Genesis arrives as a brand in its own right
Hyundai launched its first upper luxury car the Genesis late in 2014 – a car offering enormous value and a car that greatly lifted the perception of the Korean brand. Many early sales were to hire car companies for the Hyundai Genesis offered a degree of class at a far more affordable price.
Interestingly, many hire car companies replaced the Hyundai badge on the boot with the winged Genesis badge for more prestige. Genesis will now become Hyundai’s luxury brand in its own right later this year in a dedicated Sydney factory-owned dealership coinciding with the launch of an updated and rebadged Genesis G80 sedan and a new mid-sized G70 model. These sedans will be joined by two Genesis SUV’s in the next few years. The current Hyundai Genesis may not offer the badge cachet of the established German upper luxury sedans but several owners I know report exceptional service – one can only imagine then that as a standalone brand Genesis will begin to take sales from the established competition. I’m David Berthon
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