When the first-gen Hyundai Genesis hit US shores, it was an interesting moment for the automotive community. Many shunned a Hyundai that cost over $35,000 and others embraced it with arms wide open.
If my memory serves me correct, I believe we likened it to when Lexus first arrived on our shores. It was an all-new take that was impressive AND challenged the status quo. In other words, we dug it.
Now it's time for the second-gen car. And having seen what the brand is capable with cars like the jaw dropping Equus, we're excited to see what the Korean marque has in store.
It's clear on this go around that Hyundai will be focusing on performance. At least that's what this all-new commercial hones in on. Firstly, it's going around the world famous Nürburgring. And, secondly, it is sliding around corners, sideways.
It's interesting to note that the Genesis logo has a two word slogan: "Human performance."
I think the message Hyundai's sending is pretty clear — the Genesis brand will represent luxury performance.
More importantly, do you think the company is up to the task?