source being none other than Hyundai Motor America sales boss Dave Zuchowski. According to Zuchowski; “There’s a conversation going on within the company that says, ‘Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?

While no decision has yet been made, the plan would be to branch off the rear-drive models, including the Genesis Sedan, Genesis Coupe and Equus, removing the “H” badge from the cars and swapping out their current names for alphanumeric designations. The proposal, however, does not go as far as a new dealer network, with the cars continuing to be sold within the current dealership structure.

If Hyundai does move ahead with the plan, it could be implemented as early as late next year, when the first of the second-generation Genesis models arrive.

[Source: Automotive News]

Colum Wood
Colum Wood

With AutoGuide from its launch, Colum previously acted as Editor-in-Chief of Modified Luxury & Exotics magazine where he became a certifiable car snob driving supercars like the Koenigsegg CCX and racing down the autobahn in anything over 500 hp. Find Colum on <a href="">Twitter.</a>

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  • Carl Carl on Feb 06, 2012

    Hyundai, please leave the model names, there are to many acronym named cars. A new brand might be a good idea. Thanks for marketing a real fullsize sedan "the Equus! I speak for all cars!