So why does Hyundai have a premium,
E-segment car, the Genesis? Isn't it
a brand best associated with stylish,
value-oriented products? Maybe that
was once the case. But not, necessarily,
now. According to Dave Zuchowski,
president and CEO, Hyundai Motor
America, the rationalization is fairly
straightforward:
1. To expand market coverage. What
OEM doesn't want to have greater
market share?
2. To have on ofer a car that is packed
full of technological content (from
advanced Blue Link 2.0 telematics
to adaptive cruise control), premium
features (leather, LED lamps), and
performance capability (a 311-hp V6
with available all-wheel-drive to a
420-hp V8) at a price that is targeted at
post-recession consumers who are more
interested in value than an established
luxury logo (at a starting point of
$38,000 for the 3.8-liter V6 version
[it goes up to $51,500 for the V8], this
value proposition is compared with
the likes of the Cadillac CTS 2.0T @
$45,100; the Lexus GS 350 @ $47,000;
by Gary S. Vasilash
> Editor-In-Chief
AD&P; > June 2014 > FEATURE > On the 2015 Hyundai Genesis > Gary S. Vasilash > gsv@autofeldguide.com
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