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  • William Maley
    William Maley
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    Hyundai CEO Says No To Genesis Sub-Brand

    William Maley

    Editor/Reporter - CheersandGears.com

    February 20, 2012

    Earlier this month we reported that Hyundai was considering doing a sub-brand for their upscale models. Dave Zuchowski, executive vice president of sales for Hyundai Motor America told Automotive News the brand was talking about it.

    “There's a conversation going on within the company that says, Does having the Hyundai badge on the premium vehicles sell more vehicles, or does it restrict us from selling more vehicles?” said Zuchowski.

    However, Hyundai Motor America’s CEO John Krafcik they are no plans in place to do a Genesis sub-brand.

    “We have no plan to change our Equus and Genesis retail approach – it’s working,” Krafcik tells Ward’s Auto.

    Source: Ward’s Auto

    Related: Hyundai Thinking About Creating Genesis Subbrand

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    I have the view that the Genesis and the Equus should have their own dealer network separate from Hyundai. Did Toyota and Honda sell their LS400 and Integra cars beside Camrys and Accords? Absolutely NOT. Toyota and Honda are better off ever since they created Lexus and Acura respectively.

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    I think what Hyundai does works. Since 2008 they have been the best performing car company by far, so who can argue with that success.

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    I like that they have a novel approach to sales. The overlap in markets with kia is problematic. They should stagger the pricing little more. VW got themselves in some trouble with that. Personally I hate the new Prius sub brand. The V and C models will only dilute and hurt the Prius name. They should have branded the C as a Scion.

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