Once again it goes to prove EASY PRICING does not hit the right chords with the majority of those discriminating car buyers. If the name Hyundai still suggests the less-than-flattering-image of yourself.
Issue 1: People who consider Hyundai are the most frugal people. They will keep their cars for longer than 10 years. Hyundai needs more frequent repeat Hyundai buyers. (shooting in their own foot here)
Issue 2: Currently, people who consider their social personal images mean a lot will not ever consider buying a Hyundai no matter how good it is.
Here is a senario to think about.
Two singles meet and the man suggests to her that he would buy her a nice new car if she marries him. What a nice move indeed. Would he possibly offer a Hyundai to be his precious GF's car. Oh no, not in a million years. In fact, I offered her an Honda Accord and I don't even like Hondas.
Therefore, it is not the price but it is the prestige that sells cars especially in the Sonata segment.
Once again the reality is not what Hyundai was hoping for.
The lower price is a plus but Hyundai must produce products that people can simply call them "The indulgent best." it will be a long arduous struggle if Hyundai won't lose their current business model based on the "Cheap sells" mentality.