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Hyundai Pushes Upscale Towards Lexus

Agent009 submitted on 09/07/2007 Official AutoSpies Timestamp: 3:33 PM
from: www.autonews.com

[130] user comments | category: Misc News

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Hyundai Pushes Upscale Towards Lexus

Hyundai is serious about proving that it is more than an entry-level brand with cheap prices.

Its new advertising agency has created a slew of print ads and TV spots that Hyundai Motor America hopes will change that perception and get consumers to think differently about the company.

The first phase of the two-part "Think about it" campaign launches Monday, Sept. 10. It features teaser spots that don't mention Hyundai by name. The thinkaboutit.com Web address in the spots links to Hyundai's Web site.

The campaign's second phase includes the Hyundai name. It focuses more on Hyundai's vehicle quality and warranty coverage than on individual cars and trucks.

The campaign is the first major work for Hyundai by the Goodby, Silverstein & Partners agency since it replaced the Richards Group last spring. The agency change came as Hyundai sought to move its model line upmarket.

Hyundai did not disclose the cost of the campaign.

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JUGNU - 9/7/2007 4:07:25 PMView My AgentSpace

-9 Boost

I think this type of advertising is better when u already have or ready with the product/products.

Until then it's just a talk.

Hyundai what is your competitor for(or coming soon)
IS/IS-F
GS
LS
LX
GX

hyundai is hardly coming with Lexus ES rival(Genises) and they r looking to completly rival a well established brand(Lexus).
Very tough.

JUGNU

reply to this comment

Agent009 - 9/7/2007 4:13:51 PMView My AgentSpace

+2 Boost

The Hyundai line up is lacking the breadth to Lexus as Lexus does to Mercedes.

rocker - 9/7/2007 4:28:25 PM

+8 Boost

Do all the people from Lexusville have the day off today? Too many articles related to Lexus and WAY too many people spreading the propaganda of Lexus. Do y'all have like secret handshakes and secret decoder rings?

theoptimisticpessimist - 9/7/2007 5:12:08 PM

+7 Boost

"And Lexus will never outsell BMW and Mercedes Benz in the US" (circa 1990)

Designer1 - 9/7/2007 6:22:36 PM

Show Comment -15 Boost

Designer1 - 9/7/2007 6:24:19 PM

-4 Boost

I forgot to comment on this car. I think Hyundai is moving up and someday it will get to where Toyota is today. Good job Hyundai!

If this car is a rear wheel drive, I wouldn't mind driving it, and still pay half the price for other brands.

enthusiastx11 - 9/7/2007 7:11:44 PM

+5 Boost

wow designer.
that's a hateful point of view.

bmw and mercedes make some wonderful cars. that's why they outsell lexus by more than 3 to 1. EACH.

EnnNorak - 9/7/2007 8:21:16 PM

+3 Boost

The coming Hyundai genesis is on my shopping list. It has a powerful DOHC V-8 and RWD with LSD. It will be better than the Lexus LS, at least in value.

enthusiastx11 - 9/8/2007 3:04:42 PM

+1 Boost

furthermore, we don't even know if the lexus brand even makes money. toyota does not disclose those financials. in fact, with the massive amount they spend on marketing, profits may not be that generous (for corporate that is..of course dealers make money).

adamsaf723 - 9/8/2007 6:16:44 PM

+1 Boost

It's still JUST a Hyundai

SixxFive - 9/7/2007 4:12:21 PM

+9 Boost

If Toyota can do it, so can Hyundai!

reply to this comment

david999 - 9/7/2007 5:53:06 PM

+5 Boost

You realize that in your own mind you think you are making good points, but alas you are not.

reply to this comment

enthusiastx11 - 9/7/2007 7:12:34 PM

+4 Boost

low coefficient of drag.
that's what i'm looking for in a car!

reply to this comment

Bmw8ter - 9/7/2007 9:45:17 PM

+1 Boost

enthusiastx11...by a Toyota Prius then; their coef is lower than a corvette.

reply to this comment

S4cabriofoxone - 9/8/2007 12:15:36 AMView My AgentSpace

0 Boost

Yes, that's all that matters in a design, right.

