If Hyundai's efforts in North America to change its raiment from bargain basement to Mayfair are to succeed, success will be measured in sales of its new Genesis nameplate.
In February, the Fountain Valley, Calif.-based Hyundai Motor America will be in the Super Bowl to both tout the Genesis coupe and buff Hyundai's brand equity. Since the sedan version of Genesis went on sale in July, the company has sold 5,127 of the cars, including 1,151 of them last month. Hyundai Motor America's VP/Marketing Joel Ewanick says Genesis, as the new Hyundai "halo car," is meant to compete with the likes of BMW and Lexus and put Hyundai on equal terms with other top-tier auto brands.
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