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Hyundai mulling new Lexus-fighting upscale crossover

The idea of Hyundai marketing a luxury automobile might have seemed ridiculous a decade ago, but that was before the Genesis sedan, Genesis coupe and Equus came along. Now that buyers seem more accustomed to the notion of an upscale Hyundai, the Korean automaker is said to be considering launching a luxury crossover to take on the likes of the Lexus RX and Cadillac SRX.
The report comes from our compatriots at Edmunds, who spoke to Dave Zuchowski, head of Hyundai's North American unit, who said that the project is not yet part of the company's plan, but that "it is something under consideration."
The last time Hyundai entered that territory was with the Veracruz (pictured above), a model that was sometimes compared to but ultimately failed to compete with the Lexus RX when it was sold between 2006 and 2011. The Veracruz was effectively replaced by the seven-passenger Santa Fe with which it shared its underpinnings. This new project being considered would similarly be based on the latest Santa Fe, and the challenge Hyundai is facing once again would be to position it as a sufficiently upscale product to warrant a premium sticker price.

Hyundai reveals refreshed Grandeur sedan in South Korea

Never heard of the Hyundai Grandeur? That's alright, because that's just the name the model uses domestically. Over here it's known as the Azera, but it's back in Korea where Hyundai has revealed a revised version of what is currently the company's largest front-drive sedan.
Compared with the previous Grandeur and even the recently redone Azera we know, the new model is marginally longer and benefits from a redesigned bumpers front and rear, a new grille, new LED fog lamps and upgraded equipment. Inside there's a reshaped center stack with upgraded HVAC controls and an eight-inch nav screen, and keeping it all on the straight and narrow are all the latest electronic aids you'd expect of a high-end model from a global automaker.
Whereas the Azera is offered here with a 3.3-liter V6 packing 293 horsepower and 255 pound-feet of torque, back home Grandeur buyers get a choice of the 2.4-liter Theta II four-cylinder with 187 hp and 178 lb-ft or a 2.2-liter diesel with 199 hp and 325 lb-ft.

Hyundai mulling new small CUV under Tucson

Hyundai maintains it can barely build enough of its core models to satisfy North American consumers, but that doesn't mean it isn't keen to expand its offerings to capture developing segments of the market. According to Edmunds, one of those expanding niches could be the burgeoning subcompact crossover segment. The website quotes Hyundai North America president and CEO John Krafcik as acknowledging his company is "very under-represented" in crossovers, the market's hottest vehicle type.
With the discontinuation of the Veracruz, Hyundai is down to two CUV nameplates, Tucson (pictured) and Santa Fe, the latter of which covers two segments with a two-row Sport and long-wheelbase three-row model. And while Hyundai commands seven percent of the US sedan market, the company estimates it only has two percent of the truck segment.
And while Krafcik stops short of confirming a new model, he acknowledges "a new segment is emerging" underneath the Tucson and says, "I think it's something to look at." At the moment, the subcompact softroader segment remains small and somewhat amorphous, with tiny CUV offerings like the Buick Encore, Nissan Juke, and now-discontinued Suzuki SX4 illustrating that there are a lot of different ways to package and market such a vehicle.