'Hyundai Motor can learn from Mercedes-Benz'

By Lee Hyo-sik

Mercedes-Benz Korea CEO Dimitris Psillakis speaks during a media event to showcase the automaker's SUV lineup at the Muju Resort, North Jeolla Province, Tuesday. / Courtesy of Mercedes-Benz

Hyundai Motor can learn from Mercedes-Benz on how to produce and market premium vehicles as Korea’s largest automaker is set to roll out its first luxury brand model, the EQ900 (globally named the G90), the head of the German carmaker’s Korean unit said Tuesday.

Mercedes-Benz Korea CEO Dimitris Psillakis said it is not easy to establish a globally-recognized premium brand, stressing that Hyundai will have to make significant investments to woo high-end motorists.

“We are the leader in the global premium luxury vehicle market over the years. In this respect, Hyundai can learn many things from us,” Psillakis said during a media event at the Muju Resort in North Jeolla Province. “Among others, Hyundai can learn how we created a luxury brand and how we treat our customers.”

The Greek-born CEO, who came to Korea in September, said he welcomes Hyundai’s move to introduce its luxury Genesis brand. “We welcome Hyundai’s entry into the luxury car market. This segment will be more competitive in Korea. We believe we can improve our products and services by competing with rivals.

He then expressed optimism toward the G90, saying that the premium sedan will be a success. “Considering what Hyundai has achieved so far over the years, its Genesis brand will be successful.”

However, Hyundai has to invest substantially to nurture a globally-renowned premium brand, Psillakis said, adding that the company needs to open new show rooms, service centers and other facilities to meet expectations from high-end consumers.

“Those driving luxury vehicles are not easy to please, particularly Korean consumers,” the CEO said. “Hyundai has to provide top-quality vehicles, customer services and much more. But in reality, it is not easy. I believe that they can learn something from us.”

Psillakis then said Hyundai is not on a par with Mercedes-Benz, adding that it is nonsense to compare the German automaker’s vehicles with those of Hyundai.

“You cannot compare the quality of the $10 wine with the one worth $100. Hyundai is not a premium car maker. Its cars are not on the same level as our vehicles,” the CEO said. “I want Korean consumers to compare our cars with Hyundai’s Genesis brand models. They will then know what a wonderful job we have done for them.”

His remarks come at a time when Hyundai is making a last pitch to introduce its first luxury premium sedan G90. The car has been attracting a great deal of attention from motorists at home and abroad. The first of the G90s are scheduled to be delivered to those who made pre-orders as early as January next year.