'Premium' is a hard thing to quantify but whatever it is, car brands want it. Any brand that achieves premium status in the eyes of the public instantly gains the right to charge more money for its products than mainstream rivals but getting to premium nirvana is a long and difficult road.
That hasn't stopped brands like Citroen, Ford and now Hyundai from setting out on the journey. Their respective DS, Vignale and Genesis sub-brands have all been launched in recent years with the express aim of breaking into what's referred to as the premium end of the car market.
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