Can Hyundai REALLY Beat Lexus Or ANY Of The Other Premier Brands?

why not?.... Lexus used the exact same strategy to compete with Mercedes Benz..... Now that Lexus is considered *number 1* of all the Japanese Luxuries.... I can feel that lexus is starting to cheapin their materials in order to make more profit on each of their products.... but even though they are number 1.... it never meant that Koreans couldnt come in and establish colonies as well..... if they really do pull this off.... Hyundai might just be able to turn heads away from the LS460

— shabaru (View Profile)

Posted on 12/22/2008 2:39:37 AM | reply to this comment | Votes: 2   

hyundai may be able to produce cars on par with other japanese automakers, but i dont think they will achieve the same prestige-ness that they have. it will take a lot more than just a genesis. it will take years of marketing and a continuation of well engineered vehicles

— LexusKindaGuy12 (View Profile)

Posted on 12/22/2008 2:57:13 AM | reply to this comment | Votes: -3   

Why even pose this question, when the answer is early - Yes?

Every car company started somewhere, including Mercedes, BMW, Lexus, Audi etc., and one could easily conclude that no vehicle manufacturer in history has accomplished more in such a short amount of time than Hyundai.

Just think about it, it was a mere 20 years ago that Hyundai was best known for producing rolling jokes like the Excel, and now they're being (favorably) compared to some of the (alleged) finest luxury automobiles existent.

— DaHarder (View Profile)

Posted on 12/22/2008 3:00:17 AM | reply to this comment | Votes: 10   

The point is not to beat them, but JOIN them.

— Bored (View Profile)

Posted on 12/22/2008 3:42:16 AM | reply to this comment | Votes: 4   

LOL! With fake wood, pleather interiors and an overall wonky design philosophy, the Q45 has never been a serious challenger to the LS. Especially from the second generation forward.

After driving several generations (1990, 1998, 2003) of Q45's extensively, I can see why the Acura RL and the Lexus LS easily stole its marketshare.

Back to the drawing board, Nissan!

— ChuckG20 (View Profile)

Posted on 12/22/2008 8:09:50 AM | reply to this comment | Votes: -3   

Chuck is the new Michael Taylor!

001

— Agent001 (View Profile)

Posted on 12/22/2008 1:48:13 PM | reply to this comment | Votes: 2   

StarSearch-

Actually, Acura was the first Japanese luxury car company, not Infiniti. But whatever....

— kut17 (View Profile)

Posted on 12/23/2008 2:55:07 AM | reply to this comment | Votes: 1   

I think that they could have if they had rebadged their products.

The difference with Infiniti and Lexus is that when they launched, they had their mission statements, and their covenants, and their goal to be a Premium Luxury Brand from the get go. I don't think if Toyota has been on the badge of the original LS400, it would have had the same impact.

There are many things that Hyundai is doing right, but they have to define their market. If you are going to have the Genesis, the Genesis Coupe, and now upscale the Sonata, you cannot have them on the same lot as a $199/mo Elantra.

The Genesis and Sonata are in the right direction. They need to upscale the Vera Cruze to compete against the new RX in February. They need stop trying to be a budget brand AND a luxury brand. You can still be a luxury car with a budget, like Lexus, but you need to let Hyundai be Hyundai.

— adamsaf723 (View Profile)

Posted on 12/22/2008 3:58:18 AM | reply to this comment | Votes: 3   

IMO...

Design wise they could possibly pull it off if they become more original (as in design some hyundai specific traits that are worthwhile ie kidney grills and halo lights for BMW).

In terms of materials that they use, I was actually semi dissapointed when I saw the genesis in person. Yes it was a good looking car and the finish was done well. But there are subtle things like using mat black plastics in between the doors. On top of that I tend to notice that high end cars tend to make a nice bold heavy noise when you shut the doors (talking about the "bam") but the genesis almost had that rattling hollow sound when you close the doors.

As for performance wise, yes they can build a V8...but I've test drove the Genesis and it no where handles near as well as what a Lexus, BMW, etc does.

so... I personally think Hyundai sure they have the right mindset and direction in going to possibly tier one...(who knows) but they have a lot of catching up to do.

