Editor/Reporter - CheersandGears.com
February 6, 2012
Hyundai could be adding a subbrand to further seperate its upscale cars from its mainstream vehicles.
“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 Dave Zuchowski, executive vice president of sales for Hyundai Motor America.
The plan, if put into motion would would replace Hyundai's round "H" badge with a new badge on the Equus, Genesis sedan and Genesis Coupe. The vehicles would be branded as Genesis with an alphanumeric naming system and be sold at Hyundai dealers, not a separate dealership network.
Zuchowski said a decision hasn’t been made. If if the plan is approved, Zuchowski said it could happen when the redesigned Genesis Sedan and Equus are introduced in 2013.
Source: Automotive News (Subscription Required)