Should Hyundai Build A Luxury Crossover?

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Thread: Should Hyundai Build A Luxury Crossover?

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    6.2 Liter LS9 Supercharged V8 Premium Member Sal Collaziano's Avatar
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    Should Hyundai Build A Luxury Crossover?

    What ever happened to the Veracruz? That was a pretty nice Lexus RX350 competitor. I still believe Hyundai will eventually create a sub brand for "Genesis" vehicles and they'll surely need a solid crossover suv if they do. The Santa Fe has been around for a long time (both the Santa Fe and Veracruz sold side by side) and it's a good "Hyundai" crossover but it's not exactly luxurious...


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    Re: Should Hyundai Build A Luxury Crossover?

    The Veracruz never sold well at well. Not even in South Korea. Hence why Hyundai decided enough was enough and did a proper LWB Sante Fe.
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    Re: Should Hyundai Build A Luxury Crossover?

    I'm guessing the Veracruz didn't sell because the Santa Fe was very close and was a good bit less expensive. The Veracruz was more upscale and I think it would have had a better chance at succeeding as a Genesis badged vehicle...

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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by Sal Collaziano View Post
    I'm guessing the Veracruz didn't sell because the Santa Fe was very close and was a good bit less expensive. The Veracruz was more upscale and I think it would have had a better chance at succeeding as a Genesis badged vehicle...
    Well it would have helped had it been RWD.
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    Re: Should Hyundai Build A Luxury Crossover?

    The Veracruz was simply an extended wheelbase version of the CM Santa Fe with different engines and different name - the replacement follows the same origin, an extended wheelbase version of the DM Santa Fe with different engines and different name.

    Only difference on the DM in North America is that the SWB is called Santa Fe Sport and the LWB just Santa Fe.

    The market for the LWB isn't huge which is why all production is in Korea alongside the RoW SWB version - RHD sales would be minute so no RHD version.

    I'd buy a LWB Santa Fe, in RHD, if it followed the Veracruz and used the S-series 3.0 V6 turbo-diesel but I might literally be the only person in UK to want that so it's no surprise it's not happening - I guess there would be some demand for the LWD Santa Fe in RHD in Australia but not nearly enough to justify production - despite the fact that the RHD engineering is already done as the LWB/SWB are identical from the A-post forward.

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    Re: Should Hyundai Build A Luxury Crossover?

    A Hyundai Genesis CUV sounds like a pretty neat idea, actually. Give it the option of Tau V8 power and tech on par with the Acura MDX and Infiniti JX.

    I used to drive an 07 Santa Fe and loved it. The V6 was buttery smooth and the sound system was bright and clear. Interior and exterior build quality were excellent, not to mention rain/snow and cargo capabilities. I didn't think I'd be so smitten with a CUV.
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    Re: Should Hyundai Build A Luxury Crossover?

    uhhhh..............who cares?.....its hyundai

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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by vette61 View Post
    uhhhh..............who cares?.....its hyundai
    They sold 7.5 million vehicles last year.


    A LOT OF PEOPLE CARE.
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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by vette61 View Post
    uhhhh..............who cares?.....its hyundai
    They're not into light-duty pickups - but they do sell more cars globally than GM !!

    And judging by what's on sale in Europe - Chevrolet, Opel/Vauxhall and Cadillac - then better cars than GM as well.

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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by Jesda View Post
    A Hyundai Genesis CUV sounds like a pretty neat idea, actually. Give it the option of Tau V8 power and tech on par with the Acura MDX and Infiniti JX.

    I used to drive an 07 Santa Fe and loved it. The V6 was buttery smooth and the sound system was bright and clear. Interior and exterior build quality were excellent, not to mention rain/snow and cargo capabilities. I didn't think I'd be so smitten with a CUV.
    Yes, definitely a 5.0 liter V8 as an option, but starting off with a 2.0L turbo four cylinder and 3.8L V6. I don't think they specifically need an R-Spec version but the V8 would be nice. Oh, and RWD or AWD.

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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by Jesda View Post
    They sold 7.5 million vehicles last year.


    A LOT OF PEOPLE CARE.
    A lot of people still think like old GM. I guess it's just an American thing.
    Last edited by Sal Collaziano; 02-06-2014 at 11:21 AM.

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    Re: Should Hyundai Build A Luxury Crossover?

    If Hyundai wants to start building luxury cars, that's fine. Problem is, they need a separate luxury brand to do it. And they're too stubborn to actually do that.
    So no matter how good Hyundais may get, they won't be much of a concern until they get that brand built.

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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by mgescuro View Post
    If Hyundai wants to start building luxury cars, that's fine. Problem is, they need a separate luxury brand to do it. And they're too stubborn to actually do that.
    So no matter how good Hyundais may get, they won't be much of a concern until they get that brand built.
    It's not a question of being stubborn - it's a case of gradual evolution and recognition that any global luxury brand only gets one chance to launch successfully - you can't just stick new badges on cars and get brand recognition.

    The world automotive industry has plenty of examples of how not to do it - GM provides several and the Toyota/Lexus business model doesn't work in other parts of the world as it works in North America.

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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by Ruperts Trooper View Post
    It's not a question of being stubborn - it's a case of gradual evolution and recognition that any global luxury brand only gets one chance to launch successfully - you can't just stick new badges on cars and get brand recognition.

    The world automotive industry has plenty of examples of how not to do it - GM provides several and the Toyota/Lexus business model doesn't work in other parts of the world as it works in North America.
    Yes. Normally. But in the case of Hyundai, it's stubbornness.
    Their belief is that the "Hyundai" brand is strong around the world and doesn't benefit from a luxury nameplate. The VW nameplate is stronger, and it couldn't sustain a $70,000 car.

    And besides that, "Equus" isn't known as "Hyundai Equus" everywhere in the world. So to launch it as that in the US, is kind of odd, given the brand attachment US consumers have. The "Hyundai" brand would be a deterrent.


    GM has never been able to provide adequate brand focus in order to differentiate different brands. That's why they end up spinning their wheels when launching Buicks, Cadillacs, and Chevy's that are all seemingly similar.

    Toyota and Lexus provide ample brand differentiation. Their problem is that after some time of attempting to split off the brands, they ended up going back to rebadging. They're a bit behind in the modular platform programs that the Germans and Jaguar have spent the last couple years implementing.

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    Re: Should Hyundai Build A Luxury Crossover?

    Quote Originally Posted by mgescuro View Post
    Their belief is that the "Hyundai" brand is strong around the world and doesn't benefit from a luxury nameplate. The VW nameplate is stronger, and it couldn't sustain a $70,000 car.
    Hyundai's model availability is very selective - the Equus, Genesis and Azera primarily only in Korea and North America although the next generation Genesis will be test-marketed more widely in markets where the entry level to premium sector is higher.

    I don't know what price the VW Phaeton would be if still on sale in the USA - but then everyone questioned why VW developed it when they have Audi already in the premium sector - it's a good platform for Bentley Continental though!

    Hyunda/Kia understand something that GM doesn't - that global markets all behave differently and that business models which do well in North America don't necessarily do well in other regions/countries.

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