Limo drivers a prime target for Hyundai Genesis

Hyundai wants broad exposure for its new luxury sedan to change perception of the Korean brand

Hyundai Genesis interior

HYUNDAI says limousine drivers are a key target market for its new Genesis luxury sedan.

The lure of a five-year unlimited-kilometre warranty and five years or 75,000km of free servicing will be enough for many, even if the claimed fuel use of 11.2L/100km makes it one of the thirstier cars on the road.

Already dozens of limousine drivers have made a detour to Hyundai’s head offices in Sydney’s Macquarie Park to inspect early arrivals of the Genesis, which went on sale last week.

“The limo drivers found out we had cars at our head office … we’ve had a steady stream come past [over the past few weeks],” Hyundai Australia chief operating officer John Elsworth said.

“We’re also going to put some influential limo drivers in loan cars.

“We honestly believe having interest from limo drivers is significant.

“We think we’ve got a pretty unique offering with the size of the vehicle, the value in the car and also the fact that it does come with a five-year unlimited-kilometre warranty and the five-year scheduled servicing all packaged up.”

Elsworth said getting people to look past the badge was a significant challenge but that transporting them in a Genesis limousine was a positive way of showcasing the cars to a large number of people.

“You’re exposing the car to many, many more people … you are getting a lot more people into your car. Ultimately, they can provide you with fantastic word of mouth.

“We’re very confident the car will stand the test of time in terms of quality.”

Hire-car operators in Australia have typically turned to the locally produced large cars to transport people looking for something more luxurious than a taxi.

But with the Holden Statesman and Ford Fairlane/LTD long gone and the dwindling Caprice set to be killed off by the end of 2017, drivers are more willing to look elsewhere, including the Skoda Superb, Lexus LS, Chrysler 300 and various German luxury sedans.


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