I am 60 years old. I am in the age group that can afford and wants a safer handling car, in all weather conditions and have it handle good. (unlike the regular AWD/FWD 1.6T Kona cars that are under sprung and are somewhat dangerous in a panic stop with horrid nose dive and tail lift.) I have not had a ticket yet in my Kona and I drive it hard on the street. I just drive it that way in safe to human areas.I believe if you look at the demographics of Kona buyers it reveals Hyundai’s market/product strategy.
In the US, the N Line is a perfect package for Hyundai sales. The N is aimed at a specific (younger) buyer who doesn’t mind getting tickets. Throwing the car into turns on suburban streets or on/off ramps isn’t mainstream for Kona buyers.
The N is for the track enthusiast and street enthusiasts most of which are not yet in their 50’s.
Looking at Hyundai’s sales successes one has to believe they know what they’re doing in terms of market strategy. An individual or small community of enthusiasts isn’t a market that can propel the stock price of a company nor impact the P/L.
It’s volume, market penetration.
Just had a dealer here in NY quote me $10k over MSRP. As far as the car's demographic; I'm a 67 y/o male and what would be considered a hardcore auto enthusiast, have a 10th Anniversary Miata and the original owner of a mint 87 RX-7 Turbo, plus my old reliable pick-up; other than my wife's cars (she now has a Fiat) have only owned 1 automatic trans car (ankle surgery requirement). I saw the Kona N as something that would satisfy my wife's want to sit high, but I could enjoy on the rare ocassion I drive her car. But @ $45k, no way, that's going to whole other level of vehicle. Of course they start to tell me what a rare car it is and how it will retain its value. Yeah, a future collectible Kona.
Funny you say that about buyers remembering, that's almost verbatim what I told the salesman.In addition to being price gouged can you imagine all the people that paid those “market adjustment” prices are now upside down on their loans !
I work selling to franchise dealerships. I have customers placing $10k add on pricing for no reason other than short supply. What they don’t realize is when this music stops buyers will remember and patronize other dealerships.
I’ve got customers that once had 500-700 cars sitting on their lot and now have 20. It’s a mess but people continue to pay inflated prices.
The Golf R is actually now a $50-60k vehicle due to nasty dealer markups. It’ll be a cold day in **** when you find one for $44k.ELPTXJC the Golf R and Focus RS have never been in competition with the KN. The RS has not been made since 2018. The R is ~$44,000 AWD 315HP hatch and somewhat of a legend.
Sadly there is little in the way of community for the KN and what exists is very weak.
When I see a post suggesting that a muffler shop can build a intercooler that's when I realize I'm in the wrong place.
The intercooler for my Abarth had over 50 hours of flow testing and engineered design work to provide peak performance. Not one was built but ~75 to make it worth the manufactures' investment and affordable to the buyer.
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