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    Hyundai Exec Says Luxury Brands Focus Way Too Much On Tech

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      Keep it simple on the tech a Hyundai executive says

    The head of Hyundai's N performance division, Albert Biermann said luxury automakers are too focused pm technology that doesn’t give value to customers.

    “It’s all marketing, first of all. “How many people really buy it later on? Much of this exists for media, to give a hype, to show the technology level. But how many people really buy it later on?" said Biermann to Australian outlet Drive.

    “If the tech will fail, you’re just adding the burden to the buyer, right?”

    We can assume some of the tech Biermann is referring to are things like gesture controls for the infotainment system or perfume diffusers. Biermann also brought up the example of a camera that looks at the road and makes adjustments to the suspension, calling it stupid.

    “In our G90 you will not find any air suspension, or active roll-bars, or active whatever. A camera sensing the road, and this stuff. It’s stupid. We have a solid Hyundai steel platform, tonnes of high-strength steel – okay, it’s a little bit heavier than the other cars – and we have adjustable shock absorbers, and that’s it. We still outpace the S-Class in the double lane-change in the Consumer Reports. We almost beat the BMW, without all the fancy stuff,” said Biermann.

    Biermann explained that Genesis will be focusing on simple technologies to make them reliable. He said Hyundai's chairman, Chung Mong-koo said he wants all Hyundai and Genesis models to be “like new” after a decade on the road.

    On one hand, Biermann has a point. Luxury cars are notorious for being expensive to keep on the road, partly due to all the technology equipment fitted to them. On the other hand, those technologies are a big selling point on these vehicles. Buyers use these to justify the price and they are a cool party trick to show to friends and family.

    Source: Drive.com.au

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    Luxury cars are notorious for being expensive to keep on the road, partly due to all the technology equipment fitted to them. On the other hand, those technologies are a big selling point on these vehicles. Buyers use these to justify the price and they are a cool party trick to show to friends and family."

    This is so true of Luxury and especially of all the new Nanny devices that have been added over the last 10-15 years. I question the real need as driving is a privilege earned and if you cannot focus on the driving without playing with your smartphone, then you need to forget driving and take the bus, taxi, lyft, uber, etc.

    Driving is a privilege earned and we can do without all the added nanny devices.

    Feel the nanny devices are needed, then keep them on the self driving auto's and let the ICE, Hybrid & EV's that can be fun to drive for drivers who enjoy pure driving.

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    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    Translation is the G90 is slower, less powerful, less fuel efficient, and has worse ride quality than an S-class.

    Beirmann is trying to say technology and power and interior materials don't matter, because his car has none of those things.  Probably why his car doesn't sell very well.

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    Well, this brings up an interesting point: what makes a "luxury" vehicle? If you look at extremely exotic and luxurious vehicles such as the new Rolls Royce Phantom, you will see the use of cutting-edge technology combined with craftsmanship.  While I agree that gesture controls are a gimmick, the trend is going towards technology packages within luxury vehicles. That said...I totally agree that with all this new tech means it is a matter of time before something goes wrong.  

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    'luxury' vehicles today are all about increasingly complex electronics that will be obsolete in a few years and will fail expensively in a few years.   They are intended to be leased or owned for only a few short years under warranty then traded for the next new thing...

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    11 hours ago, smk4565 said:

    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    Translation is the G90 is slower, less powerful, less fuel efficient, and has worse ride quality than an S-class.

    Beirmann is trying to say technology and power and interior materials don't matter, because his car has none of those things.  Probably why his car doesn't sell very well.

    Have you been in a G90?

    Doubt it, so your just blowing out your butt statements that have no facts.

    Do you have their product road map to know that they will not have any of the things you have stated?

    There are plenty of nontechnical luxury items, that are pure luxury in quality and craftsmanship. 

    Post a video of you driving a G90 and then driving an S class back to back to compare and show how they handle on near identically spec'd cars.

    I have not driven a G90 so I would not state it is not a luxury ride just because currently it does not tick off the check box's of a badge snob ride.

    THIS IS ONE OF THE BEST STATEMENTS from the story:

     “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-tonne luxury segment car will ever see the racetrack?

    “We don’t do this kind of stuff. We work for the customer first of all, and not so much for the media. Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

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    The Genesis cars are surprisingly nice.  I am especially excited about the G70.  My brother's luxury cars have indeed been high maintenance (09 CTS, 11 A5, and 15 ATS).  I actually have him interested in the G70 with the 3.3 turbo 6 and AWD.  Can't wait until it hits lots. 

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    1 hour ago, dfelt said:

    Have you been in a G90?

    Doubt it, so your just blowing out your butt statements that have no facts.

