Hyundai Australia’s chief operating officer, John Kett, asserted that Hyundai vehicles will continue to be priced higher yet stand apart in quality compared with offerings from Chinese carmakers. This stance was shared with reports from carsales.com.au.
“We will likely keep an edge over the Chinese brands,” Kett noted. “To stay ahead, we must push technology forward and recognize that, for some customers, the value represented by our profits justifies the price.”
Kett explained that maintaining higher price points is part of Hyundai’s strategy to fund ongoing tech development and expand its product portfolio. He suggested that keeping prices too low, as seen during the mid-1990s price war with Japanese manufacturers, would compromise profitability and limit the ability to invest in cutting-edge models.
He emphasized that Hyundai’s pace of portfolio change is rapid, and sustaining that momentum is essential to justify its pricing strategy relative to competitors. The company intends to continue introducing high-tech improvements and new models to preserve market relevance and consumer perception of value.
Additionally, the report noted that Renault previously signaled plans for a new model, which would be showcased with a hood display feature. This detail underscores the broader context of automakers updating lineups and marketing approaches to attract attention and differentiate their offerings in a crowded market.