Contrary to the "change" and "greenie" merchants, I think Hyundai has made the right decision here. They understand the market and what drives purchasing decisions in this segment, as proven by the success of other manufacturers in recent years. Engine and transmission technological improvements, and extra features/luxury, more than satisfy the buyers in this segment. Direct injection providing more mileage, HP and torque all at the same time? Just fine and "more than enough" for these potential buyers, thank you very much.
This is obviously an entirely different segment than Hummer owners, both from the standpoint of buyers and opinions by others about those buyers. Except for a very minor radical segment of the population, I think most people won't think any different about drivers of luxury cars like this than they did 1,2 or 5 years ago. That "fringe group" was yelling into the wind then, and even 10 years ago just like now. Nothing has changed really, even the numbers of people "at the fringe".
However Hyundai still has the same image and market value problems to overcome. Its admirable how they attack these conceptions in the only way they can, by creating more and more, convinced they can force change in these perceptions. I for one don't think they can pull it off, only make partial improvements and still find themselves behind in the upper end of the market. IE; they won't be able to force their way into the "exclusive clubs" where they haven't been invited!
