Hyundai is planning to start selling its new Genesis large sedan in Europe in 2014 as part of attempts to challenge the home advantage of luxury brands BMW, Mercedes-Benz and Audi. The South Korean carmaker said that the Genesis will be its first premium sedan sold in Europe, where it is trying to get rid of its image as a value-for-money brand.
Hyundai said in a statement that it has to overcome the challenge of competing with established European brands. The carmaker said it expects the Genesis to play a crucial role in improving Hyundai’s brand recognition.
Hyundai recently revealed the rendering of the new Genesis, which is actually the car’s first major overhaul in almost six years. Hyundai is planning to launch the new Genesis in South Korea in November, with further rollouts in United States and other countries to follow in 2014.
Hyundai currently does not offer any premium vehicle in Europe, where the dominance of European brands has left even Japanese premium brands Lexus and Infiniti scrambling for money. Hyundai considers the US and South Korea as vital markets for the Genesis, which sells in smaller numbers than the Sonata and Elantra cars but earns higher margins, according to analysts.
Hyundai and affiliate Kia managed to nearly double their combined market share to 6.1 percent in 2012 from 2008 by offering stylish affordable cars with generous warranties. While Hyundai-Kia has seen sales drop 0.7 percent in the first nine months of 2013, their performance is still better than the overall market, which declined 4 percent.
The brand-new 2015 Hyundai Genesis communicates a genuinely present-day design through its distinguishable exterior styling with a smooth, premium appearance. Evoking a sophisticated vibe, the design cues convey a fresh Hyundai family aesthetic: straightforward and symmetrical design with polished fluidic components. The design highlights the current Hyundai image, with a stunning hexagonal front grille as a key geometric component, a dynamic crease accent gliding along the flanks of the vehicle, and a dynamic rear design.
Design surfaces exhibit a kinetic sophistication, depending more on the huge body segments than surface details to produce dramatic forms. Proportions convey a long dash-to-axle length, elongated wheelbase and shorter overhangs than its former make. These sizes unmistakably deliver the performance rear-drive configuration underneath the sheetmetal.
The single-frame 3D-hexagonal grille guarantees the front end of the brand-new Genesis is not only stunning, delineated in semi-gloss chrome, but also covers accessible HID headlamps, LED indicators and fog lamps. In profile, the Genesis daylight opening is more dramatic, with fluid lines and mixed surfaces, a smooth C-pillar helping to accentuate the energetic styling. The rear of the brand-new Hyundai Genesis profits from a sculptural aesthetic with jeweled, full-LED taillamps.
The cabin format of the new Genesis has been created to benefit all occupants with a roomy, comfortable environment. The simplification of the switchgear and instrument panel guarantees an ingenious layout and open feel. This user-centric layout has looked to connect the different interior parts efficiently, especially the center stack with the console, upper-instrument panel and B-pillar with the headliner.