Hyundai Hires Bentley Designers, Gets Serious About New Genesis Brand

Genesis-New-York-concept

Hyundai could have a major impact on the luxury car market.

That statement may result in eye rolls and thoughts of the Hyundai Azera and Kia Cadenza, which are both are great premium cars, but haven’t succeeded at making a dent in the sales of the top luxury players.

Things are changing, though. Luxury car sales are down so far this year, which may help Hyundai’s new Genesis luxury brand put up a fight against BMW, Lexus, Mercedes-Benz, and Audi.

Sound impossible?

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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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