The surge in growth this century of the Hyundai Motor Group (HMG) means it is now the world’s third largest car maker, behind only Toyota and the Volkswagen Group.
The third brand in HMG alongside Hyundai and Kia is premium newcomer Genesis, and “there is unwavering belief [within HMG] that it will be very successful,” says Ashley Andrew, Genesis UK managing director. “Then you’re just discussing the when and the how.”
Strong stuff, yet as the likes of Infiniti, DS and probably even Lexus will testify, launching a premium brand is about as tough a test as you can get in today’s car industry, particularly in Europe.
By