PS- Is it just me but when I look at pictures of the Genesis Coupe...I see a Tiburon or what ever that other 2 door coupe they produce is called and not a "GENESIS COUPE"

— RNeekChic (View Profile)

Posted on 12/22/2008 4:37:25 AM | reply to this comment | Votes: 1   

No, they can't.

— motor1 (View Profile)

Posted on 12/22/2008 6:40:07 AM | reply to this comment | Votes: -1   

what is that picture a BMW 5 Series with a hyudai badge.....I wouldnt say they would be able to beat them but they will be able to compete if they do a rebadge of their brand. NOBODY will ever consider hyundai as a luxury brand even though they came a long way since the late 80's they still have a long way to go to compete with any of the top luxury brands

— B7FAN (View Profile)

Posted on 12/22/2008 7:40:43 AM | reply to this comment | Votes: -3   

Hyundai would be better off launching a seperate, higher-end sales channel. The Hyundai brandname itself isn't strong enough to carry a hypothetical 70k sedan, for instance.

— ChuckG20 (View Profile)

Posted on 12/22/2008 8:17:11 AM | reply to this comment | Votes: -1   

Hyundai has to beat toyota, nissan, VW etc... before they can take on the luxury brands. They have yet to do that.

— 0to60 (View Profile)

Posted on 12/22/2008 8:46:04 AM | reply to this comment | Votes: -4   

It will take time but i believe that is where Hyundai is headed. The first salvo was the genesis. Next comes a redesign of all their vehicles moving them more upscale with solid engineering to match. Lastly, the dealership experience has to be heavily revised. It will probably take 5 years but i believe they will do it.

— hyundaifansdotcom (View Profile)

Posted on 12/22/2008 9:14:05 AM | reply to this comment | Votes: 1   

When Lexus was launched they had one very good car and a Camry in drag. What they were selling was not a car but the experience of luxury in their car dealers. My wife has a ES350 and as much as I HATE the car I love taking it to get serviced. Free wireless internet,ESPN and three plasma screens, complementary coffee,tea and cookies. You get treated like you just spend 45k on a car and due to the experience that you just had you dont mind. Hyundai is going to need

— NItePhire (View Profile)

Posted on 12/22/2008 9:56:17 AM | reply to this comment | Votes: 7   

Hyundai cannot compete with Lexus, BMW, Mercedes, etc. People see Hyundai as budget car. Even if they design something to 'look' like a luxury car (on the outside), it's what's inside that counts. They cannot go cheap on the interior, either fit/finish or technology and expect to compete outside of their class.

— BSBB (View Profile)

Posted on 12/22/2008 10:12:01 AM | reply to this comment | Votes: -3   

Can Hyundai REALLY Beat Lexus Or ANY Of The Other Premier Brands?

Yeah, if you're into generic styling because you want to save a few pennies.

— EL34 (View Profile)

Posted on 12/22/2008 10:26:08 AM | reply to this comment | Votes: -10   

Have u seen the new nissan maxima first thing I like was the exterior design once I got inside the dash looked very cheap and I was dissapointed.

I saw the Genesis Sedan and I can say wow its very well made but for Hyundai (I havent drive one yet)should have enter the USA market with the Logo of South Korea sedan, the wing logo and a new brand Dealer beside the Hyundai make the same Lexus and toyota strategy but I know making a new brand segment cost alot and The Genesis is the only car that would be available if it was ever made and then the coupe, but why not make an SUV since the Borrego from kia is a Genesis made SUV and then 3 model that could had been made for a Genesis Dealer, a part from the Hyundai line up, but since they enter as Hyundai Genesis people would be more impressed if they didnt know was from Hyundai and was another luxury car segment

— Tuscani (View Profile)

Posted on 12/22/2008 10:29:06 AM | reply to this comment | Votes: -9   

I'm not sure if they'll ever beat those brands anytime in the near future. But I also know better to never say never. But I do think they've accomplished their mission of showing the world they're no longer the pushovers that make bad cars.

— PlanB (View Profile)

Posted on 12/22/2008 10:38:20 AM | reply to this comment | Votes: 0   

Not a snowball's chance. Not until they completely revisit their entire manufacturing process and approach. No more reusing outdated Honda tooling, for example. Bragging about a long warranty (for the original sucker only) when your car's always in the shop is no substitute for building quality in from the start. The Korean nameplates are 20+ years away from the quality levels offered by today's Japanese nameplates, i.e., they are where Datsun and Toyota were in the late 1960's.

