BREAKING: 2015 Hyundai Genesis Officially Begin At Only $38,000 - Priced Right Against The New Breed Of German Sedans?

The people shopping for entry level German luxury brands aren't buying because they want a car, they're buying the brand.

Hyundai could knock another $5000 off and they would only draw customers who are looking at Sonatas.

You are spot on with your assessment. Most German buyers could care less if they are buying a car that is not reliable or is charging an excessive premium...because they want the perceived prestige of saying they own a Bimmer or Mercedes.

38K for a Genesis ahahahhahaha must be April Fools

I thought 2014my genesis msrp was already high..

The majority of Genesis sales will not come from the "Ultimate" trim, especially not at that price. Yes, it all looks great on paper and the new Genesis is a handsome sedan, but agreed that it will be small percentage of buyers who will cross shop these cars. Until Hyundai builds a reputation inline with Lexus, it just won't happen. And, even today, model for model (IS to 3/C, GS to E/5, LS to S/7), Lexus can't compete with Mercedes or BMW, not really even close. If anything, the Genesis gives shoppers of higher-end Accords, Camry's, Altimas, an alternative to spend a few extra thousand on a lower-trim Genesis vs. the Avalon or Maxima.

Also, notice they don't compare fuel economy? LOL

You people are smoking crack other than the honest answer those owners buy for name and ego. I worked at a hyundai dealership and obviously you're still closed minded about the Genesis. Hands down better than an ugly Avalon, and not even close to same class as accord, altima or camry. The features and content are stacked. I watched many german and lexus owners trade in for the genesis and equus. It takes time to build the name up but it is certainly working and they are on the right track. No one expects to beat them at their own game after only offering a luxury car for 5 years, but they're doing the right things. They stole designers and engineers from all of those companies.

I'm a former Mercedes owner having had an S Class, SL & a CLK Sport Convertible. Only a fool would be so ignorant and smug as to buy a car for the medallion on the hood. Once you drive a Hyundai Genesis you will be shocked & dismayed as you witness your world collapse. I have already bought the Genesis 5.0 Ultimate and it's a far better road car than the Mercedes S Class for $25k less I just gave to my brother. Wake up and smell the new roses!

I woke up and smelled the roses. Genesis is a wake up call for Japs, that's for sure. Germans can care less (for now)