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Post China & S Korea missile row, Hyundai plots branding reboot for Beijing

Hyundai's faced backlash in sales as S Korea deployed US anti-missile defence system

Reuters  |  Seoul/Beijing 

Bruised by anti-Korean sentiment in its biggest market and losing ground to local automakers, Hyundai Motor will open its first Chinese brand store, and may locally assemble its premium Genesis cars and accelerate the launch of a sport-utility vehicle (SUV), people familiar with the plans said. The measures are aimed at rebooting the South Korean firm's branding in China, where many see Hyundai as a lower-end maker of city taxis. Hyundai and its affiliate Kia Motors were not long ago ranked third among foreign car brands in China, but recent sales have been hit by a consumer ...

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First Published: Sun, May 28 2017. 16:43 IST
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