There are two HSBCs. The US one and the non-US one.

The US version of HSBC was called Household bank before HSBC bought them. Household specialized in sub-prime and other banking services for low income customers, with service level to match.

The non-US version of HSBC has invested tremendous amount of money in marketing and infrastructure to promote the brand. But for some weird reason they kept the old Household people around to destroy any progress they made in US.