HISTORY has taught us to never underestimate Hyundai’s ability to deliver on its ambitions. This has never been truer as I ponder the future of the Genesis brand in the premium automotive market, a segment I know well from my time heading up Infiniti for Nissan.
Broadly speaking, the global car market is divided into four tiers: entry (Dacia, etc), mass (Ford, etc), premium (BMW, etc) and luxury (Rolls-Royce, etc). There are few examples of brands moving up a tier, although plenty have been relegated. Past performance teaches us that it’s a gargantuan challenge to create a truly mass-market premium brand.
The history books are peppered with failed attempts. Whether it be Lincoln, Cadillac, Acura, Infiniti, Maserati, or even Lexus, none has achieved the cachet of BMW or Mercedes. The closest,…