Most Ferrari models have worse coefficients of drag than a Prius. Do I care?

reply to this comment

JWalkerLegrande - 9/7/2007 5:10:49 PM

-2 Boost

That will be a tough road. Remember the Amati ? That was supposed to be Mazda's premium brand (known as the Xedos line in Europe). They even developed the Millenia, a vehicle with the sex appeal of a Miller cycle engine, all the toys as std eqpt - still a flop.

Nissan is still trying to catch up the w/the near luxo market by life supporting Infiniti, while Honda has clearly given up (much to my regret) with the last Acura RL. While Caddy made a semi-comeback to a runnerup position, Lincoln is set to die slowly.

Toyota is making an excellent push with the Lexus Hybrid line, but I wonder what will happen when this fad goes away along with the aging Rx.

Jaguar is losing $800,000,000 a year, or subsidizing each of its cars manufactured and sold on average by $63,000...

Volkswagen spends $9,3M on each Bugatti Veyrons they sell for $1,6M; while parent company Porsche lost about $135,000 on every Carrera GTs sold.

Hyundai, best of luck - you may underestimate the road ahead.

reply to this comment

mitchatlexusofmarin - 9/8/2007 12:19:27 AM

0 Boost

Very very nice, astute post.

S4cabriofoxone - 9/8/2007 12:20:34 AMView My AgentSpace

-1 Boost

1. Infiniti is certainly not on life support. They are making excellent new products and are on par with Lexus as a potential global player.

2. You don't think the RX350 will be redesigned? I'm pretty sure the new model will be at the auto show next year- and if Toyota has its way (which it does), there will definitely be a hybrid version, fad or not. I don't advocate hybrids but whatever.

3. If you think the new Jags are still bad then you're just ignorant, in the rawest sense of the word. The XJ is an underestimated luxo sedan that has superb handling as well as impressive gas mileage. I saw a 2007 model today (the best year- not the one we have now, with the bodykit), and it still looks gorgeous. Then there are the XK and XF, which I don't have to explain.

4. VW makes a ton of money with Audi, so the point about the extremely low-production Veyron is irrelevant.

5. So Porsche lost money on the Carrera GT; that doesn't stop them from making the most profit per vehicle in the entire auto industry.

1970toyotamarc - 9/7/2007 5:30:21 PM

+1 Boost

Does anyone remember the Oldsmobile Aurora, GM's last noble attempt to take on Lexus. Same strategy, no mention of Olds on the car at all. How's Olds doin right now?

How many more of these articles will there be???? I'm trying to be on vacation in NYC, away from all this nonsense, but Anti-ToyotaSpies keeps sucking me back in. I have to add some voice of reason to this mayhem. BTW seeing lots of new LSs and S-Classes in the city.

reply to this comment

bokuchin - 9/9/2007 7:42:59 PM

+1 Boost

trust me. Compared to Los Angeles, New York has very little LSs and S-classes. I see one every 5 minutes.It kinda sucks because no matter what car you have, it'll look cheap because of all the Astons and Ferarris I see on a daily basis.

david999 - 9/7/2007 5:36:08 PM

0 Boost

More baloney. Hyundai is cutting there sales target for both the U.S. and China, (even though they sell inexpensive cars) yet we are supposed to believe they will
eventually compete with BMW and Lexus. Please

reply to this comment

S4cabriofoxone - 9/8/2007 12:22:52 AMView My AgentSpace

+1 Boost

Sounds like a bit of a troll-ish post, which is unexpected. Do not underestimate them. You are taking on the "prestige" view that you so vehemently fight with the German trolls.

tecnopolis - 9/7/2007 6:16:23 PM

+1 Boost

..only time will tell.

reply to this comment

enthusiastx11 - 9/7/2007 7:13:41 PM

+3 Boost

hey kids.

