Will a Korean Executive Sedan Ever Roll in North America?

Hyundai is an automaker on the move. Not only is its own brand succeeding in almost all market segments, it has recently purchased Kia and is restructuring its model lineup to compliment Hyundai cars and SUVs.

This gives Hyundai an intriguing opportunity. Much like Volkswagen has been moving the VW brand upmarket with its extremely high perceived quality interiors and top-tier features in all models, plus high-end Touareg and Phaeton models, Hyundai could do likewise by making Kia the entry-level brand and its cars the more established models to gravitate to while on the upwardly mobile ladder.

While Hyundai would

With the purchase of Kia, Hyundai is now in a position to move its own brand upmarket. (Photo: Hyundai Motor America)

It eclipses the XG 350 in overall size, measuring 201.0 inches in length, 73.6 inches in width, and

Will Hyundai be selling the luxury Centennial model in Europe and North America anytime soon? (Photo: Hyundai Motor America)

To put it into perspective, the Centennial is longer and wider than the current Infiniti Q45, Lexus LS 430 and Mercedes-Benz S-Class, while longer than the BMW 745i. Heck, its almost as long as the Audi A8 L, BMW 745iL, Mercedes-Benz S600, and Volkswagen Phaeton, the VW being longest of them all. But before VW fans get too excited, Hyundai is said to also have a long wheelbase version of

The long wheelbase version of the Centennial stretches it out past Volkswagen Phaeton proportions. (Photo: Hyundai Motor America)

But longer or not, would North American luxury buyers want a full-size Korean premium car? Thats a difficult question, albeit similar to one answered by Toyota and Nissan back in the early 90s with the advent of the Lexus LS 400 and Infiniti Q45. Japanese cars were seen in much the same light by North American consumers in the late 1980s as Korean cars are perceived now, and with Hyundai moving up the quality charts, bypassing Toyota in the most

It has worked for Toyota and not quite as well for Nissan, but will North American luxury buyers consider a premium Hyundai? (Photo: Hyundai Motor America)

But Toyota and Nissan re-branded their top-tier entrants, a move that Hyundai would be wise to follow. Developing and then marketing a new brand, however, is extremely expensive and takes time to take hold in the marketplace. It might be seen as a risky proposal for the Korean automotive giant.

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