If a 300-plus horsepower V8, rear-wheel drive, a 6-speed automatic transmission and radar cruise control don't sound like something you'd find at the local Hyundai dealership - well, you don't know the new Hyundai.
The Concept Genesis that Hyundai unveiled at the New York Auto Show today puts the rest of the auto industry on notice - this company ain't just about inexpensive economy sedans and SUVs anymore. Aimed squarely at luxury cars like the 5 Series and E-Class, the production version should be priced closer to the Chrysler 300 , meaning around $30,000.
Breaking out of your "assigned" market in the auto industry isn't easy, and it isn't always successful (did someone just say "Phaeton"?). But if you build a solid product and offer it at a highly competitive (or just plain cheap) price, buyers will materialize (did someone else just say "LS400"?). I think the Genesis will prove more like the Lexus than the Volkswagen in terms of its success. We'll know soon enough....
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