Speaking to Edmunds in a recent interview, Hyundai Motor America CEO Dave Zuchowski suggests the company is still studying a “premium people mover” that could be built upon the Santa Fe’s front-wheel-drive platform.
The Korean company is keeping quiet any other details surrounding the crossover itself, though Zuchowski readily acknowledges significant challenges in marketing the premium model without a separate distinguished brand and distribution network a la Toyota’s Lexus or General Motors’ Cadillac.
“One of our problems is we made a conscious decision on our premium products not to establish a secondary distribution channel,” the executive added.
A premium crossover will not make the company add a second distribution channel, however executives are hesitant to commit to a model that will share the Santa Fe platform and sell directly alongside the cheaper model in the same showroom.
As executives continue to ponder the upmarket offering, the company has confirmed development plans for a small crossover that will be aimed at the Nissan Juke. Possible launch timing for the new mainstream model has not been announced.
Photo by Mark Elias.
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