    Do you have their product road map to know that they will not have any of the things you have stated?

    There are plenty of nontechnical luxury items, that are pure luxury in quality and craftsmanship. 

    Post a video of you driving a G90 and then driving an S class back to back to compare and show how they handle on near identically spec'd cars.

    I have not driven a G90 so I would not state it is not a luxury ride just because currently it does not tick off the check box's of a badge snob ride.

    THIS IS ONE OF THE BEST STATEMENTS from the story:

     “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-tonne luxury segment car will ever see the racetrack?

    “We don’t do this kind of stuff. We work for the customer first of all, and not so much for the media. Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

    You know good and damn well he has not sat in one. He only makes the comment he did because the S Class was called out for the truth. In no way was Biermann trying to directly compare the two. He is spot on with the nanny features that push car prices into another level of financial retardedness. You can have luxury without the many gadgets and if you need stupid $h! like autonomous driving and self parking, then what you need is a limo driver because clearly you are too self absorbed or too busy texting on your phone to be bothered with actually driving. 

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    There are good points to what he says and also an admission as to why the Genesis cars may always be at the lower end of the scale in the luxury segment.

    Not that I am or would have Genesis at the top of my list for purchase, I would consider it now if I would take what he says at Face Value.... and if someone can tell me why the last sentence has three words in it that have a relation to each other (like a "six degrees of separation' type deal) outside of car talk, you get bonus points...

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    13 hours ago, smk4565 said:

    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    Translation is the G90 is slower, less powerful, less fuel efficient, and has worse ride quality than an S-class.

    Beirmann is trying to say technology and power and interior materials don't matter, because his car has none of those things.  Probably why his car doesn't sell very well.

    It's also $21,000 less expensive. For 21k extra it better have all of those extra things. 

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    56 minutes ago, lengnert said:

    There are good points to what he says and also an admission as to why the Genesis cars may always be at the lower end of the scale in the luxury segment.

    Not that I am or would have Genesis at the top of my list for purchase, I would consider it now if I would take what he says at Face Value.... and if someone can tell me why the last sentence has three words in it that have a relation to each other (like a "six degrees of separation' type deal) outside of car talk, you get bonus points...

    Married to a Korean who came here at 13 but is still fluent and is a certified Psychologist, I find the last sentence in the story to be normal English as a second language talk from the asian rim. I see this in Japan, China and Korea.

    I assume your talking about this sentence:

    Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

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    14 hours ago, smk4565 said:

    "The G90 doesn't have twin turbos like an S-class"

    "The G90 doesn't have cameras to read the road or air suspension"

    "The G90 doesn't have a hybrid power train"

    "The G90 doesn't have autonomous drive technology"

    My Escalade ESV Platinum has only 1 of these things the Air Suspension and I can tell you it is not only a luxury ride, but handles well and the handling comes in regards to both the quality of this luxury SUV that is built well and to my driving skills as a person who enjoys driving and reading the road and DOES NOT need those Nanny devices to handle the driving.

    Take my Escalade any day over your overblown S-Class. Better Built, longer lasting, more comfortable as a Road trip auto than the S-Class.

    Having been all over the Asian rim, I can tell you now that other than badge snobs in China, the bulk of China, Japan and Korea want comfort and smooth ride, not a race car stiff ride. 

    I see the Koreans building an autoline that will give their customers the ride comfort they want. Cadillac does this with ride mode, many others too including MB, so you cannot say this is not a luxury car when he only simply points out that Genesis DOES NOT NEED the Nanny devices to compete as a smooth comfortable luxury ride.
    @Drew Dowdell & @William Maley

    I would like to request that in the future if you guys could please keep in mind and include in your writeups comparison of these auto's to the rest of the luxury makers so we have your butt in the seat feeling and impression as to how the Genesis luxury line compares please

    I think this is an important comparison of a Luxury auto without technical Nanny devices to a luxury auto with.

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    2 hours ago, dfelt said:

    Married to a Korean who came here at 13 but is still fluent and is a certified Psychologist, I find the last sentence in the story to be normal English as a second language talk from the asian rim. I see this in Japan, China and Korea.

    I assume your talking about this sentence:

    Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

    Nah, you are going too clinical and smart for me, dfelt.

    I was referring to the second to last sentence in my post.

    The answer:  Genesis is a band whose lead singer is Phil Collins.  Phil Collins released an album entitled "Face Value".  Now I feel stupid for writing that question because in retrospect, it was frivolous and inane and had nothing to do with the main article!  LOL

    Edited by lengnert
    • Haha 3

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    5 hours ago, lengnert said:

    Now I feel stupid for writing that question because in retrospect, it was frivolous and inane and had nothing to do with the main article!  LOL

    Dont feel stupid.

