Posted By
TRACY SCHNEITER
on
1/21/2010 11:02 AM
For those of us who have recently been enjoying the Detroit Auto Show, it’s hard to ignore all the attention that Ford has been receiving especially with winning both Car and Truck of the Year Awards. But here at IRN we are pretty intrigued by what we see as ‘shifting sands’ of loyalty. Consumers have evolved in their idea of what comprises a “value vehicle” vs. a “solid investment.” Value traditionally meant lower price AND giving up features they desired. Investment tended to focus on warranty and reliability. Hyundai entered the US market with a phenomenal warranty offering that blew competitors out of the water but still competed in a price-sensitive market. Honda and Toyota have always focused on the long-term vision of offering solid designs (albeit stodgy by some) and limited price variances to maintain brand integrity. Here is where Hyundai is carefully intensifying their branding footprint into the critical mid-size sedan market….
The redesigned 2011 Sonata that is starting to arrive in dealerships now is causing headaches at Toyota and Honda (and it should). With 35 mpg, it beats all of the competitors in its class. Stylistically, it’s spot on – with European flare that the Japanese have been lacking for years and Americans will gravitate to. Hyundai will be offering a hybrid and turbo version later this year. The IRN crystal ball suggests that this vehicle will be winning Car of the Year at next year’s Detroit Auto Show….
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