The premium brand from Hyundai will start selling its vehicles in the UK and we are very happy that it has decided to enter this market. They have launched a luxurious saloon, a customer-focused vehicle that will compete with the Mercedes-Benz E-Class.
More than three decades ago, a famous brand tried to enter the European luxury car market and we wouldn’t get into much detail, but you should know the vehicle they launched was LS400. For many Global car manufacturers, this market must seem like a very tough one and even though many of them have not even tried to make their way into it, they are getting a good idea from the outside. The Toyota premium brand is in the process of conquering this market but it’s far from it. There are many brands who tried their luck in this market but didn’t see much success like Cadillac, Chrysler, and infinity.
Whether you are looking into the market from the outside or the inside, it’s not a very encouraging market. The luxury brand DS has already started to make its move, but it’s still struggling. Even the brands that are already established and quite popular are struggling like Alfa Romeo and Jaguar.
Currently, there are three brands that are dominating the market, something which we have not seen before. The three brands are BMW, Audi, and Mercedes-Benz. They are not allowing other brands to grow in this market and there is only a little opportunity for them, although it seems like Tesla and Volvo will somehow manage to crack their way into it.
One of the reasons could be that the brand operates a little differently from the competitors. They want to approach luxury motoring differently. But, there is another bigger reason for this. The company is launching this brand in this region because they want it to be recognized. The chairman of the company backs this vehicle and he wants it to be recognized. He wants the brand to establish a name, equal to that of the rivals like Toyota, Volkswagen, and BMW.