It would probably be harder to write a fictional novel than to write the real-life story of Hyundai. That's because in the past 24 months the brand has made what is likely one of the biggest turnarounds in retail history.
Not too long ago, Hyundai was known for being a fleet vehicle that was just as efficient to get you from point "A" to "B" as efficiently as a scooter. Some would argue it was just as embarrassing.But as we've been documenting, the Korean marque has gone through an unbelievable renaissance.
Without question, its products of unparalleled value and Hyundai has been making some wonderful autos.
For Hyundai it's great to start getting recognition; however, there is one problem. When I get asked "Oh, you know a thing or two about cars, what do I buy" and the criteria of a Hyundai fits a buyer's specs, they still aren't sold on the idea of a Hyundai.
Typically, the person in question makes a face and says "Hyundai? Why not [insert brand name and worse model here]?"
It seems that certain people are having trouble getting over the name hurdle. And you know Hyundai is onto this too, considering it refers to the Genesis and Equus nearly separate brands apart from the Hyundai nameplate. To be honest, that's sort of sad it has to do that.
Because I would rather have an Equus over a Lexus LS and a Mercedes-Benz S-Class.
With that said, does Hyundai have to rebrand itself in order to really corner the market?
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