Hyundai has tackled one of the most difficult tasks in the auto market – establishing a new luxury brand. It is called Genesis, and it has most if not all the features of vehicles costing $15,000 more. In other words, the vehicle is a good deal for someone looking for ride comfort. The difficulty is that one cannot drive it yet and expect neighbors and strangers to stare in appreciation. It is a car without a reputation and in need of cachet. Hyundai understands that it is going to take time for the car to find its buyers, but the question for the manufacturer is how long. It will take years and more models for the American consumer to readily recognize the brand. Hyundai has to be patient and take it step by step. That is how other luxury sedans found their niches. Throwing money at the brand would be a waste.
Self Destruction
It is not pleasant to witness the destruction of an organization through the behavior of its managers. Yet, that is what is happening to Uber. The latest blows to the company come from its CEO arguing with a driver and an accusation of sexism in the ranks. Uber has a history of aggressive behavior, daring cities to stop it from entering and competing with cab services. The company’s attitude has been belligerent from the beginning, and it is catching up with it. The CEO is now on record saying he needs help in changing his leadership style. It might be too late. Uber’s drivers are angry with the company and competitors like Lyft are recruiting them away. Uber’s reputation is in danger, and it doesn’t have much time to get its house in order.
Blame The Other Guy
Blaming others for failure is a time-honored and lousy PR tactic. We have a former President and current occupant of the White House who is making a practice of it. Obama took every opportunity to blame former President Bush for the economy. President Trump is now blaming the generals for a SEAL’s death in the recent Yemen raid. It doesn’t matter that the incursion was planned before Trump was in office. He is in charge, so he is responsible. What is needed on the political front is an acceptance of whatever happens and apologies if merited. A politician doesn’t gain reputation by ducking whenever a bad thing happens. Citizens become cynical and wonder who is in charge. Trump should stand up, shoulder the blame and accept the burden. But then, that may be asking too much.