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Hyundai's New Genesis Brand Set to Rival Luxury Kingpins

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On: Wed, Aug 3, 2016 at 2:40PM | By: Gary P Garry

Hyundai's New Genesis Brand Set to Rival Luxury Kingpins

The automotive landscape in the United States has certainly changed a lot of over the last 30 years or so. Technological innovations, including increased fuel efficiency, are part of this evolution. These are positive steps, but there are some changes that could be described otherwise. For example, there is the shifting of the manufacturing base that has impacted the American middle class. The massive incursion of imported vehicles absolutely transformed the playing field. Companies like Toyota, Nissan, Honda, and Subaru became ubiquitous on American roadways, and American stalwarts like Oldsmobile fell by the wayside. Plus, the remaining American automobile manufacturers transitioned away from manufacturing facilities on our home soil.

Hyundai is one of the Asian car companies that has replaced some of the domestic brands; they started selling cars in the United States in 1986. For many years, they had a reputation for very poor quality motor vehicles. However, just before the turn of the 21st century, they recognized the fact that they needed to transform their image if they were going to be successful. The leadership was changed, and they placed an emphasis on improved quality. They wanted to establish Hyundai as a truly world-class automotive brand. At that time, they made a stand with regard to their commitment to their products, and it resonated with the public. They offered a 10-year or 100,000-mile guarantee, and initiated an aggressive marketing campaign to spread the news. The makeover had a decidedly positive effect on sales.

There is some big news coming out of the Hyundai camp with regard to 2017 model year releases. The company is establishing a stand-alone brand that they call Genesis. They have been offering a model under the Hyundai name called the Genesis, but this new division is a beast of its own. The company will manufacture and market luxury cars. These vehicles are intended to compete with offerings from seminal luxury car manufacturers like BMW, Mercedes, Lexus, and Audi. In this first model year, the standard bearer for the Genesis brand will be the full-size G90 sedan. All-wheel-drive will be available, and consumers will have a choice between a six-cylinder and an eight-cylinder engine. Of course, all the electronic bells and whistles are going to be offered, and the interior is reported to be comfortable, well appointed, and luxurious.

It sounds and looks like a very nice car. I'm not sure that people will assign the same status to Genesis owners that they assign to Mercedes drivers any time soon, but time will tell.


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