With all of the current players in the luxury car game: BMW, Lexus, Mercedes Benz, Cadillac, Audi, Infiniti, Jaguar, (Acura, Lincoln, Buick?). There is no more room for a new brand to thrive.

Sales figures for Luxury Marks YTD of what I could find:

Audi: 141,048

Acura: 149,685

BMW: 271,891

Cadillac: 164,378

Lexus: 239,090

Infiniti: 103,223

Mercedes: 298,509

Jaguar: 15,408

Hyundai Genesis: 29,050

Hyundai Equus: 3,226

For some reason I can't comment on my own blog right now, but can you find the Genesis and Equus sales numbers? Thanks!

RightFootDown, welcome to the party, but how are Acura and Infinity doing now? This isn't the '90s any more, could there be any room for sales of a new luxury brand that isn't exciting and different like Tesla?

My thought is this, if they do create a new brand, it will not last long unless it can bring something new to the market that is not just low price and great warranty. Until they can, they should just keep selling them at the Hyundai/Kia dealers, and actually sell them with Hyundai/Kia badges all around and stop pretending that they aren't, because that alone would make them stand out from the crowd.

As far as three brands compete internally, how did that work out for Ford, and GM? Ford was to Mercury, like Chevy was to Olds, Buick, and Pontiac, just like Hyundai is to Kia. Yes, Hyundai's and Kia's have different body panels, but they are the same underneath. If they need another brand just for luxury, why not brand the higher up cars as Hyundai's and use Kia as the mainstream?

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3,226 sales for the Equus. Wow, that is impressively low. There is no way to justify a new brand for that. Do you actually think that a new brand would bolster those numbers?