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Hyundai to gun for BMW

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IOL mot dec8 hyundaigenesis

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Hyundai Genesis coupe proves that Hyundai can create a sporty rear-driven car. Now Genesis is set to become a completely separate brand.

It is no secret that Hyundai is really going places on the global sales charts, the Korean car giant having pretty much proven that it can now make products that compete with the mainstream and more.

Now it seems that Hyundai wants to rival the very best. According to the Wall Street Journal, Hyundai is considering turning its Genesis nameplate into a fully-fledged sub-brand that will compete with Lexus and other premium badges.

Delving into these waters, it would naturally have to counter BMW, Mercedes-Benz and Audi as well as Nissan's Infiniti division and Honda's Acura sub-brand.

Hyundai already has a solid basis to work from, with two rear-wheel drive sedans in the form of the 5 Series-sized Genesis and 7 Series-sized Equus, and the smaller Genesis coupe.

Hyundai's premium plans would stretch further than that, according to the carmaker. A BMW 3 Series rival would also be on the cards, as well as a crossover SUV to compete with the Lexus RX range.

However, Hyundai is currently considering three different options as far as its premium offerings go.

One option is to simply keep its premium products badged as Hyundais, another is to go the Genesis route and sell the products in a separate section of its dealerships and the final scenario would entail completely separate dealers.

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bill, wrote

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07:02pm on 8 December 2010
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Hyundai resale values are now very high, in fact close with dealers used margin to a new car for a 12 month old unit. The warranty Hyundai offer speaks volumes compared to other manufacturers and frankly anyone who thinks these vehicles are copied are simply stupid. The i10 i20 i30 ix20 ix35 are the products of german designers whom have worked at Audi VW etc little wonder the European design looks German as it is! Do some research and you will notice in every market in the world Hyundai have record volume gains. Luck this is not. Quality build good looks and sensible pricing with big warranty, perhaps a good sales combination?

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Yeap!, wrote

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06:42pm on 8 December 2010
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I worked for Hyundai and I can tell they make quality cars. They benchmark and perform reverse engineer in competitors to find what adds value to the customers, exactly like Toyota does. I would love to have a BMW, but I am not prepared to pay the price. Hyundai offers a lot for the price. What is the competitor for the new Sonata 2.0 turbo with 274 HP on regular gas for 25K? I can't see any. Even it is not a BMW it is a solution for the poor man.

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Woodgoat, wrote

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04:46pm on 8 December 2010
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Stupid mentality. If Hyundai is a copy of “BMW”, “Merc” and “Audi” then those brands have to be copies of each other, or what? Make up your minds and choose at least one of those manufacturers. If the Koreans can manage to design cars that look like a combination of the three top brands in the world you should give them more credit!

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@J, wrote

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03:57pm on 8 December 2010
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Hyundai, Kia, Daihatsu, Citroen, Tata, Renault and Peugeot - all those brands ‘resale values are very shocking. Most of the people don’t buy most of those brand’s pre owned. I have seen this from the experience. Brands that are selling well on used vehicle front is Toyota, Bmw, VW, Ford, Mazda, Opel and Mercedes. The rest are junk selling while they are new. I’m very sorry to comment like this but it is true.

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A.S.B.PEREIRA, wrote

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03:08pm on 8 December 2010
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When the first TOYOTAS, NISSANS (DATSUN) and HONDAS came into the world market all the wise people said that their products were copies. HYUNDAI, KIA .... here we go again !!! And than wait for the third or fourth generation of CHINESE autos !!!! They want a big shunk of the world market and have no politicians or trade unions to deal with !!!

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Pauline, wrote

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02:34pm on 8 December 2010
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I say they make good cars. But more is required to give a car snob value - which is why the German products are 'premium'. Many buyers will buy snob value and nothing else. Sad but true. Also, I think, it is about heritage. Something the Koreans still lack at this stage.

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Lesciber, wrote

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02:32pm on 8 December 2010
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Ok guys let’s confess... this is a lexus IS250.... right??? And we all know that the lexus IS250 has copied or rather learned a lot of design from BMW's 3 Series range... Cho!

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j, wrote

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01:58pm on 8 December 2010
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Resale value a problem accrding to Kuvha? Some models such as Azera and old Sonata, yes. You will however not get a used Santa Fe CRDI near book value. If you know of one, let me know pse. Neither a Getz, i10, or i20. You need to adjust you perceptions about Hyundai, Kuvha.

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Ngoako, wrote

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01:38pm on 8 December 2010
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I don't know about cut and paste but this looks like a Lexus IS to me. We can never run away from designing cars that look different because if one design sells you also want a piece of the pie albeit at a lower price

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UrBaN, wrote

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01:29pm on 8 December 2010
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Don't knock Tshigemba - he is telling the truth. Look at the Senata - copied from all 3 German premium makes - test drive shows it nowhere near the performance though. Just shows it may look good be it ain't when it comes to performance. I'd rather pay the extra cash and get the real deal.

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Anonymous, wrote

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12:49pm on 8 December 2010
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Tshigemba...u talking so much nonsense. What about a Hyundai these days is not original and in which way are they copying and pasting from the German 3??? Hyundai is actually a huge industrial empire and your insunuation that they just have to copy and paste shows your ignorance of the brand and the company as a whole. Do some research before spilling ur gray matter across the net.

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Guy, wrote

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12:41pm on 8 December 2010
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@Tshigemba Show me a main stream car manufacturer that does anything original and is not immediately copied by everyone else. Hyundai designs are exciting and innovative. How can you even say that they "copy and paste" the German marques. Which one of those does the Genesis look like?

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Tshigemba, wrote

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12:01pm on 8 December 2010
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Their products are not original. Copy and paste of BMW, Merc, Lexus, Audi. I prefer original brands.

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kuvha, wrote

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10:23am on 8 December 2010
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thats a very good ambitions,it will benefit their customers as well.i think it will increase their sales as the consumer always want the best out of the product.the problem with hyundai is their resale value of their vehicle is shocking.if you want to tradein the vehicle every one run away not want to give the cover it is so bad.those who want to take in your car they want it for less with huge settlement left behind it is crazy

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