it's the same model lexus used to great success...
imitate the competitor one rung up from you at a greatly reduced price.

reply to this comment

david999 - 9/7/2007 7:32:26 PM

-3 Boost

This would be true if they could make cars anywhere close to BMW, Lexus or Mercedes. But, as any rational thinking car enthusiast knows, this just is not true.

enthusiastx11 - 9/7/2007 8:18:17 PM

+1 Boost

hyundai's not trying to make a world-class performance luxury car. just a really quiet, reliable, comfortable sedan. (i.e. a lexus)

david999 - 9/7/2007 10:33:16 PM

-4 Boost

And you know that it will be really quiet, comfortable and reliable how?

S4cabriofoxone - 9/8/2007 12:24:14 AMView My AgentSpace

+2 Boost

BECAUSE LOOK AT THE HYUNDAI AZERA.

It's quiet, comfortable and reliable! A Toyota Avalon, but better-looking and cheaper!

You are just blind at this point. If you can't see how similar this is to Lexus's 1990 position then you don't deserve my time.

david999 - 9/8/2007 9:38:34 AM

-6 Boost

If you consider the Azera a really quiet, comfortable, reliable car then I have mis-judged your your knowledge of automobiles.

S4cabriofoxone - 9/9/2007 1:23:27 PMView My AgentSpace

+2 Boost

As have I. Are you ignorant or just scared? The Azera is just as good as the Avalon. I'm no Hyundai lover, but I know to give respect when respect is due.

EL34allroad - 9/7/2007 7:32:21 PM

+5 Boost

Hyundai still might want to invest in a seperate dealership network, if they want to avoid a Phaeton-esque disaster.

reply to this comment

david999 - 9/7/2007 7:35:51 PM

-1 Boost

They are nowhere near having a seperate dealership network established. They are still struggling to sell what vehicles they produce now.

lexusis350 - 9/7/2007 7:54:50 PM

-3 Boost

Hyundai won't be competing with Lexus. In order to compete, you have to have a price close enough to the competition, not several thousand less. This way, they're competing with themselves. Eventually, people will buy the Genesis instead of the Azera because they are supposedly very similar in price. Hyundai doesn't gain the luxury car name and eliminates one of their own cars in the process. If they wanted to be Lexus so bad, the Genesis would be $50k instead of, what was it, $30k?

reply to this comment

lexusis350 - 9/7/2007 7:56:47 PM

-4 Boost

Oh, and I know this article didn't mention the Genesis, but that's the car that supposedly will lead them into the luxury market so I used it for my example.

enthusiastx11 - 9/7/2007 8:19:51 PM

+3 Boost

so how do explain the original LS400 priced at $35,000 while the 560SEL was priced at $65,000 that year?

david999 - 9/7/2007 10:36:15 PM

-2 Boost

The original LS400 was never priced to go after a top of the line Mercedes, but the entry level one.

Hyundai - 9/7/2007 11:49:35 PM

+3 Boost

http://www.familycar.com/RoadTests/HyundaiAzera/Images/Dash-md.jpg

This is what the nicest Hyundai looks like right now.

Impressed?

I know that I am not.

However, I will not be surprised if this new Genesis blows our minds in respect to how capable Hyundai is of making a proper luxury car.

lexusis350 - 9/7/2007 11:58:30 PM

-4 Boost

enthusiastx11-

I believe the LS was originally designed to compete with the lower class Mercedes, which was something like $8,000 more than the LS.

S4cabriofoxone - 9/8/2007 12:25:38 AMView My AgentSpace

+4 Boost

Nope, the LS was S-Class sized and powered, even literally fabricating the car's chassis. THEY WERE COMPARED.

