I came across this video of Hyundai’s new car, the Genesis which is apparently ‘as roomy as a Mercedes-Benz, quieter than a BMW 7-series and more powerful than a Lexus GS.’ ; all with a base price of $38,000.
While this car will not have the same status, the car does provide all of the same functional benefits as any of the above mentioned brands. In other words, the car provides all the Utilitarian benefits without the obvious Emotional, or Self-Identification feelings one has to more prestigious brands.
However, I would argue that Hyundai should not ignore the potential of this brand being the ultimate symbol for those who pride themselves in finding the best deals and wanting the most bang for their buck. Though, as this video points out, this car will not impress anyone at the golf club, it can certainly foster an inclusive group of like-minded people . . . A key ingredient of a tribe.