    Welcome to my world I say!

    I do that all the time.

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    I've said this for many a yerr:  luxury cars should be effortless to operate.  They should be serene in nature... so many of these gadgets are too complicated and therefore will go unused.  The whole point of luxury, to me, is to coddle the owner, not addle him.

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    On 9/21/2017 at 8:54 AM, dfelt said:

    Have you been in a G90?

    Doubt it, so your just blowing out your butt statements that have no facts.

    Do you have their product road map to know that they will not have any of the things you have stated?

    There are plenty of nontechnical luxury items, that are pure luxury in quality and craftsmanship. 

    Post a video of you driving a G90 and then driving an S class back to back to compare and show how they handle on near identically spec'd cars.

    I have not driven a G90 so I would not state it is not a luxury ride just because currently it does not tick off the check box's of a badge snob ride.

    THIS IS ONE OF THE BEST STATEMENTS from the story:

     “The car in the luxury car segment, they show all the racetrack talent, but which 2.2-tonne luxury segment car will ever see the racetrack?

    “We don’t do this kind of stuff. We work for the customer first of all, and not so much for the media. Of course we do some stuff for the media, but first of all we do that stuff for the customer, that we think has reasonable value for the money.

    I have driven the 2010 Hyundai Genesis V8, it was my 2nd choice actually when I was car shopping 4-5 years ago.  For a sort of full size car it had pretty good ride/handling, the V8 moved it pretty easily, not a sports car in any way, but a nice daily driver.  No where near as good as an E-class though, which is why I bought an E-class.

    I have sat in the G90, there is a lot of low rent materials in that car, and the stuff they used to try to make it look expensive is just bling and chrome, that doesn't really make it luxurious, just flashy.  I would say the G90 is about on par with a Continental or maybe CT6 at most.  It falls short of any other full size luxury sedan.

    So if the interior isn't up to par, why even test drive it, especially when the specs show their V8 isn't up to par either.   Their optional engine makes 383 lb-ft of torque, less than a base model 2007 S-class.   Not good when your top engine is 10 years behind the competitor's base engine. 

    On 9/21/2017 at 11:08 AM, ccap41 said:

    It's also $21,000 less expensive. For 21k extra it better have all of those extra things. 

    Then Beirmann should not compare his car to an S-class.  Compare to Lincoln or Acura, or Infiniti, go after them.

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    On 9/21/2017 at 5:30 PM, ocnblu said:

    I've said this for many a yerr:  luxury cars should be effortless to operate.  They should be serene in nature... so many of these gadgets are too complicated and therefore will go unused.  The whole point of luxury, to me, is to coddle the owner, not addle him.

    I totally agree with you about the Coddle part. So much so, I decided to see if OcnBlu Coddled showed up in a search. :roflmao: Too funny of the results.

    OcnBluCoddled.png

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      Following in the footsteps of the Honda Ridgeline, the Santa Fe will be based on a unibody platform. In this case, the Santa Fe. This likely means power will come from either the 2.4L four-cylinder with 185 horsepower and 178 pound-feet of torque or turbocharged 2.0L four-cylinder with 235 hp and 260 lb-ft. Our money is on the latter engine. 
      Expect more details to come out on the Santa Cruz before its launch next year.
      Source: Autoblog, Car and Driver

