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.