Hyundai refining dealer strategy for premium models

[Sal Collaziano]

Filed under: Car Buying, Sedan, Hyundai, Luxury



Automotive News reports Hyundai is set to give its sales strategy for premium vehicles a once-over. Moving forward, each of the automaker's five North American regions will have a premium product operations manager. Those managers will all report directly to a senior group manager based at the Hyundai headquarters in California. To begin with, the group will start by identifying what dealers are currently doing right to sell the automaker's luxury hardware. From there, the group will then help spread those practices to the 320 dealerships currently authorized to sell the Equus. All told, Hyundai has some 800 dealers in the US.

The move comes ahead of the launch of the second-generation Genesis and Equus. Both sedans are slated to hit showrooms by early next year. The Genesis debuted in 2008 with the Genesis Coupe following along in 2009, while the Equus first landed on US shores in 2011.Hyundai refining dealer strategy for premium models originally appeared on Autoblog on Tue, 26 Mar 2013 13:30:00 EST. Please see our terms for use of feeds.



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[bmbutler]

Interesting that only the Equus was mentioned as getting feedback to the dealers on improving sales. Hyundai needs a complete overall at their dealerships. Still also think that the Genesis and Equus need to be split off into their own dealerships.

 

[YEH]

^ Hyundai is overhauling their dealer network (esp. as smaller dealerships are bought out by the large mega-brand operations).

And separating Hyundai's luxury lineup into a separate dealer network would mean thousands more added to the MSRP - which hasn't done wonders for the Japanese luxury brands when it has come to RWD sales. Also would mean a delay or reduction of the expansion of Hyundai's luxury lineup (right now, a compact RWD sedan is under development, but a luxury crossover or 2 and a 4-door coupe are also likely to join the lineup).

A separate showroom at Hyundai dealerships would do the trick (giving the option of doing a sub-brand down the road).

 

[homeofstone]

The should get info from Rick Case Hyundai in Duluth (Atlanta) GA. Very good service and great customer relations.

 

[PMCErnie]

Other than a better coffee machine, and some free snacks, my local Lexus of Richmond, VA dealer has nothing over my Pearson Hyundai dealer's service department.

 

[xiaphin]

Interesting that only the Equus was mentioned as getting feedback to the dealers on improving sales. Hyundai needs a complete overall at their dealerships. Still also think that the Genesis and Equus need to be split off into their own dealerships.

Wouldnt be good financially. If Hyundai decided to create its's own Luxury brand like they had previously talked about, then they should have separate dealerships. They would have to add more cars to the lineup as well.

 

[ABNJ]

My local dealer is pathetic and is the furthest thing from a "luxury experience". I bought a 2009 Genesis from Lynne's Hyundai in Paramus, NJ and their loaner car availability is horrible. I called yesterday to bring my car in and was told next available loaner car was available May 10 (one month away!). Couldn't be further from the Lexus experience where you get RX's every time, and can come in anytime.
Can anyone recommend a better dealer in Northern NJ?

 

[homeofstone]

My local dealer is pathetic and is the furthest thing from a "luxury experience". I bought a 2009 Genesis from Lynne's Hyundai in Paramus, NJ and their loaner car availability is horrible. I called yesterday to bring my car in and was told next available loaner car was available May 10 (one month away!). Couldn't be further from the Lexus experience where you get RX's every time, and can come in anytime.
Can anyone recommend a better dealer in Northern NJ?

Nope, but come move on down to Georgia where we have several good dealers and better weather too.

 

[morpheus2969]

^ Hyundai is overhauling their dealer network (esp. as smaller dealerships are bought out by the large mega-brand operations).

And separating Hyundai's luxury lineup into a separate dealer network would mean thousands more added to the MSRP - which hasn't done wonders for the Japanese luxury brands when it has come to RWD sales. Also would mean a delay or reduction of the expansion of Hyundai's luxury lineup (right now, a compact RWD sedan is under development, but a luxury crossover or 2 and a 4-door coupe are also likely to join the lineup).

A separate showroom at Hyundai dealerships would do the trick (giving the option of doing a sub-brand down the road).

I like the idea of a separate showroom within the existing dealership. If they haven't done so already, I would also consider pulling the luxury vehicles from some dealerships altogether and put a certification process in place.