Photo: Mulad via flickr
Over the last decade, Hyundai has quietly made moves up the ladder to play in the luxury car market.In 2008, the Genesis became the first warning shot fired directly at German competitors like the BMW 5-Series and Audi A6. The rear-wheel-drive sedan offered comparable features at a price that was thousands less than its German opposition.
And unlike Hyundais of the past, the car wasn’t bad at all.
In 2010, Hyundai upped the bar once more by introducing the Equus to the US market. While the car was already well known in the home market, a Korean car that costs in excess of $60,000 had never been seen in America.
Hyundai realised that pushing the bar so high would also necessitate upgrades to their customer service infrastructure. Since the brand did not have the prestigious nameplate of one of the established luxury players, they needed to find a way to convince those buyers that the Equus was the car for them.
They surely rose to the occasion.
The first Equuses (Equui?) that were sold in North America were equipped with the owners manual on an iPad that came with the car. That feature was not available on any other luxury car sold in America at the time.
Hyundai has also transformed service for Equus owners.
Photo: MSVG via flickr
While service centres at dealerships have become very slick and fast, Equus owners never have to set foot in one for any reason. Even for something as minor as an oil change, Hyundai will deliver a loaner car to your home and take the Equus in to be serviced, returning it when they are done.And for the first owner of the vehicle, all maintenance performed on the car is free of charge.
There is also a hotline with operators dedicated to Equus owners. Seven days a week these operators are available to answer even the most minute details for current and prospective Equus owners.
While the Equus is a very complicated vehicle, Hyundai’s warranty remains unchanged. 10 years or 100,000 miles, whichever comes first.
These are all key factors in attracting customers that expect a Mercedes-Benz or BMW level of service. While many customers may have issues with paying over $60,000 for a Hyundai, the company is working their hardest to make sure that the ownership experience exceeds their customer’s expectations.
Now the established makers need to look at ways they can exceed the standards that Hyundai is setting.
NOW WATCH: Executive Life videos
Business Insider Emails & Alerts
Site highlights each day to your inbox.