South Korea’s Hyundai Motor Co launched its first new sedan under the premium Genesis marque in Seoul on Friday, hoping to cement the brand’s place in the luxury segment and make up for its lack of a strong SUV line-up.
Starting from $33,000, the sporty four-door offers bang for the buck as it takes on rivals including affiliate Kia Motor’s Stinger sedan and BMW’s 3 series.
Hyundai has said the Genesis line-up will grow to six by 2021, with the addition of two SUVs and an electric vehicle.
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