We did not laugh when the first Genesis sedan arrived in 2008.
Why would we laugh at such a thing? It is our image of Hyundai being a mainstream automaker that used to make low priced cars with less-than-desirable quality and tepid performance. Though the company has reconciled by improving quality and employing a warranty to back that up, the image of Hyundai being more than a low-priced car line has never been completely forgiven by the consumer.
As the products improved, Hyundai's ambitions were raised. Why not sell a luxury car in our most important market? Why not, indeed!
The first Genesis sedan was indeed luxurious. It had an optional V8 with power equal to the Europeans and the Japanese. But, it did not go far to win over those same customers. How do you win them over? What will it take for a luxury car buyer to say "Hyundai" in the same sentence as...you name it?
It is by making a completely new car.
Enter the second generation Hyundai Genesis sedan! By taking the latest Fluidic Sculpture design language, and upping the ante in terms of equipment levels, active and passive safety and driving dynamics, the new Genesis has found new friends and advocates. It stands out even more. That alone will get a luxury car buyer to notice.
Has Hyundai cracked the luxury car code with this Genesis?
