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Hyundai a future threat to Acura?

Dave submitted on 03/27/2007 Official AutoSpies Timestamp: 1:51 PM
from: www.autoweek.com

[56] user comments | category: Misc News

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Hyundai a future threat to Acura?

Hyundai is planning a release of the Genesis concept at the New York Auto Show. The Genesis is a 4 door luxury sedan and will be available in both a V-6 and V-8 version. The Genesis promises to deliver unique styling, performance and more than 300 horsepower for the V-8 version. The V-6 version will start at under $30,000. Also is Hyundai's first application of REAR wheel drive. Compare this with Acura, which was launched back in 1986 and still does not offer true rear wheel drive based sedans and lacks a V-8 in it's entire lineup. Is Acura threatened by Hyundai? Acura certainly has the capabilities to produce high performance V-8 powered rear wheel drive sedans. Will they finally step up their sedans offerings to match the competition......from Hyundai???? Read Article

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david999 - 3/27/2007 2:04:21 PM

+3 Boost

i don't think so.

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indifferent - 3/27/2007 2:04:57 PM

+3 Boost

i do

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xboyjan9 - 3/27/2007 2:52:55 PM

+6 Boost

i do too, i mean common, honda DOUBLED its profits last year. isn't it suppose to invest it in its current products or make new ones? i donno how its just sitting back and watch lexus grow into the world's best luxury automaker? it doesn't even offer a FULL-SIZE luxury flagship against the LS, S, 7, & A8. and here comes hyundai posing a threat to it out of no where. c'mon acura, you've been in the luxury automaker business for 21 years now, so atleast try to be a threat to the competition!

DallasMR2 - 3/27/2007 4:00:14 PM

+2 Boost

Honda is historically tight lipped about it's future products. they already have a V10 under development and it wouldn't take much to turn it into a V8. i think it's all on the way...we just have to wait. but when it DOES make it's appearance...WATCH OUT! Honda has some of the smoothest engines out there...and has also cranked 240hp (pre-sae) out of a 2.0! i HATE the fact that they are so stubborn when it comes to making things like a V8 and a RWD sedan...but when they do it'll be amazing.

chuck717 - 3/27/2007 4:49:49 PM

+1 Boost

Nice post> Honda just lets the Toyota's (Lexus Div) of the world walk all over them. If they are not serious about Acura cut them loose and return to the world of simple cars and low to middle class people?

justbrown - 3/27/2007 2:37:36 PM

+3 Boost

^^Good Arguments^^

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jt716 - 3/27/2007 2:38:28 PMView My AgentSpace

+2 Boost

depends how good the genesis is

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BMW995 - 3/27/2007 2:55:09 PM

+3 Boost

Hyundai may have hit a home run with the Genesis. 90% of a RL, E Type, S Type, etc at 60% (or less) of the cost...that is a winning formula.
A lot of people could care less about the brand especially if the car performs well at a very reasonable price.

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answer - 3/27/2007 3:05:24 PMView My AgentSpace

+2 Boost

I really think Acura is in a slump. The TL is OK, but the styling is too forced. The RL is OK too, but lacks something to make it special (It's also a little too small). TSX is just boring.

Acura's SUVs are their only good thing at the moment. And it seems like the NSX is always on the backburner with Acura only mentioning it occasionaly when interest is all but gone.

Hyundai has their work cut out for them, but Acura's seeming dis-interest in themselves would make Hyundai's job easier.

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senorgato - 3/27/2007 3:23:54 PM

+3 Boost

Acura has no reason to feel threatened. Sure, Hyundai is building good products, but Acura builds exceptional products.

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Will_ - 3/27/2007 3:52:58 PM

+3 Boost

Guaranteed if an Agent had posted this story, "Lexus" would have appeared in the headline where "Acura" currently is. (Hey, I'm not complaining ;))

I don't even think Acura has anything to be worried about. Hyundai building a more expensive car and saying it competes with Lexus and Mercedes doesn't just make it so. Why would anyone just take their word for it? From everything I've seen and heard about this car, it's main competitors will be the Nissan Maxima and Toyota Avalon.

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indifferent - 3/27/2007 3:59:33 PM

+3 Boost

the v6 is almost priced at the TSX level. It will also compete with the TSX/TL. This car may not even touch Lexus/MB/BMW sales, but the second teir car companies will face some compition.

EL34 - 3/27/2007 4:11:02 PM

-2 Boost

Bentley, move it on over!

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BMW995 - 3/27/2007 4:11:33 PM

+1 Boost

I don't think Acura has to feel threatened by the Genesis, although this car will probably sell very well, especially in light of the pricing. The fact is, sales of the Genesis will come out of many cars's hides...US, German, Swedish, and Japanese. For goodness sakes, less than $30K base for the V6 is going to hurt a lot of manufacturers....Hell, I may be interested!

