Hyundai is shaking its money makers, spending €60 million to upgrade its dealer network in Germany, France, Italy, Spain, and the United Kingdom. Each of 2,500 dealers will spend at least €24,000 on improving their facilities, with matching funds coming from both distributors and the parent company.The plan is called Mission Q, and it has several objectives: upgrade the dealer experience, increase customer loyalty, and move the brand away from being considered solely for value or low cost. Hyundai wants "people to think of Hyundai as a market leader in quality, SUVs, family cars and because of our sports sponsorships, and then later come to the price discussion."
In addition to the new furniture and paint, Hyundai has created a brand academy at its European headquarters to train distributors and dealer staff. As it moves up the brand ladder, cars from China and India will be arriving to take Hyundai's place in price-first considerations. And that means that Honda, Nissan, and Toyota should probably start getting ready for another guest at the table.
[Source: Automotive News, sub req'd]
2010 Nissan Cube breaks cover in Japan
Officially Official: 2010 Ford Mustang!
2010 Ford Mustang revealed early on Ford's own website!
2009 Nissan 370Z rolls out early in So. Cal
VIDEO: 2009 Nissan 370Z revealed early in So. Cal.
In the Autoblog Garage: 2009 HUMMER H3T Alpha
In the Autoblog Garage: 2009 Mercedes Benz C63 AMG
In the Autoblog Garage: 2009 Hyundai Genesis
In the Autoblog Garage: 2009 Chevrolet Traverse LT
Reader Comments (Page 1 of 1)
icu812ru469 @ Jul 22nd 2008 10:50AM
Sorry, I hear Hyundai and I still think "inexpensive, good cars..." not upmarket. Just like I still don't consider Toyota to be upmarket and when I see their prices just rise every year... it's ugh...
XJ @ Jul 22nd 2008 11:39AM
They're "value leader" cars, ranging from the inexpensive subcompacts (Accent) to the performance luxury (Genesis sedan) market. They're no longer the "inexpensive" brand as a +$40 sedan is hardly inexpensive. Demographic audience is not targeted toward just one income range. They can be someone fresh out of highschool to someone making six figures. The only thing we can generalize is that they're probably frugal. The U.S. has A LOT of those people. Nothing wrong with that.
Dude @ Jul 22nd 2008 10:55AM
They grow up so fast.
Seems like only yesterday that they were selling Excels out of a parking lot. Now look at them. Way to go Hyundai.
Avinash machado @ Jul 22nd 2008 11:17AM
The Genesis seems to have garnered them a lot of respect.
Wobbly_ears @ Jul 22nd 2008 11:49AM
You know, for people like me who knew the value & quality of Hyundai cars, this isn't a good news. We could negotiate lower prices with their desperate dealers, not anymore.
Their dealers were incompetent but not arrogant. Now if Hyundai gains some street cred, then Hyundai dealers would be Incompetent AND Arrogant (just like Honda/Toyota dealers)
Dave @ Jul 22nd 2008 11:49AM
Now if they would put their dealerships in a better part of town here in the U.S. Nothing like taking your Genesis to the ghetto dealership to get serviced.
iSpec @ Jul 22nd 2008 12:00PM
It's being reported that the Genesis 3.8 is expected to beat out the Infiniti G35, Lexus ES350 and the Caddy CTS in retained value after 36 mos (52%) (V8 50%), I'd say Hyundai has undoubtedly made huge strides to move upmarket.
With sales UP at Hyundai/Kia a combined 17% last month (Hyundai 14%, Kia 21%) in a depressed market, disputing this companies ability to pull the Genesis or any other project might be premature. We'll just have to see in the long-term but with Hyundai just overtaking Honda for 5th inthe world, you might want to bet on Hyundai.
ASEVENSEE4 @ Jul 22nd 2008 12:47PM
The Hyundai dealer in my area is quite classy, but huge and crawling with salesmen.
ummm @ Jul 22nd 2008 2:01PM
Is the Genesis available yet? Why havent I seen one?
Nick @ Jul 23rd 2008 8:54AM
Our local dealer has two of them. They look sweet.
brian @ Jul 23rd 2008 2:13PM
i sat in one last weekend, i was thinking about trading in my 02 audi a4 for one. its pretty lavish!