the biggest challenge for Genesis isn't their product...it's the fact many people who buy the BMW, Audi and Merc products lease them and their lease rates are usually quite low as well as the badge snobbery that is quite strong in many of those circles.
I am quite honestly getting tired of people using this "snobbery" word. Not directed personally at you but let's think about it.
What does the word "luxury" mean? One of the integral parts of luxury is pedigree, heritage. Your Kia Rio in all likelihood has more standard features than a base "luxury" brand car. That's not what makes a luxury car "luxury".
We've been through this a number of times on this forum.
The intangible qualities of a car are just as real as the list of features. It's all about perception, and perception is just as real as everything else.
Lexus had stayed true to its mission for a number of years before the "perception" materialized for them and now they reap the benefits.
Ignoring it is a perfect recipe for failure.
Staying the course, churning out a great product after a good product consistently year after year MAY result in success. But not now yet, for Genesis.
Look at Caddy. They had a great product in the ATS - award after award. It was acclaimed as the 3-series crusher. And where is it now? Ultimate and total oblivion. Total dud regardless of how good it was on the 'ring. The ATS name is GONE. And Caddy had (hopefully, still hasn't lost completely) the pedigree to draw upon.
You have to have ALL ducks in a row to strike gold. I hear Hyundai is committed to the Genesis brand but so far, I see them as Acura/Infinity alternatives, and not higher. Why? A few obvious missteps - lack of dealer network (availability), failure to completely separate the brand from its "lower" sister Hyundai, and investing from the get-go into the dwindling sedan market (where is the bloody Genesis CUV?). These are all setbacks that will cost them in the end.
Let's get back to this in a few years and see where the Genesis brand lands.
