Hyundai is serious about moving upmarket and Edmunds reaffirms these intents as the South Korean automaker is rumored to be developing a new luxury crossover directly aimed at the Lexus RX.
The model could also compete with the next generation Cadillac SRX and the new Buick Envision. After speaking with Hyundai North America’s chief, Dave Zuchowski, Edmunds learned the model could follow in the path of the long-wheelbase Santa Fe, except nicer.
Though, Hyundai’s current issue is deciding how to market and build the car as the new luxury crossover can’t come too close to the long-wheelbase Santa Fe in similarities over fear of product overlap.
Not much else is known, though this could be one of Hyundai’s many jumps into the luxury automarket as they’ve had some sound success from previous entrants like the new Equus and the recently redesigned 2015 Genesis sedan.