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aznstuart - 3/27/2007 4:42:58 PM

+1 Boost

This piece of crap is not going to compete with lexus or Acura just cuz Hyundai says it does. Don't forget, Hyundai is BELOW Saturn and Ford and WAY below Toyota and Honda. This thing will just go against the likes of the Chrysler 300C and Pontiac G8. RWD plus V8 plus Large car doesn't automatically equate LUXURY. That's like Mazda making a V8 RWD large sedan and saying it rivals the 7Series. Bull. Acura has nothing to worry about. It's customers won't stoop that low just to get a V8 and RWD. And the suspension will probably be mush with no performance at all. blehh. All talk to no refined product.

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huu76 - 3/27/2007 4:58:07 PM

-1 Boost

Honda goes its own way. They can, but don't/won't make a V8. The NSX/S2000 are RWD.

They even move styling the opposite way, from Civic to Accord, RDX to MDX.

The only thing Hyundai won't get credit for is the styling, as its anything but original.

The $13,500 Accent probably won't do any wonders for Hyundai's image either if it plans to compete directly with Acura. Acura's cheapest car now is $30,000.

Then again, since Hyundai is the self-proclaimed most European Asian automaker, making cheap cars is just part of the role I guess.

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2JZSoarer - 3/29/2007 1:40:18 AM

0 Boost

The NSX is a Mid engine drive and a true RWD!!

Agent63 - 3/27/2007 5:10:15 PMView My AgentSpace

+2 Boost

In my mind I don't think Acura is trying to do what Lexus has been trying ever since their release. That is to take on the world's luxury brands. Lexus has found the best marketers to boost their image and it's worked wonders. Acura I believe can do the same with proper marketing and they can compete.

One thing that needs to be changed is to revampe their entire lineup. New Models need to be made and some models perhaps need to be discontinued. They can't upmarket that fast so they have to do it gradually with a steady progression.

Honda makes good cars and Honda helps Acura make even better cars. I just wished they had RWD car and a V8 in their lineup to compete with the Infiniti's and Lexus. At least be a force representing the Japanese Market and hopefully the USDM will as well.

I think Acura is way under rated. They never had the the image of being expensive high end luxury saloons, only entry level. They are capable of reaching the higher market.

I don't see them taking out Lexus in sales but I do see them taking out Infiniti.

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IS3andME - 3/27/2007 6:12:43 PM

0 Boost

Okay, so the Hyundai V6 Genesis will start under 30K. Will anyone pay for V8 Hyundai in the 33k-38k range? Especially since they could get a good used Mercedes E class or BMW 5 series for about the same.

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TL4KEL - 4/4/2007 3:50:17 PM

+1 Boost

HELL NO!

1970toyotamarc - 3/27/2007 6:28:03 PM

+1 Boost

I thought this Hyundai was trying to take on Maybach.

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Agent63 - 3/28/2007 6:09:44 AMView My AgentSpace

+1 Boost

No, you mean Lexus thinks they're competing against Maybach lol.

1970toyotamarc - 3/28/2007 11:01:22 AM

+1 Boost

I've yet to see one article pointing out where Lexus attempts to take on Maybach, but if that comment made you feel better, so be it.

2JZSoarer - 3/29/2007 1:44:13 AM

0 Boost

Well Lexus does have deeper pockets than Maybach,So I bet if they really wanted to compete with them they would!!

1970toyotamarc - 3/27/2007 6:28:55 PM

-1 Boost

Hyundai really needs to set its sights on the Bugatti Veyron. That's much more in its league.

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webguy - 3/27/2007 6:30:02 PM

+2 Boost

Maybe, but not anytime in the near future. This is more likely to threaten the Avalon. Hyundai wants Lexus status, not Acura status. Will they get it? We won’t know for AT LEAST another 5-6 years. I’ll give Hyundai kudos for some serious progress , and this car looks good in pictures and paper so far; but so do many Hyundai vehicles, and they have yet to seriously threaten even Honda or Toyota. The Genesis just gets Hyundai one step closer to being a viable Toyota competitor. Acura has a solid reputation for sporty (read:race inspired), reliable, and brilliantly engineered vehicles with a loyal customer base. I really doubt Hyundai is going to match that anytime soon.

As far as Acura goes, their cars do need a refresh, some of their concepts are downright frightening, and frankly, they’re latest SUVs are a hair away from a total flop; but unlike Hyundai who needs the press, Acura is notoriously quiet about their new model releases. We know a brand new TSX is due this year followed by a new TL next year. If history repeats itself, they will both make this Hyundai effort forgettable. Regardless, keep going Hyundai. The more competition, the better.

