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Hyundai Launches New Luxury Brand
- Detroit Bureau, Wednesday, November 4, 2015 8 AM
Hyundai is formally entering the luxury car business. The maker has reversed course and now will launch a separate upscale brand called Genesis. Though it went upscale with the Genesis sedan a decade ago, it had not launched a separate brand because of costs and risks. The new Genesis brand will debut with two models, but plans call for the addition of four more by 2020. That list is expected to include one or more utility vehicles, as well as a sports coupe.
