Hyundai Motor America supposedly gave much resistance to Hyundai management and its desires to export the luxury Equus sedan to North America, even before the rear-wheel-drive Genesis launched here. This time around however, the Korean automaker has a viable plan for selling the Equus, which could easily top the $60,000 mark, to American consumers.
The key to attracting that tier of the market in a profitable way is going to be through a low-volume, customer-service centric campaign.
In fact, Hyundai will not even be selling the car through its showrooms. Instead, the “˜Your Time, Your Place” program will position the car to be demonstrated to potential buyers in the privacy and comfort of their own homes, saving them the dreadful experience of mingling among the po” common folk trying to score a deal on an Elantra or Sonata.
A simplified buying and ordering process will also help to effectuate the sales of these cars, as there will only be two trim levels available.
One thing Equus owners can expect is pampering. Aside from the dealerless buying process, Hyundai will also be offering “˜service valets” for when an Equus needs servicing; that is, a valet will drop a genesis off at your home, and bring your Equus in for service. Of course Hyundai”s 100,000 mile power-train warranty applies here.
In the interest of doing away with owner”s manuals with the thickness of the Bible, Equus owners will be receiving their manuals not on a space saving CD-ROM or flash drive, but a brand new Apple iPad.
2011 Hyundai Equus:
– By: Stephen Calogera
Source: Motor Trend