Originally Posted by
Mitsu3000gt
The way they see it, they are competing with the $150K Germans, so in their eyes they are offering you an absolute bargain. The problem is that nobody with $95K to spend is buying a Hyundai/Kia even if they can offer a similar value proposition. That's one reason why they spun off the Genesis brand. People care about brand way too much, even though Hyundai/Kia has come a ridiculously long way from when they were truly making garbage. Honda was there too back in the day, but they seemed to have an easier time changing people's opinions. For whatever reason, people just can't seem to get over the brand once price crosses a certain threshold and I think that threshold is lower in sports/prestige/luxury cars than it is with SUV's like the Santa Fe.
I'm guessing they won't sell well only due to price and they will be heavily discounted like the original Genesis' were, but we'll see. Or, if Hyundai subsidizes the used value and offers high residual leases (like Cadillac does) I could see them doing OK, but that's not a great business plan.