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Lexus - 3/27/2007 6:32:13 PM

-1 Boost

Yes we know that Hyundai is trying to make a luxury brand to take on everyone. They will compete with Lexus, Acura, Infiniti, BMW, Audi and MB.

I really doubted if any BMW, Lexus, Audi, Infiniti, Acura or even an MB would trade their car in for a Hyundai. That would not happen because it would be a downgrade, not upgrade.

It take time to become successful, Hyundai has not been in the market long. My advise for Hyundai is to improve their "REALIBILITY" and quality of their vechicles first.

What next? Hyundai making a Lambo and Ferrari killer, yeah right.

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Lexus - 3/27/2007 7:33:10 PM

-2 Boost

That the exact problem with Acura they need to get their act together. If not, I fear in the near future Hyundai will overshadow them if they don't make a true luxury car with a V8. Off that only if Hyundai improve their realibility and the quality of their vechicles. I hate to say it but it the true.

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huu76 - 3/27/2007 8:14:13 PM

0 Boost

All Acura has to do is release an NSX that isn't hideous, and that'll put them leagues ahead of Hyundai. The S2000 already distinguishes Honda from Hyundai.

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Designer1 - 3/27/2007 9:54:27 PM

+1 Boost

A 4.6 V8, for a moment I thought I was reading about the LS460. The tail lights, resembling the IS's design, but still not bad at all for Hyundai.

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lexusis350 - 3/27/2007 10:35:02 PM

+1 Boost

I've heard somewhere that the V8 version of this car will be around $30,000. If that's true, that just shows you how cheaply built this car is. Think about it, a luxury car with a lot of luxury features plus the V8 for $30,000. It sounds to good to be true and you know how the saying goes: "If it's too good to be true, it probably is too good to be true." I think that rule applies to this.

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1995e34 - 3/28/2007 12:34:22 AM

+1 Boost

i think the notion of acura not being taken seriously without a v8 in their lineup is overblown. though i do think it would HELP to have a v8 available.

i think the FAR bigger issue is no rwd models.

the vast majority of lexus, infiniti, bmw, mercedes, and audis in this world are not powered by v8 engines. the 6 cylinder is still the bread and butter engine for these vehicles. and acura makes a solid 6 cylinder.

why is it so hard to see that the biggest difference between acura and the rest is rwd rather than the v8?

nobody would compare this hyundai to more elite cars if it were fwd w/ v8. but it would still garner attention if it were rwd with a v6. but rwd and v8 together definitely is appealing

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kart1 - 3/28/2007 12:43:35 AM

+1 Boost

Move over Rolls Royce, here comes Hyundai!

This is the same argument as before, with the Hyundai luxury car. Get this straight, Hyundai is a threat to no luxury car maker and they won't be. No person who can by a S, LS, or 7 will consider buying a Hyundai. And again a new brand is needed. But to say that Hyundai is a threat to Acura is a little too much. Let Hyundai beat other bargain car makers before it takes on a big nameplate like Honda. Just because they are going to have a V8 and RWD doesn't mean that this car will be liked. I don't want to say that Hyundai doesn't have a chance, but Hyundai doesn't need a luxury division right now. What they need to do is take away sales from Toyota and Honda.

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Agent63 - 3/28/2007 6:16:04 AMView My AgentSpace

+3 Boost

I think it's more about money more than satisfying us readers about Acura not making a competitive luxury car to counter Lexus and the world's more higher end brands. If a company is making profit with what they have then why mess with a good thing? It's always about money and less about moving higher market. Why do it if it's a big enough risk to set the # of sales down. It wouldn't be worth it.

Although I think they should make RWD sedans with V8's they make think otherwise. Financially they may not feel the need to. I think Acura's under-rated and understated and perhaps that's what their about.

Hyundai is not a threat to Acura at all. The only big deal about this whole story is the price their selling the so called luxury car for in comparison to Acura, Lexus, and Infiniti. The Acura, Infiniti, & Lexus brands are in a different tier than Hyundai. Much like how in a world wide scale (NOT JUST THE UNITED STATES) IMO MB, BMW, & Audi are in a different tier from Acura, Infiniti, & Lexus.

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M53R - 3/28/2007 7:32:42 AMView My AgentSpace

+1 Boost

This is funny.... Remember when lexus 1st appeared like 18 years ago? The exact same thing was said about it from the german fans at that time. Now Lexus fans are doing the same to the new comer... hyundai. Who knows, maybe history is repeating itself.

Acura has great SUVs, but they sedans fall short behind the competition IMO. Honda needs to build a V8 to at least help acura's case and make people think about acura seriously. I really have no idea how acura is marketed, its somewhere between luxury and mass production cars. We dont get acura here, but from what people are saying and from what I have seen, their cars are not bad..... But RWD is a must for them, because FWD gives a cheap image to the brand. We will see what will happen soon..... Can hyundai do it?