      View full article
  • Posts

    • Peter DeLorenzo doesnt like him. Like at all.  He gives Ford 5 years. Especially with Farley at the helm.  http://www.autoextremist.com/
    • Jim Farley is an interesting guy who has flipped back n forth between ICE and EV. Be interesting to see where he leads the company.
    • Jim Hackett's tenure as Ford CEO will be coming to a close on October 1st as he will retire from the position. His replacement is Jim Farley, currently Ford's Chief Operating Officer, a role he took on at the beginning of this year. In a press release, Ford said the two will be working together over the next two months on the transition. Hackett will stay on as "special advisor" for some time after. “I am very grateful to Jim Hackett for all he has done to modernize Ford and prepare us to compete and win in the future. Our new product vision – led by the Mustang Mach-E, new F-150 and Bronco family – is taking shape. We now have compelling plans for electric and autonomous vehicles, as well as full vehicle connectivity. And we are becoming much more nimble, which was apparent when we quickly mobilized to make life-saving equipment at the outset of the pandemic,” said Ford executive chairman, Bill Ford. Hackett became Ford's CEO in 2017 after the ousting of then CEO Mark Fields. His short tenure brought forth some major and controversial decisions such as Ford killing off most of their passenger car nameplates to focus on trucks and utility vehicles; spending $11 billion in electric vehicles by 2022, and the introductions of the Mach-E, 2021 F-150, and Bronco. He has also dealt with a lot frustration from various groups as The Detroit News outlines, Hackett admitted that his tenure did cause a fair amount of friction, but said his efforts are starting to show. "I aimed for moving ahead versus just moving fast. Could we aim for a longer-arc kind of reward. In this case, for the three years it takes to get products to market, you're starting to see the fruits of our labor." Farley, who has been with Ford since 2007, knows he has a tough road ahead. Aside from realizing the various paths laid out by Hackett, he also has to deal with the issues of the COVID-19 pandemic and hopefully launch two of Ford's key product without any issues. Source: Ford Press Release is on Page 2 FORD ANNOUNCES JIM HACKETT TO RETIRE AS PRESIDENT AND CEO; JIM FARLEY TO SUCCEED HACKETT AS COMPANY CONTINUES TRANSFORMATION Jim Hackett, who has led Ford Motor Company’s transformation since 2017 as president and CEO, has elected to retire from the company Jim Farley, currently chief operating officer, becomes president and CEO of Ford effective Oct. 1. He was also elected to the Ford board of directors. He will work closely with Jim Hackett on the transition over the next two months Seamless CEO transition underscores strength of Ford’s leadership team, succession planning, and company progress over the past three years, Executive Chairman Bill Ford says DEARBORN, Mich., Aug. 4, 2020 – Ford Motor Company today announced that Jim Hackett, who has led the company’s transformation since 2017, plans to retire from the company. Jim Farley has been named the company’s new president and CEO and will join the board of directors, effective Oct. 1. Hackett, 65, and Farley, 58, will work together on a smooth leadership transition over the next two months. Under Hackett, Ford moved aggressively into the new era of smart vehicles and drove a deeper focus on customers’ wants and needs. At the same time, Ford improved the fitness of the base business – restructuring operations, invigorating the product portfolio and reducing bureaucracy. “I am very grateful to Jim Hackett for all he has done to modernize Ford and prepare us to compete and win in the future,” said Bill Ford, Ford’s executive chairman. “Our new product vision – led by the Mustang Mach-E, new F-150 and Bronco family – is taking shape. We now have compelling plans for electric and autonomous vehicles, as well as full vehicle connectivity. And we are becoming much more nimble, which was apparent when we quickly mobilized to make life-saving equipment at the outset of the pandemic.” Farley, an automotive leader with deep global experience and a successful track record, collaborated with Hackett over the past three years to develop and execute Ford’s Creating Tomorrow Together plan to transform Ford into a higher-growth, higher-margin business. “Jim Farley matches an innate feel for cars and customers with great instincts for the future and the new technologies that are changing our industry,” Bill Ford said. “Jim’s passion for great vehicles and his intense drive for results are well known, and I have also seen him develop into a transformational leader with the determination and foresight to help Ford thrive into the future.” Farley joined Ford in 2007 as global head of Marketing and Sales and went on to lead Lincoln, Ford South America, Ford of Europe and all Ford global markets in successive roles. In April 2019, Farley was chosen to lead Ford’s New Businesses, Technology & Strategy team, helping the company determine how to capitalize on powerful forces reshaping the industry – such as software platforms, connectivity, AI, automation and new forms of propulsion. He was named chief operating officer in February of this year. Hackett, who will continue as a special advisor to Ford through March of 2021, said the time is right to pass the mantle of leadership to Jim Farley. “My goal when I took on the CEO role was to prepare Ford to win in the future,” Hackett said. “The hardest thing for a proud, long-lived company to do is change to meet the challenges of the world it’s entering rather than the world it has known. I’m very proud of how far we have come in creating a modern Ford and I am very optimistic about the future. “I have worked side-by-side with Jim Farley for the past three years and have the greatest confidence in him as a person and a leader,” Hackett said. “He has been instrumental in crafting our new product portfolio and redesigning our businesses around the world. He is also a change agent with a deep understanding of how to lead Ford in this new era defined by smart vehicles in a smart world.” Said Farley: “I love Ford and I am honored by the opportunity to serve and create value for Ford’s employees, customers, dealers, communities and all of our stakeholders. Jim Hackett has laid the foundation for a really vibrant future and we have made tremendous progress in the past three years. I am so excited to work together with the whole Ford team to realize the full potential of this great company in a new era.” View full article
    • I had sooooo wanted to post a 1955 Chieftain when I posted the Buick pic a couple of days ago. I just ran out of steam. I have been tired from work these past few days.  I was just too lazy to search for the perfect picture of one. But then Balthy posted the front end.   Great minds think alike. So Ill do Balthy, myself and the car some justice right now.  
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