is affordable luxury an oxymoron?

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Old 27 Jan 2014, 09:39 am   #1 (permalink)
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Default is affordable luxury an oxymoron?

Ie people that buy a flagship hyundai and compare it to a japanese or german of Its class.
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Old 27 Jan 2014, 09:55 am   #2 (permalink)
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They'll be the ones driving, not driven thus not notice much

Affordable luxury is definitely not flat plastics, trim less anything, knobs, plastic chrome/wood

Affordable luxury is picking up an 2000 Audi a8 for 8000, save 10000 for repairs and your still golden

Which would embarrass any brand new Korean in many ways.
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Old 27 Jan 2014, 10:10 am   #3 (permalink)
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luxury does not necessarily mean more expensive. luxury means more comfort. if you can provide more comfort for a low price, then you have affordable luxury.

unfortunately, for Hyundai's sake, for many people luxury also means price and bragging rights. this is why I think the Equus will fail. Had they sold it under a different brand name (like how Toyota has Lexus and VW has Audi) and for about $10,000-$15,000 more, I think they would have done very well.

I also think that they could have done better if they put all their premium vehicles (Genesis coupe, Genesis sedan, and Equus) under a different name. That way you can develop brand identity of exclusivity for premium vehicles and economy for non premium ones.

Dodge is currently doing something similar by splitting RAM trucks and SRT sports cars from the main name. this lets dodge brand itself as a more modern, and fun brand while the Viper and RAM pickup truck can get their own brand identity.
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Old 27 Jan 2014, 10:25 am   #4 (permalink)
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It all depends on what you define as "affordable". There is no one definition of "affordable".
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