Despite its success, Hyundai continues to invest in design and to create a luxurious feel

Article by Christian Andrei, on April 11, 2012

Hyundai has achieved a lot in the past years and has outpaced most of its rivals but even so, it is continuing to invest on its design and to give its brand a luxurious feel. One of its strategies is to send off a group of its dealers to find out first-hand just what makes premium service brands successful. Hyundai then seeks to apply this type of pampering to its cars and its services.

It wants to totally eradicate its reputation of producing low-quality vehicles. There was a time when its Accent sub-compact was named the "Accident" and “Tragic” was how people called its boxy Trajet 7-seater.

When Hyundai began producing cars about 40 years ago, it had to borrow designs and engines as well as suspension and transmission technology. Hyundai and affiliate Kia Motors are now outperforming the market even during the economic crisis that had hurt the auto industry. They were able to do this by producing models that are both stylish and affordable and offering risky promotions.

Its cheaper currency also helped. However, customers are still not agreeable to paying higher just because it’s a Hyundai. This means that profit growth can’t be guaranteed and so now, the company is being cautious with its capacity level and new product launches.

In a Reuters’ interview, Sean Kim, senior vice president of Hyundai's domestic marketing group, said that the automaker wants to be regarded like Apple's iPhone instead of Samsung's Galaxy, explaining that these two offer various levels of customer satisfaction.

Topics: hyundai

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