You guys are so two-faced. I get a kick out of it.

david999 - 9/8/2007 9:45:13 AM

-4 Boost

Your lack of knowledge on this is surprising S4. The LS was targeted at the lower
end of the full-sized Mercedes, not the high-end. Using your logic, the Hyundai Genesis at under $ 40,000 is targeting the over $100,000 Lexus LS600hl, or
Merecdes S600.

lexusis350 - 9/8/2007 11:59:55 AM

-5 Boost

Regardless of which Mercedes the LS was originally compared to, I still think Hyundai CANNOT compete with Lexus. If Hyundai wants to compete with Toyota, fine. If Hyundai wants to compete with Honda, good luck, but okay. If Hyundai wants to compete with Nissan, sure, whatever. It's when a non-luxury name, known over half of it's time on the road for making cheap cars that only go a few miles, starts to compare itself to luxury cars is when I get mad. I hope everyone is aware that once they compare themselves to Lexus, they'll also compare themselves to Mercedes, Audi, and heck, they've already compared themselves to BMW.

lexusis350 - 9/8/2007 12:03:51 PM

-1 Boost

http://youtube.com/watch?v=bK_1cUy_97Y

http://youtube.com/watch?v=luvJfDnBMiY

enthusiastx11 - 9/8/2007 3:08:17 PM

+4 Boost

999:

you are mistaken. lexus aimed the first LS400 squarely at the 7-series and S-class. in fact, they even launched the car in germany and gave journalists one of each car to drive. they even bragged about buying S-classes, taking them apart and 'making them better.'

indoctrin8ed - 9/7/2007 8:32:26 PM

+2 Boost

So should I expect P Diddy to be hanging Hyundai hood ornaments around his neck any time soon?

I think not.

Hyundai will stay an "underdog brand" to Lexus like Lexus is, and will remain, to Mercedes, regardless of how great any of these cars are.

And they will sell a lot of cars!

reply to this comment

Auto_expert - 9/7/2007 9:33:37 PM

-2 Boost

Hyundai might just be the next Lexus.

reply to this comment

Star - 9/7/2007 10:42:55 PM

-3 Boost

Looks like.

Anthony - 9/8/2007 1:29:09 AM

-1 Boost

It's funny watching all the anti-Lexus people put full faith and support into Hyundai. Anyone who topples the mighty Lexus, right? Hates Lexus to death, supports Hyundai to the max. Oh and by the way, if Hyundai's the new Lexus, that's even more bad news for the Germans...

reply to this comment

S4cabriofoxone - 9/8/2007 1:31:59 AMView My AgentSpace

+5 Boost

I'm still pushing my wife to drive the LS460L.

We saw a white one in a lot at the mall today, which has a particularly attractive pearl finish. I said:

Me: "Wow, that's a nice color. Doesn't it look good?"

Her: "Yeah, it looks very nice."

Me: "Will you drive it?"

Her: "No."

Me: "You're afraid you'll like it."

Her: "I'm sure I would like it. I just don't want a Lexus."

I continue to be confused.

Anthony - 9/8/2007 2:40:25 AM

+3 Boost

Likewise, I continue to be confused as to why you think anyone cares about your wife's opinion. Is it even worth a comment? I don't care that your wife doesn't like Lexus anymore. What argument are you trying to cook up now? I guess I'm just curious as to why you responded to MY comment out of all of them with this?

david999 - 9/8/2007 9:49:19 AM

0 Boost

Your right Anthony. I thought I heard the last of it when S4 kept telling us that his wife had decided on the Mercedes S-Class as their next ride.

S4cabriofoxone - 9/9/2007 1:27:06 PMView My AgentSpace

+1 Boost

She represents the avg luxury car buyer. She cares too much about the badge, although recognizes when a car truly fits her needs.

I'm not going to push her for the LS because I'd rather she got a BMW or Audi anyway, so you're wrong, RICEMASTER. BTW, I'm the bacon-bringer in this household.

