The Future of Hyundai: V8 Luxury Coupes and No New Veloster?
Since the departure of former CEO John Krafcik, it seems as though Hyundai has made a b-line for the luxury segment, attempting to take on the likes of BMW, Benz, etc. It’s a daring approach taking into account the automaker’s history, and there are some pros and cons to along with this newfound approach. Pros: The introduction of the new Genesis sedan was very well received. It’s one of the better luxury sedans we've driven— not the best, but it makes a statement. Along with the Genesis sedan, the new Sonata goes slightly upmarket with sleeker looks and new equipment. Picking up where the old Sonata left off, essentially. PHOTOS: See More of the 2013 Hyundai HND-9 Concept
But with the good comes more bad.
Cons: With this strategic move upmarket, Hyundai is killing off a few ideas that made the brand successful in the first place. The Genesis coupe is likely to lose its 4-cylinder engine, and go with a turbo-six, and even a V8. It’s a shame, really, that the best affordable sports coupe on the market has decided to go upmarket, to where it will never be able to compete with the likes of BMW and Lexus.
Other news suggests that the fun and quirky Veloster may never see a second generation. This is likely just another cog in Hyundai’s upmarket approach, seeing as though a ‘luxury' Veloster just isn’t something palpable in the market. At least not yet.
PHOTOS: See More of the 2013 Hyundai Veloster Turbo
Whether these early rumors will stand has yet to be found out. But we do know that Hyundai is striving for luxury, a segment crowded with brands that have a long and distinguished history. We just hope it can survive.
PHOTOS: See More of the 2015 Hyundai Genesis