The EV transition is essentially a “clean slate” for them and gives them a window to make people move past the “cheap Korean car” stereotype. A once in a generation opportunity to redefine your brand, and it would be stupid to not double down.
They were already getting rid of the ‘cheap Korean car’ reputation well before their EVs. In Germany, they gained plenty of popularity with their new N brand and their very long warranty. And many here know that Biermann was responsible for the N brand who is widely known by car enthusiasts because he was in charge of BMWs M brand for a long time, tho he is retired now.
The EV transition is essentially a “clean slate” for them and gives them a window to make people move past the “cheap Korean car” stereotype. A once in a generation opportunity to redefine your brand, and it would be stupid to not double down.
They were already getting rid of the ‘cheap Korean car’ reputation well before their EVs. In Germany, they gained plenty of popularity with their new N brand and their very long warranty. And many here know that Biermann was responsible for the N brand who is widely known by car enthusiasts because he was in charge of BMWs M brand for a long time, tho he is retired now.