Hyundai Motor Co just revealed it wants to launch its new Genesis sedan in Europe next year, rivaling the offers from German premium brands such as BMW and Mercedes on their home front.
The South Korean automaker has managed to outperform the overall European market thanks to its great value small-car models like the i30. The automaker is now trying to move away from the established image as a value-for-money brand – with the addition of its first large sedan .
“We have to overcome the challenge of competing with established European brands,” Hyundai said in statement. “We expect the Genesis to play a crucial role in improving our brand recognition.”
Hyundai unveiled the first rendering of the new Genesis sedan yesterday, before its expected public debut set for the 2014 Detroit Auto Show – the first major refresh of the premium sedan in nearly six years. The world’s fifth-biggest carmaker when taken together with its Kia Motors Corp subsidiary now aims to reveal the car in South Korea next month, followed by reveals in the United States and other countries in 2014.