Korean tilt at luxury
more and more focus on the master brand, Hyundai, and what differentiates our cars.”
That’s recently meant an increase in warranty coverage and considerable local input on suspension tuning and refinement that’s made cars as diverse as the Elantra and Santa Fe into much better cars.
The Santa Fe SUV flagship now tops $50,000. Hyundai executives believe the Genesis can fight a good fight against Audi, BMW, Lexus and Benz.
“It seems to be a good signal that we can sell a luxury SUV beyond $50,000. A Santa Fe Highlander at $53,000 still represents fantastic value (among rivals),” says Hyundai Australia the chief executive John Elsworth.
He avoids ambitious sales predictions, even though Hyundai is aiming eventually to become No. 2 in Australia behind Toyota.
“We don’t see ourselves outselling Toyota. But we’re here and no one likes going backwards,” Elsworth says.
Topping $50,000: SUV flagship Santa Fe Highlander