Hyundai Motor Scion Ventures Into Luxury Cars With Genesis Brand

  • Genesis premium brand to be available in U.S. after Korea
  • Hyundai seen facing stiff competition in luxury car market

The 2017 Hyundai Genesis G80. Photographer: Andrew Harrer/Bloomberg

Hyundai Motor Co. Chairman Chung Mong Koo proved the South Korean automaker can build reliable, value-for-money cars by beating Toyota Motor Corp. and Volkswagen AG in benchmark U.S. quality surveys. His son now wants to show Hyundai can be synonymous with luxury, too.

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