Samsung Executives to Ride in Lexus

In a change in policy, Samsung Electronics has provided luxury Lexus sedans to seven of its presidents. The Lexus replace Hyundai Motor’s Equus sedans.

Samsung Electronics said provision of luxury sedans to top rank executives follows a promise by Samsung Group chairman Lee Kun-hee that he would treat his executives on the same footing with their counterparts in top-tier global multinational corporations.

According to one sources, Samsung Electronics decided to purchase Japanese brand cars taking into account the fact that our major Japanese business associates have purchased Samsung’s products on a massive scale

Top executives of other Samsung Group affiliates are also expected to replace their sedans with latest foreign offerings later this year.

Until last year, the Samsung Group has provided executive vice president and above level executives with Equus, the most expensive model produced by Hyundai Motor, and SM7 to senior executives with ranks above vice president.

Samsung head, Lee Kun-hee currently rides in the Daimler Chrysler flagship Maybach 62, an ultra-luxury sedan. Chairman Lee's wife Hong Ra-hee owns Audi A8.

Samsung Electronics vice chairman Yun Jong-yong uses Mercedes-Benz S500 provided by the company and Lee Hak-soo, vice chairman of Samsung Group'’s corporate restructuring office, rides Audi A8 4.2 Quatro.

Maybach 62, which has a price tag higher than the Rolls-Royce’s new Phantom, is the most expensive passenger vehicle available in Korea so far.

Some thoughts:
Another reason why Samsung has moved to Lexus is status. To many, Lexus is of higher status( and cost) than Hyundai's top cars.
Two, Hyundai luxury line (not available in the U.S.) has seen its market share erode in Korea with the entrance of Lexus, and the European luxury lines.