• Jul 22, 2008
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]


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  • 9 Comments
      • 6 Years Ago
      The Hyundai dealer in my area is quite classy, but huge and crawling with salesmen.
      • 6 Years Ago
      i sat in one last weekend, i was thinking about trading in my 02 audi a4 for one. its pretty lavish!
      • 6 Years Ago
      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.
      • 6 Years Ago
      Is the Genesis available yet? Why havent I seen one?
      • 6 Years Ago
      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.

      • 6 Years Ago

      The Genesis seems to have garnered them a lot of respect.
      • 6 Years Ago
      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)
      • 6 Years Ago
      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...
        • 6 Years Ago
        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.