It’s no surprise that Hyundai’s nascent Genesis brand is closely studying the Lexus playbook.
“It’s easier to say who has been successful at doing this than it is who has been unsuccessful. Lexus is the lone example of somebody who has been successful at doing this,” Dave Zuchowski, CEO-Hyundai Motor America, tells WardsAuto in a recent interview here. “Lexus is just a prototypical, Harvard-business-case study in how to launch a vehicle.”
A key to Lexus’ early success was its pricing strategy. The Toyota luxury brand launched the LS large sedan in 1989 at 60% of the price of its German competitors, Zuchowski says.
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