This proposition is preposterous.

— Here2Infiniti (View Profile)

Posted on 12/22/2008 11:16:37 AM | reply to this comment | Votes: -9   

Yes.

The moment when you start to believe that your untouchable is when you make yourself weak.

Merc and BMW allowed Lexus to take hold in the U.S.

If Hyundai takes off with higher end models, it will only be because BMW, Merc, and Lexus allow them to do so.

Arrogance should be reserved for the customers. There is no place for feelings of superiority in the leadership of a company.

— answer (View Profile)

Posted on 12/22/2008 11:53:39 AM | reply to this comment | Votes: 3   

Simple answer to the question: NO. Korean cars are crap.

— 204E60 (View Profile)

Posted on 12/22/2008 1:09:45 PM | reply to this comment | Votes: -9   

Honestly, I have to say no. I think there target should and will be Honda, Nissan, and Toyota. I highly doubt anybody shopping for a Lexus, Infiniti, Mercedes, or BMW will cross shop them with Hyundai, as they are in a different class.

— PerformanceGuy (View Profile)

Posted on 12/22/2008 1:15:32 PM | reply to this comment | Votes: -9   

It can possibly happen, but it will take quite sometime. And when it does it will not only affect Lexus, but also MB, BMW, AUDI, etc...but it will be a long battle for Hyundai to convince the real world consumers about their products, especially on the luxury level...and the only company that can actually produce luxury vehicles even at a competive price in the near future, then what this company offers today is Lexus(if they have too)and maintain luxury brand quality and performance,...not even MB, BWM, and Audi, etc...can afford to do that even if their life depending on it.

— BigShow50 (View Profile)

Posted on 12/22/2008 2:32:52 PM | reply to this comment | Votes: 4   

No. Nothing more need be said.

— thstone (View Profile)

Posted on 12/22/2008 2:44:19 PM | reply to this comment | Votes: -6   

I don't think it can. See, for decades Toyota was known for making reliable cars with good quality, this was the key for making Lexus succeed and make its competitors to follow its lead. But Hyundai, is known for poor reliability, and they really don't have anything else other than less expensive and 100k miles warranties. To be in this segment, quality and reliability is #1, the buyer needs to make sure he's spending his money on something that's worth it.

Besides that, the new Genesis' design is just old, looks like the old Infiniti I35, so no new lines in the Genesis design.

— Designer1 (View Profile)

Posted on 12/22/2008 3:46:31 PM | reply to this comment | Votes: -1   

if they really do pull this off.... Hyundai might just be able to turn heads away from the LS460

LMFAO....the LS outsell the S, 7 and A8...FACT, what fool will turn there heads after looking at those top 4???? i forgot old people like these cars

back to the topic, yes it will hurt the GS, 5 and E...it out performs and out handle all 3 of them...lol

— Denali (View Profile)

Posted on 12/22/2008 3:53:53 PM | reply to this comment | Votes: 2   

Ooohhhhh boy. All of the Hyundai loyalists have come out of the woodwork to deboost any negative comments about Hyundai. It only gets better.

— BSBB (View Profile)

Posted on 12/22/2008 3:54:34 PM | reply to this comment | Votes: 2   

lexus many not have sportyness of BMW and Infiniti...
its all depend on market and products...
in 2006 Infiniti came up with M35/45, they sell more than GS. But Infiniti's EX is big faliure. But Lexus build what customers wanted,the products like ES350 and RX350, those car anyone with descent job can afford it. If Infiniti or Acura can buil the car/suv to beat that they may have a chance there. I really don't think BMW and MB want to beat Lexus in sales in NA market. this is very critical market. for example, if benz had vehicle like RX/ES, anyone with $60+ or person can afford it. when u go to Benz service person with $500K plus car is served with another junkey. I don't thnik i like that.

Lexus is become a like buick or acura. But they do make some good realiable cars. if next generation like to drive cars like BMW and Infiniti they will out run Lexus in long run... having said this Lexus/Toyota have money and resource to build anykind of car they want

— pchera01 (View Profile)

Posted on 12/22/2008 4:45:31 PM | reply to this comment | Votes: -2   

NItePhire there is something very wrong with your story. I dont particularly like the ES350 either because it is front wheel drive but, it serves its purpose. Why would your wife be driving a car that you hate. Something is wrong with this picture. I can understand if you flat out hate it because sells like hot cakes. Or maybe because its too soft for your taste. We want to know the real reason why you hate a 35k entry-level luxury car that your wife drives.

