2012 Hyundai Equus
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  • 2012 Hyundai Equus
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Automotive News reports Hyundai is set to give its sales strategy for premium vehicles a once-over. Moving forward, each of the automaker's five North American regions will have a premium product operations manager. Those managers will all report directly to a senior group manager based at the Hyundai headquarters in California. To begin with, the group will start by identifying what dealers are currently doing right to sell the automaker's luxury hardware. From there, the group will then help spread those practices to the 320 dealerships currently authorized to sell the Equus. All told, Hyundai has some 800 dealers in the US.

The move comes ahead of the launch of the second-generation Genesis and Equus. Both sedans are slated to hit showrooms by early next year. The Genesis debuted in 2008 with the Genesis Coupe following along in 2009, while the Equus first landed on US shores in 2011.


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    • 1 Second Ago
  • 24 Comments
      Jonathan Wayne
      • 2 Years Ago
      Dear Hyundai, If you want to sell premium cars, you have to make a separate division with a separate name and separate facilities like Lexus or Infiniti. End of story.
      Scooter
      • 2 Years Ago
      Buying "Premium Kia's/Hyundai's" is "like buying a Lobster Dinner from McDonalds."
        The Wasp
        • 2 Years Ago
        @Scooter
        If McDonald's had lobster, I would eat it.
          RudyH
          • 2 Years Ago
          @The Wasp
          They do in the Maritimes
        Michael Volpone
        • 2 Years Ago
        @Scooter
        Maybe 10 years ago, but not anymore. Hyundai has really improved their quality which the magazines have written about. I would not have thought about one years ago, but now I would recommend one.
          dude
          • 2 Years Ago
          @Michael Volpone
          awww you were one of the fools who got tricked into buying a "premium" hyundai
          rollie
          • 2 Years Ago
          @Michael Volpone
          Quality, yes, but luxury...no. An old man once said, "stick to what you know".
        futuramautoblog
        • 2 Years Ago
        @Scooter
        Tell that to all the Korean gangster boss who gets chauffeured around in one. Then see what happens! lol
          merlot066
          • 2 Years Ago
          @futuramautoblog
          The Italians that get chauffered around in Lincolns and Cadillacs will get involved and it will all be over...
          bK
          • 2 Years Ago
          @futuramautoblog
          They probably ride anything but a Hyundai...
        • 2 Years Ago
        @Scooter
        [blocked]
      zizixx89
      • 2 Years Ago
      This car is better than a LS
      rollie
      • 2 Years Ago
      RESALE....NOT. Nobody wants to spend luxury money, and resell for Yugo prices. Ford, GM, Chrysler, Toyota dealers offering good trade in value for Hyundai....NOT gonna happen.
      Mobis21
      • 2 Years Ago
      A few reasons why Hyundai won't split off into Lux channel. It would cost them a cool billion to launch the Lux brand and that does not include the marketing and Ad support which would add millions more. The second most important is that they would be competing at Lexus and Infiniti price levels. A losing proposition. The Hyundai name is strongly linked to value. More for money, features, options and warranty. The Lux models are closely linked to that meme. A requirement for Hyundai dealers selling Genesis and Equus is that they build brand new stores with upscale amenities from show room to waiting areas for service. I have personally visited some of the new stores, one in Rick Case Hyundai in Atlanta and the other in S. Florida. Both new stores are impressive. The only recommendation that I would make is that they create a completely separate space for the Genesis and Equus models.
      timber
      • 2 Years Ago
      The article above shows a Jaguar XJ and the class that this car /Eqqus) totally lacks is just mind bogling That doesn't mean that they can't improve, look at Lexus (not the best, but a lot better) but they are so far away... 10 mores uears perhaps.
      Sarevok
      • 2 Years Ago
      People who buy a high end luxury sedan want a status symbol whether they admit it or not. The Hyundai brand is not going to cut it.
      zizixx89
      • 2 Years Ago
      Has any of you been inside of the hyundai equus?
        Rob
        • 2 Years Ago
        @zizixx89
        Yes, I have ... I took one for a test drive as a promotion from Hyundai (I own a 2011 Sonata). It's a very big car, and drives like a Lexus LS. Lots of power to the rear wheels and drivers chair (at least) is a massage chair -- very nice indeed!
      NY EVO X MR GUY
      • 2 Years Ago
      Hyundai needs a premium brand. The wings in the emblem are beautiful. Do not use it for a Hyundai name. Or, make Hyundai a premium brand and make a bargain brand under hyundai.
      Joe
      • 2 Years Ago
      The Equus and Genesis have a problem, and that problem is the Azera, at least in the examples I sat in last year at the New York auto show, the Azeras interior quality blew away both of its more expensive siblings, which is a problem for an a obvious reason. Until they fix the Equus interior, they better expect more pain in the sales charts.
      High
      • 2 Years Ago
      Hopefully dropping any hint that these are Hyundais is a part of this new strategy, a la Toyota/Lexus.
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