Hyundai Dealers Must Cater to Customers to Sell the 2011 Equus

Hyundai’s new 2011 Equus sedan certainly packs a lot of luxury into an affordable package, but in order to sway luxury buyers -- especially those faithful to traditional luxury brands -- the company’s dealerships are going to have to go out of their way to cater to customers.

Expect dealers who sign up to handle the Equus line to go out of their way to pamper clientele. Those who buy cars in the same class as the Equus -- like the Mercedes-Benz S-class, or the Lexus LS460 -- are used to a different buying experience than presently offered to a typical Hyundai buyer.

“We want to improve the experience and appearance of our stores,” Dave Zuchowski, vice president of sales for Hyundai Motor America, told Automotive News. “Buyers of cars in this segment have higher expectations for their sales experience. We’re asking our dealers to meet those higher expectations.”

One expectation lies with service. All Equus owners will receive complimentary at-home pickup of their car for servicing, and will receive a free loaner Equus while the car is in the shop. Prospective customers can also receive the “at-home” touch -- dealers will arrange to bring the car to their homes, and will perform a walk-around and test drive on-site.

Any Hyundai dealer can opt to sell the Equus, but in order to do so, Hyundai is asking those who add the model to craft a special section of the sales floor dedicated to the car. The area will reportedly have special flooring, lighting, and contain a “brand wall” that has information about Hyundai’s accomplishments. Zuchowski estimates the revisions will run dealers roughly $30,000-$75,000, and that approximately 250-300 of Hyundai’s 790 stories will opt to sell the car.

Source: Automotive News (Subscription Required)

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