— lexworld (View Profile)

Posted on 12/22/2008 7:38:03 PM | reply to this comment | Votes: 3   

Agent 001 to respond to your question. From an image point of view there's just no way. Realistically, Lexus rolls with the big boys. Most people that can truly afford a 50-120k car(luxury image car) is going consider a Merc,Lex,Bim,Aud and maybe a Jag. If you talk to anyone in that arena you will find the LS460/600 right at the top of their list. Now if they start looking at JDPowers,customer satisfaction and the Lexus buying experience, well Lexus will sure enough be hard to beat.

— lexworld (View Profile)

Posted on 12/22/2008 7:59:17 PM | reply to this comment | Votes: 5   

C'mon the American people are much smarter than that, or at least I'd hope so. Hyundai will NEVER compete at the same level as the luxury marques. People who shop for a Mercedes or BMW or even a Lexus do not visit their local Hyundai dealership to check out the competition. Business CEO's wont and don't view Hyundai as a luxury brand let alone ever being seen in one. Hyundai introduced the Genesis hoping to steal sales away from Lexus but the fact of the matter is that they haven't even come close to stealing sales. The Genesis' closest competitors would be the likes of Nissan Maxima, Chrysler 300, or Toyota Avalon. While I admit exploring new territory is a good thing but sometimes it's better to stick to what you know best and don't swim in open waters. So the answer is NO.

— Tonee (View Profile)

Posted on 12/22/2008 8:39:26 PM | reply to this comment | Votes: 3   

Yes, Hyundai Genesis can compete for buyers looking for a great car at a good price. Saw a review on SpeedTV with Tommy Kendal. He loved V8 Genesis. Would not be suprised to see Hyundai develope "sports activity coupe" ala BMW X6.

— Dr550 (View Profile)

Posted on 12/22/2008 9:25:20 PM | reply to this comment | Votes: 1   

What Hyundai should do is stop taking replicated styling cues from other makes(making a bad chinese habit)....this does not make them "A distinguished luxury brand"...it's only their pricing...that sets them apart. Hyundai came in a tough time to sell a luxury brand where there is too many competition in relaibility, performance, and of coarse styling...too bad they can't at the moment come up with their own ideas...or even have balls to replicate other brands and say "we are just as good"...yeah whatever!!! Kinda close but no cigars kids!!!...LMAO!!!

— BigShow50 (View Profile)

Posted on 12/22/2008 9:37:11 PM | reply to this comment | Votes: 2   

Lexus did it. Hyundai is building a platform that should carry the brand further. Maybe we will see other carmakers outsourcing their lexlike cars to Hyundai soon. Re-Badge engineering anyone?

— dodgedart (View Profile)

Posted on 12/23/2008 1:53:14 AM | reply to this comment | Votes: -2   

There's 2 aspects affecting Hyundai's future.

True, they have improved more and faster than any other brand, and if they can continue at the current rate, ... well, then they'll beat everyone.

However, when the improvements come from copying technology invented by others, then Hyundai, like Lexus, will hit a wall. Once you've matched what the Germans are doing, you can't progress until they come out with something new for you to copy.
Based on that, they can match Lexus.
But they may not be able to get any further.

— DieselRules (View Profile)

Posted on 12/23/2008 2:08:51 AM | reply to this comment | Votes: 0   

I don't know if Hyundai CAN beat Lexus or BMW or Audi or Mercedes, but as of now, they are in no way on the same level as those brands. People on this website are Hyundai-Whores and will dismiss all I have to say, but I have driven the latest Hyundais, and while they are an improvement, they're nothing compared to the real luxury cars, including the Genesis. Hyundai just does what it does best: cuts corners and rips off other cars' designs. But in all honesty, Hyundai needs to make MAJOR improvements to be considered a luxury car.

— kut17 (View Profile)

Posted on 12/23/2008 2:41:57 AM | reply to this comment | Votes: 2   

Lexus has more to worry abut from Buick then Hundai and that sure ain't much. Their demographics are frighteningly close already.

