The concept of America as the land of opportunity has been memorialized in stories, songs, poems. It is great to live in a country where anyone can become anything.
Hyundai must be relying on this premise to introduce the Hyundai Genesis. Introduced as a concept car in 2006, the Hyundai Genesis will hit showrooms in 2009.
Hyundai has grand expectations. With the Genesis, Hyundai expects to take on Lexus, Infiniti, BMW, and Mercedes.
For its part, the Genesis will give buyers three engine options with horsepower ratings ranging from 264 to 368. Add to this the exterior styling and interior appointments that a car buyer would expect of Lexus, Mercedes, or another top tier luxury carmaker, and Hyundai may have enough to get in the luxury car game.
Perhaps the best feature on the Hyundai Genesis is its sticker price. At around $40,000, it is priced well below competitively equipped luxury cars from top makers. They are about 20k higher.
Perhaps the biggest drawback of the Genesis is its brand name. Although America is a land that allows people a great deal of upward social mobility, the same principle may not hold true for economy car makers.
Many commentators predict that despite the overall quality of the Hyundai Genesis, Hyundai will have a tough time convincing luxury car buyers to shell out $40,000 for a Hyundai, regardless of what they get for the money.
“The luxury and exotic car markets are the toughest segment of the automobile industry to break into,” claims Fort Worth-based small business consultant Ron Sturgeon. “It is even more difficult when a car company starts out in the economy segment and then tries to make the leap. Even Toyota, Honda, and Nissan had to establish new brand names for their luxury lines,” stated Sturgeon.
Sturgeon knows a thing or two about luxury car brands as the owner of an exotic car rental company in Fort Worth, TX. His DFW Elite Auto Rental.com is famous as the best place in DFW to rent a Dodge Viper or rent a Lamborghini Gallardo.
Among recent arrivals at the DFW exotic car rental company are a Venom Red 600 HP 2008 Dodge Viper Convertible and a pair of 2008 Lamborghini Gallardos.
“When people come in to rent an exotic car, the WOW factor plays a major role in their decision. Many folks want the exhilaration of driving a dream car, but they also want to be noticed. That’s what driving a Ferrari, Bentley, or Aston Martin gets you,” continues Sturgeon.
Time will tell if Hyundai can change consumer perceptions enough to join the elite car makers with its Hyundai Genesis.
Written by G.D. Gregory. If you are interested in having me write stories for you or seeing my portfolio, please contact me at ggpsu@yahoo.com.
