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Automotive News & Views Is There Room in the Luxury Market for Hyundai?
2484 messages, Last post on Jun 25, 2009 at 10:34 AM
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Yes, so be it. The badge itself does more damage than the name, simply because it is a remnant from a poorer time. The badge itself moreso than the brand name is always what I have questioned. It's a 90s throwback, and the 90s for Hyundai were like the late 70s for the big Japanese competition. Let's face it, the other makers with upmarket brands created for the NA market have better histories and track records than Hyundai. A Genesis brand would be ideal given the history of the market, but at least make a better looking H for the car. I have never debated the merits of the Genesis itself - no doubt it is a very competent car, but the badging and brand strategy (not the same thing) can and will be questioned. Not everything Hyundai does is golden, far from it. Perhaps those who defend this strategy should go vote with their wallets and buy a new Genesis 
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Replying to: fintail (Jan 13, 2009 3:17 pm) If redesigning the H badge will mean a big increase in sales for the Genesis and other Hyundai models, then by golly they should do it immediately. That's a no-brainer. If it would actually work. And while Hyundai is off doing that, GM, Ford, and Chrysler should redesign their badges also, since they are remnants from a poorer time and by doing so they could effect turn-arounds of their companies without the huge government bailouts, layoffs, and other painful steps they are taking right now. In case you wondered...
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Replying to: backy (Jan 13, 2009 4:28 pm)  ...so maybe I'd look at one sooner for a fancy commuter, should I live a greater distance from work then. The emblems of the big 2.5 also hearken back to a richer time, and the big 2.5 are trying to draw up some heritage-based patriotism to spur sales. I will say the Buick logo is kind of lame, anyway. But it still doesn't seem as Wally-World-ish as the swoopy H, at least not to my eyes.
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Replying to: fintail (Jan 13, 2009 7:32 pm) Unfortunately, that "richer" time is at least two generations ago. About the only buyers who still remember that "richer" time are... Buick buyers! Oh wait, they have a lame badge.  Bottom line: if there was ANY chance changing the swoopy H would significantly increase Hyundai's sales, Hyundai would have taken that step long ago, in a heartbeat. It's just not that easy.
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Replying to: backy (Jan 13, 2009 8:15 pm)
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Replying to: backy (Jan 13, 2009 8:15 pm) It might be more about longterm image than short term sales. As the price goes up, image counts for something.
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Replying to: cviz821 (Jan 13, 2009 9:28 pm)
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Replying to: fintail (Jan 13, 2009 3:17 pm) Which comes first, the car or the badge? Every famous badge I know of was made famous by the cars wearing it, not the other way around. Hyundai is attempting to do the same thing. Why is it OK for the rest of the luxury car manufacturers to make their badge famous and recognizable by building great cars, but not Hyundai? I think Hyundai has thought about spinning off an upscale division, but decided to work hard and make their current brand acceptable to upscale, quality conscious buyers. I think they have made great strides in the past 3-4 years. They have come from an unpronounceable name with a reputation for making econo-boxes, to a household name with a growing reputation for quality and reliability.
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Replying to: fintail (Jan 13, 2009 9:33 pm)  That Genesis badge on the trunk lid looks cheap to me, like it's made of chromed plastic. But another great thing about America is that folks can stick anything they want on their cars. That badge probably upped the resale value of the car by, what would you estimate, maybe 10%? Or maybe not.
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Replying to: fintail (Jan 13, 2009 1:57 pm) As for the question as to whether there is room for Hyundai in the luxury car segment. The answer is I dont think so right now. I think they need a little more time in the market building high quality beautiful cars for a great price. They need to be building these cars long enough that when people here the word Hyundai they don't think of a rusty old Excel.
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