Korean tilt at lux­ury

Herald Sun - Motoring - - SHOWROOM -

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

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