According to a memo obtained by WardsAuto, Hyundai Motor America wants its U.S. dealers to section off a special area in their showrooms for showcasing the automaker’s new luxury sedans including the Genesis and the upcoming Equus.
The memo said that the move is in keeping with Hyundai”s “aggressive product cadence.”
Joining the Genesis sedan and the new Genesis Coupe will be the large Equus luxury sedan in fall 2010. The Korean automaker will change the name for the sedan when it comes to the United States. The final name, packaging, pricing and specifications will be announced when it goes on sale at the end of 2010.
According to Hyundai Motor America’s CEO John Krafcik, having dealers create a section in the showroom for the Genesis and Equus will be the lowest-cost alternative to selling through an entirely separate channel like Toyota does with Lexus.
“That”s a good way to go,” Krafcik told Ward”s at the New York Auto Show last year. “That way, dealers don”t have to spend $5 million, $10 million on a new luxury brand. Sectioning off the brand, that”s the Holy Grail.”
– By: Omar Rana