Hyundai Reshapes Premium Sales Strategy Ahead of New Genesis and Equus Launches
Hyundai is restructuring its US retail and marketing operations for the Genesis and Equus lines, hiring new field managers and targeting a stronger premium brand presence ahead of the 2014 model launches.
Hyundai Motor America is overhauling its sales and marketing approach for its premium models in the United States, as it prepares to launch second-generation versions of the Genesis and Equus. The company has created new field management roles and is rolling out dedicated procedures for retailing its upmarket nameplates, aiming to sharpen its appeal to luxury buyers.
The changes come as Hyundai seeks to build on modest but steady growth in its premium segment. According to company figures, the Genesis sedan, Genesis Coupe and Equus together accounted for 37,945 US sales in 2012, a 5% increase over the previous year. With the redesigned Genesis sedan scheduled for launch in early 2014, followed by updates to the Genesis Coupe and Equus, Hyundai is signalling its intent to compete more directly with established luxury brands.
Dedicated field management for premium models
In recent months, Hyundai has recruited a team of field managers tasked with overseeing marketing, sales and retail strategies for its premium vehicles. Each of Hyundai’s five US regions will have a premium product operations manager, reporting to a senior group manager at the company’s headquarters in Southern California. The new structure is designed to identify and spread best practices among dealerships, with a focus on customer service and tailored marketing for buyers of higher-end models.
This shift reflects Hyundai’s recognition that premium buyers expect a different retail experience from mainstream customers. The company’s management has acknowledged that the Genesis and Equus lines attract a distinct demographic, requiring dedicated attention at the dealership level. The new field managers are charged with finding and implementing customer service improvements and marketing initiatives that match luxury-segment expectations.
Preparing for new model launches
The strategy revamp comes as Hyundai readies the next-generation Genesis sedan, which first launched in 2008. The Genesis Coupe followed in 2009, and the Equus joined the US line-up in 2011. The company is aiming to use the new organisational structure to support the introduction of these updated models and to strengthen its position in the premium market. Hyundai’s move follows several years of sales growth, but it faces entrenched competition from brands such as Lexus, BMW and Mercedes-Benz.
- New field managers for Genesis and Equus in each US region
- Focus on dealership best practices for premium buyers
- Next-generation Genesis sedan launch scheduled for early 2014
Hyundai’s renewed focus on premium retail operations is intended to help the brand move further upmarket and deliver a customer experience to match. The effectiveness of these changes will become clearer as the next-generation models arrive and Hyundai’s dealers adapt to the new approach.
