Hyundai has high hopes for the next Genesis sedan in Europe. Only question is whether it'll attract enough luxury buyers.
When Hyundai unveiled the Genesis large sedan back in 2008, many people refused to believe the South Korean brand could successfully enter the luxury market. But over the past few years, the Genesis has proven to be a solid success as it has attracted (some) buyers away from brands like BMW and Audi. The Genesis, as a whole, was an affordable luxury sedan that was value-packed with high-end features. However, it was never sold in Europe as it remained in the North American and South Korean markets.
That's all going to change with the upcoming launch of the second-gen model, due to arrive later this year as a 2015 model. The new Genesis will once again be powered by the current car's 3.8-liter V6 or an optional 5.0-liter V8, but all-wheel-drive will also be offered – something vital for many European buyers. But despite Hyundai's often perceived image as a budget brand, the automaker is well aware of the fact that it has "to overcome the challenge of competing with established European brands. We expect the Genesis to play a crucial role in improving our brand recognition," according to a Hyundai source.