Airliner - 9/8/2007 3:01:04 AM

+8 Boost

Hyundai isn’t trying to be the next Lexus. Folks, what they are trying to achieve is the same level of respect and admiration their Japanese counterparts get. By this I mean Toyota, Honda, Nissan, Etc. I understand that they are not there yet so I don’t want to hear pitches about which Japanese company is better. Once Hyundai perfects their product and produces top grade everyday family cars, then and only then will they take a real stab at going after Lexus. Ultimately, Hyundai has modeled themselves after Toyota and wants to follow in their footsteps. Not bad if you ask me.

reply to this comment

spoolenturbo - 9/8/2007 3:58:06 AM

+3 Boost

Airliner- Good post. Hyundai Azera I own is fine car. After looking at these spy interior shots of the 2008 Genesis I was pretty impressed given the horrible detail of photos:
http://a332.g.akamai.net/f/332/936/12h/www.edmunds.com//pictures/VEHICLE/2008/Hyundai/100626192/2008.hyundai.equus.20027604-E.jpg
from passenger side:
http://a332.g.akamai.net/f/332/936/12h/www.edmunds.com//pictures/VEHICLE/2008/Hyundai/100626192/2008.hyundai.equus.20027605-E.jpg

Hyundai is going to pull the rabbit out of the hat with this car. In hope to amaze the doubtful crowd...

reply to this comment

Hyundai - 9/8/2007 10:37:30 AM

+1 Boost

If they come to the show with that interior, they will get laughed at. Having said that, that is not the interior for the Genesis.

Czelinski - 9/8/2007 6:31:12 AM

+2 Boost

Lexus aren't seen as particularly prestigious over here in Europe anyway. So if i was able to have a better, at least exterior desinged car, and infact the design of the interior will probably be on par as well, if not better (never a fan of Lexus layouts. As well as saving a few £££ in the process, i'd be inclined to go for the Hyundai.

reply to this comment

david999 - 9/8/2007 9:58:09 AM

+2 Boost

Yea, sure you would Czelinski. I bet that giving-up your love of German
vehicles (as judged by your posts on Autospies) for a Korean car, will be very simple for you.

Hyundai - 9/8/2007 10:39:00 AM

+1 Boost

If it means digging at Lexus, of course he will.

Your enemies' enemy is you friend, right?

Czelinski - 9/8/2007 10:01:40 AM

-2 Boost

Well, i wouldn't give up my love of German cars. If i was forced to go Asian, then i would choose the Hyundai over the Lexus.

reply to this comment

Hyundai - 9/8/2007 11:09:33 AM

+1 Boost

You are a mental case.

S4cabriofoxone - 9/9/2007 1:25:44 PMView My AgentSpace

+1 Boost

WHY IS YOUR NAME HYUNDAI?!???!?!?!

I continue to be confused.

Hyundai - 9/11/2007 1:28:33 AM

+2 Boost

That's the point. It's all in the badge, huh? How about the substance, the thing people really buy cars for?

I was a die-hard Ford hater until I saw their Euro line-up. After that, I realized that I can't hate any brands, realistically. You have to look at a car based on things that actually exist (in my book, that also includes things such as emotional reaction/response).

But really, what does it matter if my name is Hyundai. Don't my posts matter more?

Hyundai - 9/11/2007 1:31:30 AM

+1 Boost

And S4, in all the years that I have been a poster here at autospies, I have NEVER seen you use "LOL!" as much as you have recently. In fact, I don't ever remember you using "LOL" ever in several years. Now you use it frequently. Was your brain hijacked by the non-stop ridiculousness of these boards?

