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Audi, Apple, Starbucks...Hyundai Marketings pitch for the i40.
http://www.autocar.co.uk/News/NewsArticle/AllCars/255498/
‘Modern premium’ is the firm’s desire to offer cars with “all the credentials of an Audi but an affordable price,” Hyundai’s UK managing director Tony Whitehorn told Autocar.
“Apple and Starbucks are good examples of modern premium,” he said. “They offer good quality products that everyone can enjoy. We want to offer cars with all the equipment, looks and feel of a premium car but at accessible prices.”
He said premium marques were now offering cheaper cars that offered less standard equipment as a way for them to more easily “sell a badge”. “We will do what they do without the badge but match them on luxury,” added Whitehorn.
http://www.autocar.co.uk/News/NewsArticle/AllCars/255498/