Hyundai is incorporating the high fashion of Hermes in not-for-sale Equus models in an attempt at "improving brand image" and putting it on equal footing with luxury rivals BMW and Mercedes. A previous partnership with Prada for a limited-edition Genesis model failed to gain traction. "The Hyundai brand does not have a prestige perception. Adding Hermes and Prada to their cars doesn't solve this basic problem," says marketing strategist Jack Trout.
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