Why do some of Genesis have the Hyundai logo and some have the wings?

[audifox]

I noticed that several of the 2010 Genesis have the Hyundai H and some have the Genesis Wings why is that? I think the wings look awesome compared to the lowly Hyundai H logo. Actually, if I were Hyundai I would remove the H on the whole Genesis lineup and I would also add the Veracruz to the Genesis nameplate and give it the wings as well. I think when you spend nearly $50,000 on a car you probably don't want the Hyundai logo. This would have been a great opportunity for Hyundai to create a true luxury brand with the Genesis name and the Genesis wing logo to differentiate a $50,000 car versus their $10,000 Elantra. Unfortunately I don't work for Hyundai marketing. This will go the way of the VW Pheoton if Hyundai keeps raising the price and if they want to compete witht the luxury brands. VW has been around a lot longer that Hyundai and they couldn't do it. They have their luxury makes anyways with Audi, Porsche, Bugatti etc..Another thing that may hurt Hyundai is you have to stop creating orphans e.g Azera

 

[dataguy]

Most are owner-installed and some are dealer-installed (and if they are dealer installed, it's the dealers doing it, not Hyundai, either as options to charge for or because they think it will sell more cars). The only Genesis with factory-installed wings are in South Korea.

 

[dataguy]

Also, some recent threads on branding:

Hyundai Equus on track for States in 2010, name still undecided

Ward's obtains Hyundai doc detailing plan to split off luxury cars in dealerships

Does Hyundai Really Want to Sell the Genesis Sedan?

 

[ajls09873]

This will go the way of the VW Pheoton if Hyundai keeps raising the price and if they want to compete witht the luxury brands.

Absolutely.

That is the reason that hyundai should create new lux brand.

Hyundai Veracruz is a technically better car than Lexus RX. But, it is not selling well.

Genesis sedan is a technically better car than Lexus GS/ES. But, it is not selling well than Lexus.

Actually, The Equus is 'last chance' of create lux brand.

If no lux brand until Equus launch, there is no chance for Hyundai.

If hyundai create lux brand later, They will probably move Genesis/Equus to new lux brand.

They will raise price, relocate these models at new dealershop.

Nothing change. just 'rename it' and 'raise its price'.

People will laugh at hyundai....

If once Equus lauching under Hyundai brand, It is too late.

 

[Disaster]

Absolutely.

That is the reason that hyundai should create new lux brand.

Hyundai Veracruz is a technically better car than Lexus RX. But, it is not selling well.

Genesis sedan is a technically better car than Lexus GS/ES. But, it is not selling well than Lexus.

Actually, The Equus is 'last chance' of create lux brand.

If no lux brand until Equus launch, there is no chance for Hyundai.

If hyundai create lux brand later, They will probably move Genesis/Equus to new lux brand.

They will raise price, relocate these models at new dealershop.

Nothing change. just 'rename it' and 'raise its price'.

People will laugh at hyundai....

If once Equus lauching under Hyundai brand, It is too late.

I tend to agree. Hyundai would do well to have a luxury brand for their higher end products.

However, I don't think you can judge Hyundai's initial sales of Genesis and Veracruz against market leaders and label them a failure. These are expensive vehicles being sold in a recession. People that buy these type of vehicles, don't typically shop at Hyundai, yet they are selling at close to their build rate and Hyundai's expectations.

Companies talk about losing customers as their loyal customers grow into bigger/more expensive products and they don't have the products to sell them. Toyota used to lose full sized car buyers before they came out with their Avalon.

Now look at Hyundai. Their quality has been steadily improving and they are starting to build up a loyal fan base. I have a friend who's family is on their third Sonata and he just bought a Veracruz. If Hyundai hadn't offered the Veracruz he might have been shopping outside the company but instead, they kept him as a customer.

Having said that, it would probably be a benefit to Hyundai, if they could offer a more luxurious selling and servicing experience, to go with their more luxurious cars, and an exclusive name to go with it. I think a totally new dealership structure would be a mistake though. It would cost a fortune, in the middle of a recession, and might actually lose those customers that would make the upgrade leap. They might just as soon drive to the Lexus or Acura dealer than to a separate Hyundai luxury brand dealership.

One other point. Despite competing fairly well with luxury brands, Hyundai is actually selling these vehicles closer to the price of Ford, Chevy, Honda and Toyotas regular vehicles....just with the luxury of Lexus and Mercedes. Take the Veracruz for example. It prices closer to a Ford Edge or Chevy Traverse....but is appointed much better. The Genesis V6 sedan is priced similar to a well appointed Accord or Taurus, but again, is a more luxurious vehicle. We crossshopped for $30-$35K vehicles and nothing could touch the Genesis for value in that price range. One reason for Hyundai's and Kia's growth is they market the best value vehicle in a category. They are continuing this, as they expand their lineup into larger and more luxurious vehicles.

 

[realpix]

I tend to agree. Hyundai would do well to have a luxury brand for their higher end products.
One reason for Hyundai's and Kia's growth is they market the best value vehicle in a category. They are continuing this, as they expand their lineup into larger and more luxurious vehicles.

Apparently the snob appeal is hurting the wealthy and people are coming down with the ostentasiousness (sp) and NOT displaying extravagent wealth.

I like the story where a guy with a Aston Martin traded it in for a Genesis.

So with the price tag 20K less - people are flocking to the Genesis.

Of course every Hyundai dealer that I have been to treats Genesis buyers like regular car salesman do. Certainly not as an upscale car buyer.

 

[Mark_888]

I noticed that several of the 2010 Genesis have the Hyundai H and some have the Genesis Wings why is that? I think the wings look awesome compared to the lowly Hyundai H logo. Actually, if I were Hyundai I would remove the H on the whole Genesis lineup and I would also add the Veracruz to the Genesis nameplate and give it the wings as well. I think when you spend nearly $50,000 on a car you probably don't want the Hyundai logo. This would have been a great opportunity for Hyundai to create a true luxury brand with the Genesis name and the Genesis wing logo to differentiate a $50,000 car versus their $10,000 Elantra. Unfortunately I don't work for Hyundai marketing. This will go the way of the VW Pheoton if Hyundai keeps raising the price and if they want to compete witht the luxury brands. VW has been around a lot longer that Hyundai and they couldn't do it. They have their luxury makes anyways with Audi, Porsche, Bugatti etc..Another thing that may hurt Hyundai is you have to stop creating orphans e.g Azera

As already mentioned, the Korean version of the Genesis has the wing logos (including steering wheel), and some entrepreneurs starting importing the wing logos and selling them on eBay, and it has caught on so much that even some dealers are replacing the Hyundai logos with the wings.

There are two main reasons why Hyundai does not want to create a separate brand right now:

1. It costs way too much money to do that. The Genesis enjoys a tremendous price advantage right now over its competition, and much of that would have to disappear if there was a separate brand. Also, not too many dealers are willing to invest millions in a new dealership these days (and no banks will loan them the money).

2. One of the main reasons for selling the Genesis is to improve the Hyundai brand image, not to get rich selling the Genesis. Hyundai will live or die based on cars like the Sonata, etc, that sell many more units than the Genesis. Many consumers who buy Accords or Camry's are still not even considering Hyundai, and they are trying to improve the brand image with Genesis and Equus to change that mindset. So there is a big advantage to Hyundai in the long run to selling the Genesis as a Hyundai.

 

[crupp]

i agree with not setting up new dealerships. Though a make based over on the ones I have been exposed to would be a big bonus. Like or not image is a big thing with most people.