Hyundai: No Longer Just Your ‘Bargain’ Brand

NBC News - March 25, 2013

If the name Hyundai evokes an image of low-cost econoboxes, you may want to check out the Korean carmaker’s nearest showroom.

Check out Hyundai at the New York Auto Show.

At next week’s New York Auto Show, Hyundai will spotlight the 2014 Equus, the mid-cycle update of its premium-luxury sedan. The sedan will compete with high-end makes, such as the Mercedes-Benz S-Class and BMW 7-Series.

Although you can buy a basic Hyundai Accent for $15,000, a fully-equipped Equus will nudge you over the $70,000 mark.

Don’t expect much of a discount at the dealer. The average Hyundai went out the door with givebacks around $1,420, according to data gathered by, a lower figure than any other major manufacturer but Honda.

The good news for Hyundai is that it broke its all-time sales record last year, and did it again in January and February. The bad news is that it is losing market share because it can’t keep up with the pace of the U.S. automotive recovery.



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