Czelinski - 9/8/2007 12:31:01 PM

-1 Boost

Why not? The only Lexus i can admit to liking even slightly is the IS. And even then the rear end is rather ugly. If the Hyundai was to look like it does in the images, then i would choose it over a Lexus providing it had almost, if not as good ride comfort and enough equipment, which of course i'm pretty sure it will have.

reply to this comment

THESCOOTER - 9/8/2007 2:23:25 PM

+1 Boost

I think most importantly is the way Hyundai approaches the market - they have a chip on their shoulder that makes them very intimidating in terms of the way they are willing to do business. They have been gradually bringing vehicles to market that are great iterations of what others have had sucess with (Sonata - Accord)(Azera - Avalon). This is not rocket science and is exactly the Toyota has operated historically to develop their leadership in key segments (Camry - Taurus)(LS - S-Class). Toyota was more methodical in their approach while Hyndai continues to push more aggressively. Hyundai should be expected to threaten the Big 3, which is not their goal, but ultimately be considered at parity with Honda & Toyota who are importantly their cultural rivals. Moving Hyundai upscale wil be the first step, and I personally think that they will pursue a differentiated luxury brand in the next 5-10 years - hey the formula seems to work, why not adopt it right?

reply to this comment

autopro - 9/8/2007 2:24:34 PMView My AgentSpace

+4 Boost

When I was selling Porsche and Audi in the eighties and early nineties I used to say the same thing,German cars have soul.That's a bunch of crap.Not all german cars drive better than the sum of their parts anymore.Some still do like the 3 series and a few other BMW's,most Mercedes don't.Some Audi's do,and all porsches do.Hyundai knows it won't take sales from Lexus.Their smart to position themselves against them but they want a piece of Toyota's and Honda's pie.

reply to this comment

david999 - 9/9/2007 12:11:06 PM

-2 Boost

Are you nuts?

reply to this comment

LexusKindaGuy12 - 9/8/2007 7:46:05 PM

-4 Boost

this will never work while they keep the name hyundai.

things wrong with genesis being connected to Hyunadi include:

the name hyundai is awful and doesnt flow or sound classy

the genesis cannot be built in the same plant as their econobox cars.

its korean...enough said

and as long as its built in america, it wont have that foreign finesse.

reply to this comment

Will_ - 9/8/2007 8:30:34 PM

+3 Boost

Maybe you should gain some maturity.

reply to this comment

EL34 - 9/8/2007 9:00:36 PM

-1 Boost

After Hyundai concours Lexus they will next go after Buick ;)

reply to this comment

LexusKindaGuy12 - 9/9/2007 12:33:59 AM

0 Boost

you probably wanna take some lessons in the marketing field, because large corporations take a lot of time finding a name that will flow and make customers feel confident in what they bought.

reply to this comment

david999 - 9/9/2007 12:16:43 PM

0 Boost

Where are they making better cars? If that were true, than they would be outselling Toyota and everybody else since their cars are less expensive. However, as already pointed out in a press release, Hyundai is lowering their sales
outlook for both the U.S.an d China due to the lack of sales.

reply to this comment

S4cabriofoxone - 9/9/2007 1:30:12 PMView My AgentSpace

0 Boost

You should know that it's about image. They do a lot of advertising, but not much of the general American car-buying public holds Hyundai in the same regard as Toyota, Honda or Ford. It takes more than five years for a high-volume company like Hyundai to do a complete 180.

reply to this comment

XYZZ - 9/9/2007 8:24:51 AM

0 Boost

Here is a lesson for you...

"toyota became #1 not because of their name

"because they made better cars!!!!!!!! "

actually, they came up with a BETTER NAME as well!

the founder's name was Toyoda. he was advised that Toyota would be more commercially successful.

reply to this comment

XYZZ - 9/9/2007 8:30:30 AM

-1 Boost

"and guess what hyundai is doing....

"DUH!!!!!!!!!

"making better cars!"

LOL!!!!

indeed they are! to the extent they are MAKING BETTER CARS than both detroit and ALL THE EURO BRANDS TOO!!!

with respect to RELIABILITY.

as for Magic Feel, well that will come with time. after all, it's also just a matter of time before Infiniti and Lexus match or better their versions of Magic Feel too. just as the japanese motorcycle makers have matched and bettered the world's best in bike handling. (to say nothing of ENGINE designs and output!)

reply to this comment

S4cabriofoxone - 9/9/2007 1:28:08 PMView My AgentSpace

+2 Boost

You have no idea what you're talking about. "Time" doesn't make a car better. Engineering excellence does. And BMW is better at this than anyone else.

