Korea continues to move upscale. Hyundai's recent launch of the new Equus is another example.
Last week when I was in Korea, I met with 2 American colleagues visiting Seoul for the first time. It quickly became apparent to my friends that Korea was very upmarket. I explained that premium and lux brands did well. In fact, I stressed that to do well in Korea one needed to brand their company and services as upscale and upmarket.