Will Hyundai Battle Lexus with a New Premium Crossover?

CEO hints the company is aiming even higher upmarket.

Withsuccessful new models and the introduction of premium cars like the Genesisand Equus, it's easy to forget Hyundai's humble beginnings, when the companywas automatically associated with econoboxes and compromise. But now it seems the South Korean automaker is gaining moreand more confidence, with a possible upcoming entry into the premium crossovermodel. 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 premiumsegment: "We definitely studied a premium people mover, if you will. It isnot 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-wheelbaseplatform, providing a front-wheel drive large crossover that could cross swords with the current market kings.

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