2011 Hyundai Sonata GLS: Purchase Consideration
November 30, 2010
"Purchase consideration" is what guys say when they're trying to be smart about why some cars sell and some cars don't. What they're trying to say is that you've got to be on the list in order to get chosen.
All of us experience this when some non-car person asks you about some car they want to buy. It's like having your own personal focus group. People just walk up to you and tell you about cars they're thinking about. You learn a lot just from the list they have.
Just last weekend, I had someone at a Thanksgiving dinner ask me about the Hyundai Sonata. Totally a non-car person, as far from an early adopter as can be. This is totally not news except for the fact that I can remember when anything with the name Hyundai was not on the list - not a good list, anyway.
There's lots of talk by smart people about sales trends in the automotive industry and the Korean automakers always get a friendly mention about their improving results. I'd argue that the big breakthrough has come and that the Koreans are now front-rank players. It doesn't matter what kind of car you mention, there's a Hyundai or a Kia on the list.
I'm not sure you can say this about any other car brand in America, even formerly gold-plated ones like Honda and Toyota. In my own private focus group, the big news is that everyone -- and that means totally everyone -- is willing to talk about buying a car from Korea. And this makes Hyundai and Kia the most important car companies in America.
Now every other car-maker in America has to start figuring out what is it about Korean cars that puts them on the list.
Michael Jordan, Executive Editor, Edmunds.com @ 10,532 miles