Genesis is an interesting brand. Decades after Japanese automakers launched premium nameplates of their own, South Korea’s Hyundai decided to spin off one of its sedans into an entire luxury sub-brand in 2015. The resulting vehicles have been solid performers, representing excellent value for individuals in the market for something fancier. Genesis is building real luxury cars and working to differentiate those models from Hyundai Motor Groups’ mainstream products.
But it’s had to overcome plenty of obstacles. While Genesis’ product might be dunking on some of the other Asian luxury brands, achieving the same notoriety has been difficult for the fresh nameplate. The company also isn’t targeting Acura, Infiniti, and Lexus. Its sights are set on the Germans, with many vehicles already comparing favorably. But if Genesis is to become a serious rival, it needs to distance itself from the Hyundai and Kia models it traditionally shares a lot with — resulting in its very first standalone retail store in the United States. Read More >
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