Hyundai Changes Sales Strategy image

Hyundai will create retail marketing procedures for its Equus and Genesis nameplates, as the automaker prepares to introduce a second-generation of the upscale models.

Over the past months, Hyundai has hired several field managers, responsible for the marketing, sales and retail strategies for the Genesis Coupe, Genesis sedan and the $60,000-plus Equus sedan. The automaker will also have for each of its five regions a premium product operations manager, who will report to a senior group manager from the headquarters of Hyundai Motor America, located in Southern Carolina.

Hyundai will introduce the next-generation of its luxury cars at the beginning of 2014 with the redesigned Genesis sedan, which debuted in 2008, followed by the Genesis coupe in 2009 and in 2011 by the Equus. Last year the three models sold 37,945 units, an increase of 5% from 2011.

The first thing the field managers have to do is to identify premium best practices that are used by the company’s dealerships and improve them with new customer service and marketing ideas. Hyundai Motor America CEO John Krafcik said that this new structure is of utmost importance for the automaker.

“The realization was that these are different products and different demographics,” Krafcik said. “The thought was that we could do even better in focusing on premium and taking things to the next level with some focused people in the field.”