Will Hyundai Battle Lexus with a New Premium Crossover?

Rumor

CEO hints the company is aiming even higher upmarket.

With successful new models and the introduction of premium cars like the Genesis and Equus, it's easy to forget Hyundai's humble beginnings, when the company was automatically associated with econoboxes and compromise. But now it seems the South Korean automaker is gaining more and more confidence, with a possible upcoming entry into the premium crossover model. One that would battle industry leaders like the Lexus RX and Acura MDX.

Speaking to Edmunds, Hyundai Motor America CEO Dave Zuchowski claimed the company has been looking into expanding its entries in the premium segment: "We definitely studied a premium people mover, if you will. It is not in the plan and it is not eliminated. It is something under consideration." This model would most probably be based on the Hyundai Sante Fe long-wheelbase platform, providing a front-wheel drive large crossover that could cross swords with the current market kings.

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