Breakaway brand | INDULGE
As featured in The CEO Magazine For more info visit theceomagazine.com
HYUNDAI’S NEW LUXURY BRAND, GENESIS, AIMS TO DISRUPT THE LUXURY AUTOMOTIVE SECTOR. WORDS RODERICK EIME
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t’s the marketing strategy they teach at university. Create a breakaway brand with a new set of core values to capture a market unreachable with the current brand. The template for this is well established since Toyota’s launch of Lexus in 1989. The premise being that, while the parent brands enjoyed solid respect for reliability and value, they did not portray luxury and aspiration in sufficient quantity to challenge the big European brands such as BMW or Mercedes-Benz. So perhaps today we can call Hyundai Korea’s Toyota? After all, it is now the fifth-largest car manufacturer in the world (and the third highest-selling brand in Australia) and has rapidly developed an international profile with modern, cosmopolitan styling and superior quality control thanks to imported European talent such as stellar German designer Peter Schreyer and, more recently, Belgian Luc Donckerwolke. The Hyundai Motor Company Australia (HMCA) of 2019 is a whole other animal from when it launched in Australia in 1986.
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