Hyundai has slowly but surely moved up market with the release of the luxurious Genesis sedan. Now, as the Korean automaker prepares to launch one of its boldest products yet, the upcoming Equus sedan, Hyundai is moving quickly to ensure all dealers are prepared to show off both products appropriately.
Because both the current Genesis and upcoming Equus remain important vehicles for the Hyundai brand, Hyundai’s CEO has said that dealers are now required to have a section of their showroom dedicated to both of these models. Together these vehicles will serve as the competitive priced alternative to luxury vehicles from Lexus or Infiniti, but rather than being sold through a separate brand or dealer, Hyundai dealers will sell them but keep them separate from lower-end models.
The upcoming Equus is a large luxury sedan that should arrive in showrooms in the fall of 2010. Hyundai said the name is likely to change, and the final pricing and specifications will not be known too far in advance from the launch date.
Ultimately, creating divisions within the Hyundai brand will have several advantages. Not only will this strengthen the Hyundai brand, but more importantly it will save dealers millions of dollars as they will be able to avert creating all-new showrooms.
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