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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