The Genesis will achieve two goals: One it will deliver 90% of what a ES, M45, E-series, or 5-series will deliver for approximately 65% of the price.
Utility = Price / Benefit Ratio
This will make some who deploy logic that is not only guided by emotions (but not all people) to consider the premium one should pay for a recognized brand - lexus, mb, bmw, etc... In the end they may still go for the BMW, etc..., but the whole point is that it will make them think. Well the Genesis is really a pretty good car, but I cannot deal with the stigma the name carries with it (some ppl may think this and they are free to if they are willing to pay a price premium - it's a free capitalistic world). However, they should understand that it is their own insecurities that they are actually paying a premium for (not only in cars, but probably every other consumer good they purchase). For others (and it may be a small %) that are looking for this class of car, they may consider this car.
Someone who is considering a tsx / csx should not be down playing this car, b/c those cars are not in the same class.
In the end this car - is for those who are strong in their confidence and self-esteem and acknowledge that value and what others think isn't the most important thing. They are the people who may think at the grass roots level. Changing the image of a brand is never easy, but it takes a long time horizon and I think that Hyundai has done a great job at implementing stage one of their game plan. At one point in time, a long time ago people in north america had a stigma with the brands: honda and toyota....things change and hyundai is not out to win in the short term, but they are playing a game of auto-political chess with the other automakers.
The second thing hyundai's strategy does is that it helps others perceive their other cars as "quality" cars via assocations with their higher end cars. Kind of how vw used the phaeton, but the phaeton was overpriced. (It just like how some ppl think hyundai cars are junk, b/c they associate with the hyundai pony). So starting a second brand (eg. toyota-lexus) to help their premium cars defeats this goal. It helps elevate the brand (slowly) in it's market position. Moving it closer to Honda / Toyota / Nissan...etc...in the minds of prospective buyers (of say an elantra, etc...).
If anyone else can add to what they think Hyundai's long-term strategic plan is with the intro of the Genesis car that would be awesome.
( original link http://www.redflagdeals.com/forums/showthread.php?t=538614&page=4 )
Utility = Price / Benefit Ratio
This will make some who deploy logic that is not only guided by emotions (but not all people) to consider the premium one should pay for a recognized brand - lexus, mb, bmw, etc... In the end they may still go for the BMW, etc..., but the whole point is that it will make them think. Well the Genesis is really a pretty good car, but I cannot deal with the stigma the name carries with it (some ppl may think this and they are free to if they are willing to pay a price premium - it's a free capitalistic world). However, they should understand that it is their own insecurities that they are actually paying a premium for (not only in cars, but probably every other consumer good they purchase). For others (and it may be a small %) that are looking for this class of car, they may consider this car.
Someone who is considering a tsx / csx should not be down playing this car, b/c those cars are not in the same class.
In the end this car - is for those who are strong in their confidence and self-esteem and acknowledge that value and what others think isn't the most important thing. They are the people who may think at the grass roots level. Changing the image of a brand is never easy, but it takes a long time horizon and I think that Hyundai has done a great job at implementing stage one of their game plan. At one point in time, a long time ago people in north america had a stigma with the brands: honda and toyota....things change and hyundai is not out to win in the short term, but they are playing a game of auto-political chess with the other automakers.
The second thing hyundai's strategy does is that it helps others perceive their other cars as "quality" cars via assocations with their higher end cars. Kind of how vw used the phaeton, but the phaeton was overpriced. (It just like how some ppl think hyundai cars are junk, b/c they associate with the hyundai pony). So starting a second brand (eg. toyota-lexus) to help their premium cars defeats this goal. It helps elevate the brand (slowly) in it's market position. Moving it closer to Honda / Toyota / Nissan...etc...in the minds of prospective buyers (of say an elantra, etc...).
If anyone else can add to what they think Hyundai's long-term strategic plan is with the intro of the Genesis car that would be awesome.
( original link http://www.redflagdeals.com/forums/showthread.php?t=538614&page=4 )
