Mark_888
Registered Member
- Joined
- Jan 9, 2009
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- Genesis Model Type
- 1G Genesis Sedan (2009-2014)
When they first introduced the Genesis (and later Equus) to the USA market, their stated strategy was to use these cars to "build the Hyundai brand image" in the USA, which is still suffering somewhat from the disasters of the late 1980's. Although their image is rapidly improving, about 5 years ago they noticed that a significant number of Camry and Accord buyers never even considered (or looked at) a Sonata.Going down to only having one emblem to replace is making progress. I guess they need some identification beyond the model and are probably proud to show its is a Hyundai to all.
In Korea (and other markets outside of North America) the Genesis is sold as the Genesis BH380, Genesis BH500, etc with no mention of Hyundai (sort of like Lincoln is made by Ford but has its own brand name).