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Originally Posted by typeOnegative  Will Hyundai ever really break into the upper segment? Their offerings are improving in quality and backup support so it is kind of tough luck on them to lose out. |
Nope. As someone pointed out, they need to create a new brand for the upper market. When they took over Kia the idea was that Kia would address the budget market while Hyundai goes upmarket. Unfortunately Kia now produces much better looking cars than Hyundai - on the same Hyundai platforms...kind of shooting themselves in the foot.
So they will either have to create a new brand or take over some existing or disused marquee to push their products. Dig something up from the past, perhaps?
BTW you're right - the current Embera is a better car than the Accord. But they havent marketed it enough.