BMW. Mercedes and Audi - different customers that will never embrace Hyundai.

— Krazeeddd (View Profile)

Posted on 12/23/2008 2:12:10 PM | reply to this comment | Votes: 2   

yep, Hyundai can beat Lexus off.

— bluedart (View Profile)

Posted on 12/24/2008 1:31:40 AM | reply to this comment | Votes: 2   

I'm starting to become a beliver. Now if only

Hyundia could build an affordable Knock-off of the Bentley Arnage. Maybe a sedan with a Yanmar Diesel?

That would make a nice business sedan for me and my work.

— mercuryguy (View Profile)

Posted on 12/24/2008 11:51:00 AM | reply to this comment | Votes: 2   

I think a big target for these luxury Korean cars are for Koreans themselves, living in or out of Korea. Many Koreans, even the younger ones, still despise Japan because of the war. They try to avoid buying Japanese goods, and will often choose their country's own products because of their unusually high amount of nationalism.

If Koreans are to try to appeal to a broader audience they need to build respect for not only a particular brand's image, but the country as a whole. Right now they're mostly known to make cheap knock offs. Samsung's iPhone knockoffs were horrible (especially on the software side - the best part of an iPhone - even Taiwan's HTC make much nicer competitors to the iPhone), their TV's are decent but definitely not category leaders against to Sharp, Sony, etc... Their cars have only recently started to become competitive in the economy car market.

I think if they want to gain the necessary respect they need an angle. When Lexus came out it was marketed as a Mercedes with Japanese build quality, reliability, and their super quiet interiors. At the same time other Japanese makers gained a lot of respect and built a loyal fan base from it's cars like the Toyota Supra Twin Turbo, Nissan 300ZX, Mitsubishi 3000GT, etc... Previous to these cars your options were basically Corvette, Camaro or Porsche. With it's previous reputation of building high quality, reliable cars, now with respectable high performance cars, it was easier for Americans to accept a luxury Toyota named Lexus. Hyundai has primarily focused on economy cars, no performance cars or anything with unique engineering or technology. Hyundai's early attempts at luxury cars were complete design knock-offs of Jaguar, Mercedes, and BMW. That's not a great intro into this very discriminating market.

I really don't think Hyundai is trying to steal BMW/Lexus/MB customers. Mostly because it's not working and I don't think they're that dumb. I think they're going for a totally different crowd (Koreans, Camry, Accord, etc...)

— polyester1970 (View Profile)

Posted on 12/25/2008 12:43:10 AM | reply to this comment | Votes: 3   

that looks exlatly like bmw

— lambo98 (View Profile)

Posted on 12/25/2008 2:07:39 AM | reply to this comment | Votes: 2   

for many of the reasons given above, hyundai may well pull this off. but it'll take at least 5 - 10 years.

and, much as they're trying to avoid the cost, they will also HAVE TO OPEN a 2nd, upscale sales channel. for anyone questioning this, two words: vw phaeton.

— XYZZ (View Profile)

Posted on 12/27/2008 7:14:37 AM | reply to this comment | Votes: 1   

The topic here is NOT about Hyundai's reliability or build quality - it's about "can Hyundai compete with Lexus or other luxury brands in the LUXURY MARKET." There's little question that Hyundai's are on the short list of any consumer considering a Corolla or Civic, but is it on the list when consumers are considering a Lexus, BMW or Mercedes? My guess is, for the most part, no.

Most people have accepted modern Hyundai's as being cars with good build quality and reliability. But a luxury car isn't only about that. Luxury is mostly about perception. There's several ways to market a product so consumers perceive your product as luxury so they're willing to pay the premium price tag for it. If I were Hyundai this would be my road map for engineering & marketing Hyundai as a luxury car:

1. Reliable - DONE
2. Build Quality - DONE
3. Quality Materials - PARTIALLY DONE (door slam needs to sound like a BMW, not a Corolla)
4. Probably a new name for the luxury line-up
5. Unique, Original and Attractive Exterior Design
6. High-Performance Engineering (fast, power engines, high-end transmissions, etc...)
7. High-Tech Engineering (innovative engines, innovative non-gasoline engines, innovative technology inside, etc...)

Good luck Hyundai!

— polyester1970 (View Profile)

Posted on 1/2/2009 6:30:14 PM | reply to this comment | Votes: 1