Hyundai Preps Move to Luxury Cars

Last week, Hyundai debuted its new Genesis sedan for journalists in Korea. While a version for U.S. consumers is still technically unofficial — expect to hear more on that later this month in advance of the Detroit auto show — company execs had no problem talking details about what American shoppers can expect.

The Genesis will start under $30,000 equipped with a standard V-6 engine. A V-8 engine will be offered as well, a first for Hyundai in the U.S. Even with a V-8, no Genesis trim level will top $40,000.

Hyundai makes no bones about the fact that this rear-wheel-drive sedan is aimed directly at Toyota’s Lexus division. While many buyers still think of Hyundai as the company that sold the Excel, Hyundai has had a streak of impressive, value-oriented releases of late, especially in the SUV and crossover market with the Santa Fe and Veracruz.

But will luxury shoppers seriously consider a Genesis over a Lexus ES?

Hyundai Takes on Luxury Market With Genesis Sedan (USA Today)