Hyundai have for a long time been moving along the outside edges of the prestige car market, with the Equus they have some measured success, but nothing much to shout out about. After going back to the drawing board those clever designers in Korea have been working hard and they have come up with the BH, this is going to be Hyundai answer to Lexus.
The company are going to have a seriously hard time trying to convince die hard Mercedes, Lexus and BMW fans to not only switch over to driving a Hyundai, but to also pay out the estimated $30,000+ for the trouble. The guys at Hyundai find themselves in a very similar situation to Toyota and Nissan (Datsun) found themselves in the 1970’s and 1980’s but now the companies and their products are well established within the automotive industry.
The BH is expected to be officially launched in April at the New York Motor Show, and will sport two types of engine, the entry level is a 3.8 Liter V6, this is expected to be around the price of $30K and the 4.6 liter V8, which will have the price tag of around $40K, forgetting the European cars for the moment, the main target for the BH has to be the Lexus, which is still a lot more expensive, but the Lexus has the added benefit of being around for a while, people have got used to the name and in some cases probably do not even associate it with Toyota any more, Hyundai on the other hand have a ground to make up and a lot of convincing to do, it is going to be extremely hard to establish the BH into the marketplace which is dominated by Mercedes, BMW, Lexus and other popular makes.
Source [GM Inside News]