Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

Hyundai Motor Company, the South Korean automaker founded in 1967, grew into a global brand by selling economy vehicles over the decades. With an ambition to join the ranks of the world''s high-end automakers, Hyundai displayed its first full-size luxury Sedan the ''Genesis'' as a concept car in 2007 at the New York International Auto Show and launched it in its home market in January 2008. Apart from its home market, Hyundai planned to sell the new luxury car in the international car markets including the US, China and the Middle East. Genesis had been Hyundai''s first foray into high-end cars, dominated by prestigious automakers such as BMW, Lexus and Mercedes-Benz. Though the Genesis'' design and other features were attractive and competitive, Hyundai''s non-premium image posed a huge challenge to the company. In view of Hyundai''s reputation as a budget car maker, the case study provides a scope to discuss whether the company should establish a stand-alone luxury brand for the new foray or badge Hyundai on it? If it continues the established brand, what could be the ways to change the perception and upgrade the brand?
Industry:
Other setting(s):
2007-2008

About

Abstract

Hyundai Motor Company, the South Korean automaker founded in 1967, grew into a global brand by selling economy vehicles over the decades. With an ambition to join the ranks of the world''s high-end automakers, Hyundai displayed its first full-size luxury Sedan the ''Genesis'' as a concept car in 2007 at the New York International Auto Show and launched it in its home market in January 2008. Apart from its home market, Hyundai planned to sell the new luxury car in the international car markets including the US, China and the Middle East. Genesis had been Hyundai''s first foray into high-end cars, dominated by prestigious automakers such as BMW, Lexus and Mercedes-Benz. Though the Genesis'' design and other features were attractive and competitive, Hyundai''s non-premium image posed a huge challenge to the company. In view of Hyundai''s reputation as a budget car maker, the case study provides a scope to discuss whether the company should establish a stand-alone luxury brand for the new foray or badge Hyundai on it? If it continues the established brand, what could be the ways to change the perception and upgrade the brand?

Settings

Industry:
Other setting(s):
2007-2008

Related