LexusKindaGuy12 - 9/9/2007 4:53:39 PM

-2 Boost

"until i realised Lexus makes better cars. "

we've converted one of them. lol

reply to this comment

ErichHartmann - 9/9/2007 6:49:49 PM

+2 Boost

Nicad,

You're statements are idiotic and biased. Offer some proof before you claim Lexus makes better cars. Better in what? Here in Europe, the IS220d and IS250 perform poorly in comparison tests, and this has nothing to do with "bias". The IS220d has a Toyota Avensis sourced diesel engine which lacks refinement, is slow and has poor fuel economy compared to its German competitors. The IS250d is fuel inefficient and slow to respond to driver input. The E-Klasse, A6 and 5er have won every comparison test against the Lexus GS. The Lexus GS has average comfort, poor handling, cramped interior andv virtually no trunk, especially the hybrid version (which performed poorly in European style driving tests [Rural-Urban-Total]). The only Lexus which is really challenging is the LS. The SC430, RX330 and RX400h are outclassed by their European rivals. I don't see how Lexus builds "better cars". Lexus might have better overall reliability currently, but the German cars are catching up in this regard. As an engineer at Mercedes-Benz in Munich I can tell you that the newer Mercedes-Benz cars are extremely reliable and built like they were in the older days: solid. Lexus builds "better cars"? Show some evidence.

Lexus cars in my opinion are successful because of marketing. They have no heritage to brag about, so they dazzle consumers with technology - most of which you don't need. Our market research has shown that the European consumer is not impressed with this. In Europe, consumers want to decide what goes into their cars and what doesn't. With Lexus this is not possible and Lexus are not cheap in Europe. In some cases they even reach the price levels of their European competitors. And they don't offer some basic features that are expected in this class, believe it or not.

reply to this comment

ErichHartmann - 9/9/2007 6:56:45 PM

+3 Boost

One more thing, Nicad.

You claim that the "Germans can't copy the luxury of Lexus". I've got news for you.

I've told you that I am an engineer at Mercedes-Benz in Munich. Some of my duties require me to go to Bad Cannstatt where we have a testing facility to examine competitor cars. I can't mention further details but let's just say that when we examined the Lexus LS, we found a lot of technology onboard who's wiring and electronic functions were pretty much identical copies to what we implant in our W221 S-Klasse. Essentially it is Lexus that is copying patented technology from the Germans. We have an exclusive contract with Bosch for a specific electronic system that is delivered to us solely for the W221 S-Klasse. I can't say more, but the LS uses an exact COPY of this product. The only manufacturing mark we found on it was the Lexus symbol. This Bosch product has been on the market for precisely two years, before the current LS debuted and due to our excellent relationship with Bosch we know that they supply this only to us - not Lexus, not anyone.

Tell me how Lexus got hold of this, will you?

Also, what luxury does Lexus offer that is so great? You sound like a "Hans Wurst"...

reply to this comment

Star - 9/9/2007 8:06:20 PM

+3 Boost

"Lexus became famous because they made super reliable high quality smooth luxury cars"
"nicad"

Lexus became famous(in America only) because it kissed a lot of American customer ass. Their cars are years behind in technology compared with the real luxury brands like Mercedes or BMW but their powerful marketing machine successfully brainwashed the gullible American car buyer into believing that Lexus is a competitor for real luxury brands. There is absolutely nothing special about Lexus other than the difference in approaching the car sales business. While the other manufacturers are trying to make better cars, Lexus concentrates on creating a false image of their inferior product by offering the VIP treatment (reserved normally for real high class vehicles) to push their mediocre product. Is it working...yes it does and that's because most of the buyers are far from being car connesseurs. Luckily for the rest of us who know a thing or two about cars there are still brands like Mercedes or BMW to lift our spirits.

reply to this comment

david999 - 9/9/2007 9:51:16 PM

0 Boost