InterviewsAl Ries Shares His Thoughts on the Hyundai Brand
September 12, 2014
Consumers differentiate between "models" and "brands." Genesis and Equus are not brands, they're models. And because consumers consider them to be models, their reputation is linked to the Hyundai name. And most consumers in America, for example, consider Hyundai to be a "cheap" vehicle, not a "luxury" vehicle.
