Hyundai Ready to Let Genesis Fly

The Genesis car brand has grown up quickly.

Not long ago it was nothing more than a speck in the eye of its parent, Hyundai. Its early childhood was spent as the top model in the Hyundai range, then it grew into the new role of becoming its own brand while safely still living under its parents’ roof.

Now Genesis is already all grown up and desperate to leave the nest to try life on its own. Continue reading >>>

Too Late for Hyundai’s Genesis Brand?

Genesis_launch_hyundai

I have vague memories of the first time I heard the word “Lexus.” I wondered if a new car brand created by Toyota and given a funny name could actually compete with established juggernauts.

We all know how that turned out. Today Lexus is one the top-selling luxury brands in America and has established itself as a benchmark toward which other automakers strive.

It’s been 26 years since the birth of Lexus and now another new luxury nameplate will launch. Genesis, a brand to be launched by Hyundai, brings some of the same questions today that were asked of Lexus almost three decades ago: Can a mass-market automaker create a luxury brand able to successfully compete with the established companies?

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