Photo: BMWblog.com
Hyundai’s ambitious plans might be aiming more directly at BMW than ever. After copying the Motorsport division with their own “N”, the South Koreans are looking to bring even more competition the German’s way.
According to a recent interview by Automotive News, the company is looking into bringing a third luxury vehicle to the US, to join their Equus and Genesis sedans. This new model might be making it to the premium segment in a few years, according to Dave Zuchowski, CEO of Hyundai Motor America.
"That's one of the conversations," he said. "I think it's fair to say that within a couple of years there may be another <<premium>> nameplate. That's a space where we think there's some opportunity."
The rumored new model will probably be a rival for the most popular 3 Series, a segment where another Asian company tried to force its way in for about 20 years now and is still falling short. I’m talking about the Lexus IS, of course.
The Koreans have their sights set on another segment, the CUV share of the market looking very appealing to them, especially since BMW is selling big in this area with its X1 model.
Unfortunately for Hyundai, both these segments are covered by extremely popular models from Germany and even Japan and breaking through would mean a lot of effort and a huge investment. Furthermore, for the next few years, don’t expect any drastic changes on the market.
"That's one of the conversations," he said. "I think it's fair to say that within a couple of years there may be another <<premium>> nameplate. That's a space where we think there's some opportunity."
The rumored new model will probably be a rival for the most popular 3 Series, a segment where another Asian company tried to force its way in for about 20 years now and is still falling short. I’m talking about the Lexus IS, of course.
The Koreans have their sights set on another segment, the CUV share of the market looking very appealing to them, especially since BMW is selling big in this area with its X1 model.
Unfortunately for Hyundai, both these segments are covered by extremely popular models from Germany and even Japan and breaking through would mean a lot of effort and a huge investment. Furthermore, for the next few years, don’t expect any drastic changes on the market.
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