Hyundai to consider integrating its luxury models to create a Genesis sub-brand

According to "Automotive News" reported a few days ago, Hyundai Motor intends to integrate its rear-drive luxury models, creating a Genesis sub-brand. According to the current plan, sub-brands will remain associated with modern brands, use the same showrooms at the auto show, and use the same distribution system, rather than completely independent.

Hyundai Motors is considering integrating Equus, Genesis Sedan, and Genesis Coupe to create a new Genesis sub-brand. Modern U.S. CEO John Krafcik revealed that the plan to establish a sub-brand is in the discussion stage. The company has studied tens of thousands of related issues and put forward more forward-looking issues, similar to “We will do so. What is the result?” Or “Should we consider doing this?” and so on.

However, Kravchek emphasized that the above is merely a deduction. The company values ​​the glory of modern brands that Equus, Genesis Sedan and Genesis Coupe have given to them. It will not make plans to change the status quo of the above-mentioned luxury cars as modern brands, but just set up the scope of modern brands. Sub-brands.

David Zuchowski, vice president of sales for modern US sales, said that the proposal to use Genesis as an independent brand and to set up a high-priced exhibition at the auto show has been rejected. Genesis has taken its place in the modern brand showroom. .

Genesis’ wing sign “Automotive News” commented that the results of an Asian luxury car opening up an independent dealer network in the US market are not the same. Toyota Lexus has achieved success, while Honda Acura and Nissan Infiniti have not been satisfactory.

Scott Fink, president of Hyundai Motors National Distributors Association, pointed out that Infiniti dealerships in the United States have been in trouble and Audi dealers have struggled for years; despite the fact that these distributors are now successful, But it lost tens of millions of dollars. Modern car dealers are struggling to open up new exhibition halls and establish new distribution systems. However, if sub-brands are established under the modern brand distribution system and they are called “Genesis brand”, they are the correct behavior under the premise of continuous growth of sales of modern luxury cars. .

Fink analysis believes that the benefit of using the same logo for Hyundai luxury cars and midstream models is the "halo effect." Customers buying Genesis at a modern 4S store will undoubtedly enhance the image of the entire brand in their minds. After the customer bought Genesis, he was infected by his wife, then he purchased a Genesis for his wife, and he bought a Santa Fe for his child. This situation greatly promoted sales.” If Genesis only maintains a sub-brand position under the modern category , it will not harm the halo effect brought to the modern brand.

In addition, consumers have become interested in the unique signs of high-end models of modern brands. Some of the 2012 modern Genesis customers require dealers to remove H-shaped logos from modern brands and replace them with Genesis wings.

David Cantin, general manager of modern distribution in South Brunswick, New Jersey, United States, gave a data: 90% of Genesis buyers changed the logo, and the motivation was not to “cover this The fact of a modern brand model is just to make the car look better."