The Korean carmaker Hyundai began in the industry as a value brand without a line of up-market products, but it has demonstrated in the past few years that it could go up the ladder with efforts like the Azera and Veracruz.
With the introduction of the Genesis sub-brand, this became abundantly clear, showing that Hyundai is capable of doing full-blown luxury vehicles, with the Genesis ultimately becoming a model lineup on its own, just like the Lexus of Toyota. The carmaker didn’t want its dealers to cash out $5-10 million on new showrooms to sell a whole new brand; instead it opted to sell the Genesis at existing Hyundai dealership, but removed from the rest of the lineup models. Although the Genesis line is new at this time, it however holds a lot of potential.
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