Quote:
Originally Posted by Gridlock
This makes total sense for them. The incremental cost to have someone, anyone-Hermes in this case dump a fancy interior into a couple of cars as prototypes, and a few more if you actually get orders is nothing.
And Hyundai gets to take photos of it and say, "look what we can do", and it slowly starts to change the perception of them as a cheapy car maker to a pimpy one.
Just sell them to rich Koreans alone, ones that are going to take more pride in a homemade sedan than a European one. Done.
It's the same reason that car makers will lose money on the high end cars, or break even...it changes the perception of the brand.
"Oh! I LOVE nissan...the GTR is amazing. I'll take a Versa" I now drive a car from the maker of the GTR.
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That's exactly the reasoning behind halo cars. Sure, they may be huge money losses (Veyron, LFA, etc), but they get people excited and talking about the brand.