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A lot of folks may not be aware that Genesis is the luxury brand for Hyundai – or even that it exists at all.
Yet, one model – the G80 – is already selling better than one more well-known competitor. The G80 is outdueling the Audi A6 and it is giving cars like the BMW 5-Series and Mercedes-Benz E-Class a run for their money.
“We’re in a great position,” Erwin Raphael, general manager of Genesis, said to NBC News.
Hyundai Goes Upscale
Hyundai’s move into the luxury space started before Genesis became a brand, with the Genesis sedan and the Equus, but after deciding that Hyundai needed a separate brand to show off its luxury wares (and avoid turning off high-dollar buyers), Genesis is rolling.
Hyundai tried to make things easier on dealers by not requiring existing dealers to operate separate showrooms for Genesis, but now new dealers will be required to. While that sounds like a step in a positive direction, it won’t be cheap.
What is Genesis Doing for Hyundai? A Lot of Good
Yet, one model – the G80 – is already selling better than one more well-known competitor. The G80 is outdueling the Audi A6 and it is giving cars like the BMW 5-Series and Mercedes-Benz E-Class a run for their money.
“We’re in a great position,” Erwin Raphael, general manager of Genesis, said to NBC News.
Hyundai Goes Upscale
Hyundai’s move into the luxury space started before Genesis became a brand, with the Genesis sedan and the Equus, but after deciding that Hyundai needed a separate brand to show off its luxury wares (and avoid turning off high-dollar buyers), Genesis is rolling.
Hyundai tried to make things easier on dealers by not requiring existing dealers to operate separate showrooms for Genesis, but now new dealers will be required to. While that sounds like a step in a positive direction, it won’t be cheap.
What is Genesis Doing for Hyundai? A Lot of Good
