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Hyundai Motor Co. Chairman Chung Mong Koo insisted the revamped Equus luxury sedan meet all regulations in the U.S., where Hyundai’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

Date: 4/17/2009

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?

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