Hyundai Targets the Lexus Set

The Korean carmaker's new flagship sedan is named Genesis, and it heralds the recasting of an image from economy to luxury

You can't say Hyundai Motor doesn't have guts. When the company on Dec. 5 introduced its new flagship sedan, the Genesis, it parked the four-door next to BMW 5 Series and Mercedes-Benz E-Class models, then invited journalists to drive all three to compare their power and performance. "We've benchmarked the Genesis against German, Japanese, and U.S. luxury brands, and it performs either better or just as well," boasts Jerry Shin, a Hyundai quality control executive.

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