Hyundai Korea pushing to compete with BMW

Kirby · Nov 7, 2004

A serious threat or a joke?

Cool it, Korea! - U.S. says Hyundai headquarters is moving too fast on luxury

RICK KRANZ | Automotive News
Posted Date: 11/2/04

PORTLAND, Ore. -- Hyundai's U.S. sales division is arguing with executives back at the home office in Korea.

The issue: The timing for the U.S. launch of a luxury channel aimed at BMW and Lexus buyers.

Executives at Hyundai Motor Co. in Korea "would like it to happen immediately," said Paul Sellers, Hyundai Motor America executive director of marketing, at a press event here. "We are saying that makes absolutely no sense."

Asked how long the luxury channel can be delayed, Sellers said, "as long as humanly possible."

Despite reports that the luxury brand may be introduced in three or four years, Sellers said it could be as far off as 2011.

New products

Hyundai Motor Co. is launching a product attack this decade. It will begin production in March at its assembly plant in Montgomery, Ala. At least seven new or redesigned Hyundai-brand vehicles will be introduced here in the next two years. The goal is to sell 1 million Hyundai-brand units annually in the United States by 2010, 2 ½ times 2003's level.

But the most ambitious plan is to create a separate luxury channel. The Hyundai brand is known for low-priced, high-value vehicles with improved initial quality, although unproven long-term quality.

The flagship for a likely three-vehicle luxury lineup is expected to be the redesigned Equus, a large, rear-drive, V-8-powered sedan. The car is expected to debut in Korea in 2006.

Redesigning Equus

While Hyundai executives promise that the redesigned Equus will offer appealing styling, the current-generation Equus sold in Korea is a boxy sedan. The interior has reams of obviously plastic woodlike trim. Wealthy buyers in Korea have been switching to BMW and other imports.

Tom · Nov 7, 2004

lol, I like the last line. Hyundai still has a long ways to go before they can prove their quality. I recently rented a Sanota and it was by far the worst POS I've ever driven. Interior was cheap, and the performance was horrible.

epj3 · Nov 7, 2004

It'll STILL be a hyundai [rofl]

bmw046series · Nov 7, 2004

Sorry Lexus and BMW are two totaly different cars - in competely different classes

aNoodle · Nov 7, 2004

Why in the world are you reading the Portland, Ore press?

Kirby · Nov 7, 2004

It was on the Automotive News web site. I visit it once every couple weeks.

aNoodle · Nov 7, 2004

Right on.

Hyundai the next BMW? I think this story has been written about a number of different auto companies many times before. These journalists must be spent after the election, so now we're just getting crap. [fake]

Average Jae · Nov 7, 2004

you gotta figure hyundai can't be happy to be making POSes forever. good for them for trying. now i hope they actually pull through. same thing was said about the japanese cars way back when. i can't discount them for trying. that said, it'll take a while and tons of R&D, and other stuff. and i'm not so sure about high quality cars rolling off of a plant in the states..

but if they have money to throw around, let them, and hopefully they'll get better. if you want to get better, why not aspire after the best? i can't laugh at them for that.

NZL · Nov 7, 2004

Hyundai the next BMW?
[sarcasm] It must be the strong racing pedigree, and the obvious emphasis on driver satisfaction, performance, ergonomics & design that puts them in the same league. [/sarcasm]

Seriously though, they have come a long way in the last two years, and their upper models are generously spec'd especially for the price. Would be interested to see what they put together. Mind you... I still don't think I'd buy one.

tool fan · Nov 7, 2004

They need to start with RWD or AWD. They (Asian) will never have what Bimmers and Benz's and Audi's and so on and so forth have until they stop making these freakin ass FWD cars...........seriously the only reason I will NOT buy a TL is the fact that is FWD.

///M SPEED · Nov 8, 2004

aNoodle said:

And what seems to be wrong with this newspaper in your mind?

Kilomph · Nov 8, 2004

Competition is always good for the consumers [:)]

Although I doubt they'll even come close.

Off topic but, [hah]

Tool, what is that hideous car in your sig? If thats your car I feel bad for you, that really is sad. How much did you pay for it?

Section_8 · Nov 8, 2004

Kilomph said:

[slap] [kick] [thumbd] [thumbd] [thumbd]

I rest my case.

Tom · Nov 8, 2004

Kilomph said:

Keep your negative comments to yourself. [thumbd]

aNoodle · Nov 8, 2004

///M SPEED said:

Nothin. I was just curious what brought someone from PA to a local paper in the North West.

Kirby · Nov 8, 2004

Kilomph said:

Waiting for Tool Fan's response........ [:)]

theBMWenthusiast · Nov 8, 2004

this is just gonna be like that Volkswagen, that super luxury one, who in their right mind would buy a Volkswagon luxury car, and with this, who would buy a Hyundai luxury car...if i had a choice to buy a BMW or a Hyundai, BMW any day, even if it was more expensive, just for the known quality and performance

Section_8 · Nov 8, 2004

theBMWenthusiast said:

yah there were some threads about it a few months ago when it was debuting or something like that, if I recall correctly. Basically a VW for the VW execs to drive?

Haven't heard a thing about it since? Only seen one on the road, and that was a week after I'd read about it here.

I've never even thought to go to a hyundai dealership - they'd better do it as a different 'division' and have it's own lots - like Lexus, or something.

More power to them, I guess? [screwy]

tool fan · Nov 9, 2004

Kilomph said:

To each their own opinion...........and your opinion SUX. I guess it is good that you would only have to see my ass end....and that only for a few seconds.

codex57 · Nov 9, 2004

Hehe, I've seen the Phaeton in person. It really does look like a Passat. Just a little bigger. It's harder to tell apart than an A6 and A4.

I'm sure Hyundai is gonna try a luxury car with a new division. They see the success Lexus, Acura, and Infiniti are having. It can work. They're not stupid/rich enough to do a Volkswagen and try a Phaeton. I think the Phaeton was purely an ego stroker for the VW execs. No real profit/business purpose at all.

Hyundai Korea pushing to compete with BMW

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