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ElSparquito - 3/28/2007 12:18:29 PM

+1 Boost

Hyundai has always been an ambitious company and that was made completely apparent when the owners were caught in the political slush fund scandal in S. Korea. No one can deny that Hyundai is undergoing rapid growth.

With that said, the sub $30k RWD luxury car with a V8 is still a pipe-dream, even for Hyundai. The car has been under development for four years ($$$). It has a newly designed V8 ($$$) and a new unshared RWD platform ($$$) - that adds up to a ton of money. How are they going to turn a profit at that price point considering the dealer prices will be much lower than $30k?

cdoke - 3/28/2007 12:00:57 PMView My AgentSpace

+1 Boost

Hyundai is not yet an apparent threat to either Honda or Toyota. They will be simply because they WANT to be. I remember in one of the honors classes, my moderator Dr. Pang, who is a very recognized figure in the world of IPE and who is Korean, spoke about Hyundai and South Korea in General. Dr. Pang is a very interesting man, with many interesting friends, including some who run these corporations. The Koreans don’t tell reporters certain things that they tell their friends. Hyundai and the Koreans in general desire to do one thing: supplant the Japanese as primary. This is actually a national imperative and a national right from their point of view. It should also be remembered that in these countries there is government support for national crown corporations [I don’t remember the exact terminology, but it was similar] such as Toyota and Hyundai. Neither of these truly acts independent of the government.

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cdoke - 3/28/2007 12:16:01 PMView My AgentSpace

+1 Boost

I mean look at the way Hyundai prices their vehicles. They are generally cheaper than their competition, in particular when the competition is listed as Honda or Toyota.

One cannot forget that this is an Asian society. It is not all about money.They desire pride and honor. That is why IPE was invented. Economics alone does not explain why nations do a they do, for that you need the nexus between economics, politics and culture.

cdoke - 3/28/2007 12:25:04 PMView My AgentSpace

+1 Boost

Incidentally, before someone misunderstands: I mean Honda and Toyota as including the guises of Acura and Lexus respectively.

Will_ - 3/28/2007 1:04:39 PM

+1 Boost

Grave mistake. Now the secret's out of the bag: this is no BMW/Lexus competitor.

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sold2early - 3/28/2007 1:52:06 PM

+3 Boost

There's lots of Camry and Accord drivers who won't consider Hyundai because it has a low-income image.

This problem gets magnified when dealing with owners of luxury cars. Some don't care that much about prestige, but most do. I think Hyundai would need to create a seperate luxury brand to effectively compete at the $30K+ price points.

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printhan - 3/28/2007 9:54:45 PM

+1 Boost

Hyundai is nothing like Acura!! thinkin of Hyundai jus waste of ma life time

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huu76 - 3/28/2007 10:13:40 PM

+1 Boost

Honda (more rightly so than Acura) brands itself as racing inspired and fuel efficient. No centre drive-shaft saves what, 80lbs maybe? They probably know most of their customers don't care for RWD as long as the car still performs.

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huu76 - 3/28/2007 10:22:14 PM

+1 Boost

cdoke,
S.Korea should change their national colour to green then. Green for envy, not money.

Maybe they'd only save 30-50lbs w/o a drive shaft. That's like 1/2 a tank of gasoline.

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soopakrn - 3/30/2007 2:16:29 AM

+1 Boost

I don't think the Genesis will do too well. Hyundai is still a company that is trying to make a name for themselves and besides, it's too big of a jump to be going into luxury department for them. They still have yet a long ways to go before they can compete with BMW and Lexus in terms of quality. (Interior quality has a long ways to go for Hyundai as well)

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louisvuittondon - 3/30/2007 4:28:23 AM

+1 Boost

Whats with these titles? First its "hyundai a threat for toyota...then lexus...etc..now acura....

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TL4KEL - 4/4/2007 4:12:14 PM

+1 Boost

As a previous Honda owner for many years and currently an Acura owner; there is no freaking way I'd spend my hard-earned money for a Hyundai. ESPECIALLY A $30,000 ONE. They are cheap; they're interiors especially shout it out at you. Curiousity had me at the Motor Trend Auto Show and I sat in several of them and IMO - they're quite simply put: cheap! I don't care how many bells and whistles you throw in, including an Infinity stereo (which is supposed to be in the Genesis). Even if someone gave me a Hyundai; I wouldn't keep it.

Ever since they came to the U.S. my thoughts have always been the same (and yes I know that Hyundai has been around in Korea for a long time)... They remind me too much of "Wanna-be's". They're auto symbol alone shouts "I'd rather be a Honda" with it's tilted H. LOL.

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