Hyundai Motor Co. Chairman Chung Mong Koo insisted the revamped Equus luxury sedan meet all regulations in the U.S., where HyundaiÃ¢â‚¬â„¢s flagship has never been sold. Now the U.S. unit has to figure out how to sell a car that costs as much as eight times more than its Accent compacts.
Source: Bloomberg News
Keys: Marketing, sales, branding, pricing
Questions for discussion:
- Do you think Hyundai can succeed in selling to both of these markets?
- How would you deal with the task of creating a place in the market for the new model entry?
- What pricing issues will the firm have to contend with?