In the beginning, there was Genesis. But even as its second-generation luxury sedan begins rolling into showrooms, Hyundai is looking at its options for expanding its presence in the luxury car market, the maker’s top U.S. executive told TheDetroitBureau.com. And one very strong possibility will be to take on the vaunted benchmark of the compact luxury segment, the BMW 3-Series.
But it has already ruled out several possibilities and Hyundai Motor America’s new CEO Dave Zuchowski cautions that there’s a limit to how many new upscale models it plans to put in its showrooms. Despite the higher profit potential of cars like the Genesis and even bigger Equus, he stressed, Hyundai isn’t walking away from its traditional “value” segment focus.
“Genesis is our halo vehicle,” said Zuchowski, during an interview in Phoenix following a media drive of the 2015 luxury sedan. “It elevates our brand and says we can compete with the best in the world. But Genesis is all about image and prestige and the Sonata is all about volume,” the new CEO stressed, referring to the next-generation midsize sedan due to follow later this year.