Hyundai announce new luxury car to rival BMW: Genesis Sedan

Hyundai announce new luxury car to rival BMW

Hyundai has unveiled its latest model, the Genesis sedan, which is an obvious entry into the luxury car market and a car that’s set to give BMW a run for their money. Hyundai first entered the American car market in 1986 and historically, the company has made its name manufacturing cheaper cars, so the new Genesis is quite a turnaround.


The Hyundai Genesis will be released in the US in early 2014. It’s set to be the first luxury Hyundai sedan to be sold in Europe, and Hyundai is evidently hoping that the car will boost sales and lead more American buyers towards their vehicles after a disappointing 2013 in the US market, which has already seen Hyundai’s share drop 0.2% from 2012.

For a company who have previously been associated with affordability, reliability, and practicality, Hyundai are making a bold move trying to compete with the likes of Audi and BMW. It’s going to take an impressive model to convince buyers that Hyundai can produce luxury cars alongside these brands; the Genesis needs to be a powerful, fast, sleek car in order to stand a chance.

There is no doubt that the Hyundai Genesis will represent a significant step up in quality and innovation from Hyundai’s past portfolio, though it is too early yet to say whether this car can give the South Korean company the boost it needs to remain competitive with western brands in the US market.