Hyundai courts brand prestige with Hermes model makeover

Newswire

* Previous branding effort with Prada flopped * Korean carmaker trying to shed value-for-money image * Hyundai trying to compete at home against BMW, Mercedes By Hyunjoo Jin SEOUL, March 28 (Reuters) - South Korean carmaker Hyundai Motor Co hopes a touch of Hermes will make its priciest sedan as desirable as the French retailer's exclusive handbags and catapult its cachet into the same league as luxury European rivals. ...

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