Tag Archives: s class

Hyundai Genesis & Equus Marketing Tactics

So we all know about product placement and the techniques of branding that companies use, like well designed labeling and the weight of price over value, but what you don’t know is to what effects marketing tactics like these can have on an unsuspecting customer base.

What do I mean by this? For example Hyundai uses the same tactics to market their cars to not only the new younger generation but to those worried about the class status of their vehicle and what it in turn says about them. Like the design of a Hyundai but fear that you will be looked down upon for owning a cheap Korean car? Well look no further because for people who can’t tell the difference between a Mercedes Benz and a Hyundai without the hood ornament, all it takes is a new symbol.

The reason why I know it is working is because not only have people in LA been embracing the new design but because people who know me send me pictures of new Hyundai’s thinking it is a more expensive car that I might be interested in taking a look at. Yes, it’s happened. To the average Joe Shmoe the new Hyundai Genesis has the look of a brand new luxury sedan. The body shape of the Hyundai Genesis is basically the love child of the Toyota Camry and the Mercedes Benz S550 plus or minus an awkward looking grill

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Hyundai Genesis

Toyota Camry

Mercedes Benz S550 (Brabus)

See the resemblance? But by taking off the Hyundai symbol that used to come on the older models it has boosted sales incredibly. When the Hyundai Genesis first went on sale August of 2008 sales were dismal but now but sales rose to over 21,000 vehicles in 2009 and they are expected to sell over 50,000 units every year from here on out. That’s a big jump from 6,000 units in 5 months.

But the marketing ploys don’t stop here. Toyota has the Lexus, Nissan has the Infinity so Hyundai wanted their own Premium Brand name as well so they created the Equus brand.

But instead of being original they have borrowed from many designs to make only an inferior copy of greatness. Basically they’ve made a rear wheel drive platform vehicle copy to try and sell to the mass population as a luxury sedan.

Unoriginal qualities

-The name itself is a Latin term meaning horse or steed. (Real Original).

-The hood ornament looks AWFULLY similar to the Rolls Royce flying woman emblem.

-Mercedes S Class body frame from the top/front & BMW 5/6 series frame from side and back.

-Double between Lincoln grill and the split grill BMW is known for.

-Mercedes Benz headlights / tail lights

Why would I pay over $60,000 for a mere shoddy replica of a nice car?

Heavy curb weight, horrible turning diameter, 15mpg…

It’s one thing to pay $34,000 on a car that looks expensive (Genesis) but it’s another thing to spend twice that on something that is basically the same but just has a V8 instead of a V6. Did I mention you get better gas mileage from the Genesis?

It’s hard to find anything that offsets the Equus from the Genesis. There is no WOW factor, even reviewers claim that this is the new Mercedes. Just because you copy the shape and look does not mean that the S class is replaceable. There is a reason the Mercedes Benz S Class keeps winning the Best Luxury Sedan of the year award.

For people who know nothing about cars and want to believe that the Hyudai Equus is better than the Mercedes Benz S Class, they can go right ahead into thinking so. Don’t fall for the branding marketing ploys of Hyundai.

Low Torque, Inferior Interior, no All wheel drive = THAT is what you’re getting from the Equus.

Coming from a family who owns multiple S Class Mercedes, never have they disappointed me in horsepower, interior design or driving capabilities.

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That’s right it’s GYM TIME! You know what that means…

More car pictures!

But before I get into that I have to thank Mark for the early Valentines Day present he has sent me.

I only wear weapon jewelry so it’s perfect! Now I have a sword to add to my collection! Muhahaha! I absolutely adore it! And it’s actually pretty sharp if anyone tries anything on me. I’ll just be like “Hi-Yah!” and then I’ll stab them with my sword necklace. Death by necklace. It’d make for a good SVU episode that’s for sure.

But back to the subject of cars. Jack sent me an edited picture of the Volvo 1800S he saw yesterday:

Just gorgeous isn’t it? That’s what I’M saving my money for. Mmhm! I’ll have you someday!!! A girl can dream can’t she?

But the main part of going to the gym that I look forward to is seeing all the nice cars in the parking lot. Who would’ve thought a Golds Gym parking lot would be packed full of Porsche 912’s and tons of different Ferraris. I guess that’s why my membership is so god damn expensive? Haha. (*Thanks Mark for that*) But nothing too crazy in the parking lot today. Just a lot of classics that I love seeing day to day. I guess today can be my tribute to classic Mercedes throughout the ages. I’ll be a MB girl for life. I can’t help these things…you can blame my mother.

Mercedes Benz 550 SEL – Late 1970s

Mercedes Benz CL55 AMG – 2001-2003

Mercedes Benz C36 AMG – 1993-1997

But I guess this wouldn’t be a very meaningful blog if it were just filled with pictures so I guess I can teach everyone a little something as well. I’m sure a lot of people see Mercedes Benz AMG’s speeding about on their local streets and aren’t really sure what they’re all about so here goes.

AMG stands for Aufrecht, Melcher and Großaspach

*Aufrecht after former Mercedes engineer Hans Werner Aufrecht

*Melcher after other partner and also former Mercedes engineer Erhard Melcher

*Großaspach which was the name of Aufrecht’s birthplace

AMG was founded by Aufrecht and Melcher in 1967 and it was meant to be a racing engine forge, meaning that they were in the business to create high performance engines that could be used for racing. The popularity of the AMG engines rose as people sought out their products to enhance their own cars. Because of growing demand DaimlerChrysler thought it about time to sign a deal with Aufrecht so they could work together to build a line of high performance vehicles for Mercedes Benz. Melcher had stopped being a partner by this time. But as things go DaimlerChrysler owned a majority of shares while still doing business with Aufrecht and by 2005 Aufrecht had sold all of his shares over to DaimlerChrysler making the AMG subsidiary wholly owned by DaimlerChrysler. They still make racing engines in Germany under the name HWA which stands for Aufrecht’s initials. In the market today the AMG models of Mercedes Benz, excluding the more expensive non-AMG V12 models, are the most expensive, highest performing, best handling and most stable of all of the cars offered by Daimler-Benz.

As for the SEL class, up until 1993 Mercedes Benz was using numbers and then letters to signify design and specifications of the car but with the introduction of the C-Class the order had been reversed. What used to be SEL, which were the long-wheelbase models, and the SE, which were the regular-length models, Mercedes had decided to put them all under the single letter S which is what we see today.

Hope someone got something out of that. Yay for learning! Especially about cars!

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