menu

Is Hyundai Trying To Become A Luxury Automotive Brand?

Is Hyundai Trying To Become A Luxury Automotive Brand?
Advertising

After 40 years of making affordable cars, the car maker is attempting to to remake its image as part of the luxury market.

Plus Aziz
  • 24 april 2012
The Korean car manufacturer Hyundai is the fifth-biggest carmaker in the world. They’ve been making a slow climb into the luxury market for the past 5 years as they have been expanding in markets outside Asia. According to Reuters, the company has been making significant investments by sending their researchers through immersive experiences such as luxury salons, hotels, retailers, and wellness services to help them get a taste what is at the heart of a premium brand.
Hyundai is taking an interesting product strategy where not only are they creating luxury cars (such as Equus or the Genesis Sedan) but they’re also taking parts of their product portfolio, like the Santa Fe, and developing its positioning to move it from being a domestic/utility car to being a status symbol in 2013.
What does this mean for Hyundai and how they will continue to meet consumer expectations? One salesperson, who’s been part of Hyundai’s immersive research captures a key take away:
I’ve never been to these places before, but now I understand why consumers like to spend there. They (luxury brands) don’t emphasize how expensive their products are. Instead, they try to explain why they’re worth it. Now I do the same thing. I focus more on explaining a car’s history, its value and its strengths, rather than just talking about price.
Advertising
Trending

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Work
Syndicated Today

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Today

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy

Trending

Get PSFK's Latest Report: Future of Advertising

See All
Home Today

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Today

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

PURPLELIST EXPERTS

Katrin Baumgarten

Technology Artist, Interaction Design

Advertising Today

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Today

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Today

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Automotive Today

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

Work Today

PSFK’s Workplace Vision: The Desk Is Becoming An Ecosystem Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Food Today

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Today

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Today

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design Today

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Today

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

Ai Today

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

No search results found.