Skip to main content

5 Solutions for Hyundai to Sell Genesis in Europe

There's a problem Hyundai is having in Europe. Consumers see it as a value brand, which could be problematic for the launch of the 2015 Hyundai Genesis, a vehicle that needs to sell in Europe to become a true global success.

There are things the Korean automaker needs to do to make it succeed.

“Until now, we did not launch any luxury cars in Europe, which shows how tough the premium segment is,” said Lee In-cheol, vice president for Hyundai’s international sales division in a New York Times article. “Now we think the market is ready.”

So, is the market ready for the 2015 Hyundai Genesis? Here are some solutions for how to do it. Feel free to add you own:

  • Don't sell it as a luxury vehicle at a value price. Sell it at a luxury price
  • Emphasize how well it has done at Nürburgring – the famous German test track. Korean commercials emphasize that point. European advertising should too.
  • Embrace Spanish-language media in the U.S. Sounds strange but speak to a Spanish-speaking automotive writer in the U.S. and tons of their traffic comes from Spanish speaking countries, including Spain.
  • Adapt the Equus service model to Genesis sales. Make the European buyers feel like royalty.
  • Get a charismatic leader to move the brand. John Krafcik, the recently departed head of Hyundai Motors America, was the face of the brand. Hyundai needs to find a similar leader for Europe.

Add your thoughts in the comments below.


Greg (not verified)    February 13, 2014 - 10:09AM

Do you think Hyundai missed its chance for Genesis in Europe by not offering a Diesel engine option? Also, what is the price of the new Hyundai Genesis in Europe and how is it comparable with the US price?

Alexi (not verified)    February 13, 2014 - 10:14AM

Well, European tend to drive smaller cars. Genesis is pretty sizable for average European standards. Their streets are smaller and traffic congestions a common experience. To attract European buyers Hyundai should offer Genesis at a very competitive price to compete with smaller cars, which seem to meet European drivers' needs pretty well.