*Why would Hyundai want to compete with their sister/parent company?
*Isn't the Genesis already a 3 series competitor based on cost?
*I thought Hyundai changed their minds about launching "Genesis" as a brand years ago?
*I read the next Santa Fe (not the Sport model) would be moving upscale.
1. Hyundai and Kia are just as much competitors as they are partners - which is why they compete against each other in most segments.
2. While the Genesis competes more in the size segment below on price, they have to do that since they don't offer a separate lux brand or dealer network.
Expect the Genesis to get a bump in price for the MCE as they add features and (likely) improve the interior (will have to do so with the new E Class and 5 Series set to launch soon, both of which will get a significant increase in luxury) and by the 3G, the Genesis sedan should start in the low $40k range.
A 3 Series competitor would, of course, have the same type of value equation and would start in the low $30k range (which is where the larger FWD-
lux sedans like the TLX and MKZ are positioned).
3. Hyundai did change their mind at that time (which was wise, since it would have been foolhardy to expect a brand/dealer network to survive on Genesis sedan and coupe sales), but that doesn't preclude doing so in the future (even if it is as a sub-brand) as they expand their lux lineup.
4. Both the Santa Fe Sport and larger SF will be going upscale as each successive generation gets nicer and nicer.
The new
Sorento (esp. in SX-L trim) is nicer than the Hyundai duo and in its top trim, is almost at a luxury level (certainly premium).
The new Tucson simply blows away the outgoing model in style and interior quality.
That being said, the SF won't be priced above its competitors like the Pathfinder (which is a bit larger), Highlander and Pilot, even if the next gen gets a bump in price (say, starting around $32-33k instead of $30k as it does now).
A Genesis-based CUV would start in the low-mid $40k range and be a whole level up in terms of luxury (not to mention being RWD-based instead of FWD-based).
The most sensible of those three proposed options is to launch a Genesis SUV/CUV. I realized that when I bought our Santa Fe Sport. It's just a small step below greatness. I drive it more than my Genesis now. Get it done, Hyundai!
While a compact sport sedan would be nice, agree that a CUV would be the better choice to do 1st.
Ideally, Hyundai should have a larger (midsize) lux CUV and a smaller one.
How would Hyundai sell the SF ( upscale or not) AND a Genesis level SUV/CUV at the same dealerships?
I can see them adding a trim level above the Ultimate (a la
GMC Denali) but a separate vehicle seems like it would confuse and potentially hurt sales
Likely, Hyundai at that point would launch a lux sub-brand, but even if they don't (probably will depend if they have the new coupe ready and/or the smaller RWD sedan), but it's not buyers are confused btwn the midsize FWD Sonata and the midsize RWD Genesis (as stated above, a Genesis based CUV would clearly be at another level in terms of luxury and pricepoint).
I like the idea for a true 3-Series type competitor - and I'm confident that Hyundai can do a better job than
Cadillac did with the ATS.
Cadillac got the driving dynamics pretty much right w/ the ATS - they just muffed up on the other things (like passenger/trunk space, interior quality and ease of use of the telematics (the CUE system, as of right now, really does stink).
By the time Hyundai has its compact RWD sedan ready (reading the tea-leaves, sees like they have halted development of the RK and are trying to get a better gauge of the market interest), it would be dealing with the ATS replacement which will be larger and (hopefully) address the other shortcomings of the ATS.
Getting the smaller platform underpinning the coupe/compact sedan ready would also allow for a compact CUV.
And let's not forget Kia - since they have actually done a luxury CUV concept.
The large SUV - I imagine something the size of a
Buick Enclave - is a very good idea for "Genesis". Perhaps at this point in time more important than a 3-Series sized vehicle.
For the future of Hyundai and, more specifically "Genesis" (as a brand - whether it exists or not) - I feel the large SUV should come first - and THEN a 3-Series sized vehicle. Especially since there's already a Genesis Coupe that can cater to SOME of those buyers...
Agree that righ now - getting a lux CUV to market is of prime importance (if anything, Hyundai should have started development on a Genesis-based CUV a couple or years ago so that it would be ready 2 yrs after the sedan launched).
What makes things interesting is that the new coupe and the compact sports sedan were supposed to share many things (as this time, the coupe would be properly paired), so one has to wonder if Hyundai decides to go with CUV 1st, if the new coupe will be delayed (I supposed one could launch the coupe 1st and then the sedan a couple of yrs after).
As for the 1G Genesis coupe - in terms of fit and finish, can't see why it wouldn't be as good as for the sedan, but at the same time, it clearly was not on the same level of luxury.
The new coupe, while going upscale, is supposed to be paired (properly this time) w/ the compact sports sedan - which means it still won't be as luxurious as the 2G Genesis (but might be closer than one might expect as the C Class has totally raised the bar for the compact segment and supposedly the new A4 is getting a major upgrade in terms of interior as well (and a new 3 Series isn't that far off).
