Hyundai Automotive is known for taking risks in order to compete with the other major automakers. However, the new Genesis luxury model is one of the biggest risks that Hyundai Automotive has attempted. Luckily, analysts are saying it’s not much of a gamble.
The South Korean automaker has had plans to expand its lineup from mere “budget buggies” to something more luxurious and creative. Enter the 2009 Genesis. This luxury vehicle has an astounding starting price of $33,000, much lower than about every other luxury vehicle on the market today.
Hyundai Automotive spent more than $750 million developing the car and its new engine. The automaker hopes this will be a “halo” car, meaning that its “aura of prestige” will bring the reputation of the entire brand up to new heights. The company has even required some dealers to remodel their facility, ask their sales representatives to attend Genesis boot camp and launched a multi-million dollar campaign to bring attention to the new vehicle. All of this is in hopes that consumers will give the new Genesis a chance and at least take it for a test drive.
“This is a very ambitious company,” said John Casesa, a consultant with the auto industry. “They want to do in 10 years what it took Toyota and Honda 30 years to do.” Judging from the press and excitement, Hyundai is going to accomplish its goal. Check your Lansdale area Hyundai dealer for information on features, prices and release dates and reserve your Genesis today!
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