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I think their products are good enough to allow for them to move up from being a "value" luxury brand. It's what the market will bear. Plenty of luxury brand owners are brand agnostic and will go with their own "perceived" value. Once enough of them are commonplace, sheer volume will get people used to the brand and it'll be just another luxury brand like Infiniti, Acura, Lexus, etc. The Japanese were in the same position. The Koreans are just following those footpaths and I see nothing wrong with that. More competition is good for consumers.
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