Hyundai may have started out as a value brand, but the Korean automaker is looking to make a move upscale in Europe. Hyundai Europe has announced a new €60 million initiative to move the Hyundai brand up-scale through vast improvements to its dealer network.
Dubbed Mission Q, the new program will make improvements to each of Hyundai’s 2,500 European dealers. Dealers will be required to front one-third of the improvement costs, with both Hyundai and its distributors kicking in a third each. Dealers are required to front a minimum of €24,000.
“We want people to think of Hyundai as a market leader in quality, SUVs, family cars and because of our sports sponsorships, and then later come to the price discussion,” Jens Nagl, Hyundai’s head of European dealer development, told Automotive News.
The move is also intended to distance Hyundai from new competition from India and China which are moving in to fill the low-cost niche.
