Hyundai's commissioning of Hermes to create three exclusive Equus Cars has a broader purpose than to simply increase its publicity. "The model is aimed at improving brand image,” states Cho Won-hong, Hyundai’s chief marketing officer.
Hyundai is currently the fifth of the world's top-selling car brands and has now decided to appeal to a more high-end market. Using the Hermes association as a branding tactic, Hyundai is audaciously competing against luxury auto brands such as BMW and Mercedes. This isn't the first time fashion has mixed into the automobile industry. This year, Roberto Cavalli is also being commissioned to create a luxury MINI Paceman for the upcoming Life Ball.