Hyundai Genesis will not go for a halo car to attract more attention from customers. While most would want to have a halo car to gain more popularity, Hyundai Genesis will not be taking this path according to the company's main man.
Manfred Fitzgerald, Genesis brand chief, in an interview, said that having a halo vehicle for the Genesis brand is simply not part of their spiel. The core of the brand heavily relies on alternative propulsion systems. He continued on by saying that it is a level playing field with the internal combustion engine's dominance of performance going a long way.
As compared to its equally capable Japanese counterparts, Korean car manufacturers are particularly averting the idea of making a halo supercar. Kia, another prolific Korean brand, alongside Daewoo, Renault Samsung, and SsangYong have never produced a supercar.
Its competitors, however, have joined the bandwagon. Japanese luxury brand Acura did the NFX, Lexus did the LFA, and Audi capitalized on the R8. Genesis, on the other hand, have stayed away from the idea following the lead of BMW, Jaguar, Volvo, and the likes.
The Hyundai Genesis brand is set to bring in its much-needed customers by providing the best features of its kind. Hyundai is also capitalizing on exceptional customer service and experience to get more numbers in its sales board.
Hyundai Genesis customers will be compelled by other things such as the brand, design, connectivity, and interior looks. These outstanding traits will eventually become the brand's future hallmarks as added by Fitzgerald. He said that the brand is fueled by passionate people and passionate designers. It is the core of what the company does which brings in a new proposition to the table.
This may be good marketing strategy coming from self-confessed non-typical marketing professional such as Manfred Fitzgerald. While other brands easily think that having a halo supercar is the best way to get attention, Hyundai Genesis veers away from what is a popular decision. Being somehow a non-conformist alone makes the brand an automatic stand-out.
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