Automobile Blog

Hyundai Enters the Luxury Battle with Launch of Genesis

Hyundai Motor Co. launched its new rear-wheel drive Genesis luxury sedan. A car the South Korean company sees as its ticket into the ranks of the world’s top-end automakers.

They have taken the first step in a tough challenge to dominate the world’s premium car market with the launch of its Genesis luxury sedan.

The release of the Genesis is likely to intensify competition between Hyundai and high-end foreign brands in the local luxury market. It comes equipped with a long list of state-of-the-art features.

The rear-wheel-drive sedan comes with either a 3.3-liter or 3.8-liter V6 engine, both of which boast power, fuel efficiency, quiet and durability.

It also features a six-speed automatic transmission, smart cruise control that uses radar to measure the distance of the car ahead to keep the Genesis at a proper distance, and adaptive headlamps that position the focus of the light according to driving speed and turn direction.

Hyundai said it aims to sell 55,000 of the vehicles this year, 35,000 at home and 20,000 in North America, China and the Middle East. It is targeting Genesis sales of 80,000 in 2009, with 45,000 of that total in foreign markets.

Hyundai plans to begin U.S. sales in June and in China in August, said company spokesman Jake Jang, who added it would begin running ads for the car in the U.S. around May.

The model will have a starting price of less than $30,000 in the U.S., even as it offers features comparable to $60,000 premium sedans, Hyundai Motor said in a separate statement.

The automaker plans to introduce the Genesis at the North American International Auto Show in Detroit on Jan. 13. The new 4.6-liter V8 Tau engine can deliver 386 horsepower on regular fuel, beating competitors’ performance, Hyundai said.