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If the 2009 Hyundai Genesis was a shot across the bow of Lexus and Infiniti, then the 2015 Genesis 5.0 is a torpedo hit below the water. While BMW and Mercedes didn’t seem overly concerned about the last generation Genesis, this 2015 model should make them very worried indeed.
From the outside, the Genesis (in all trims) strikes most of the right cords with luxury shoppers that prefer flowing lines to sharp creases. While previous products from Korea have been more imitation than innovation, the Genesis both deviates from the theme yet clearly draws inspiration from the rivals.
Of course the ultimate question is: can Hyundai convince luxury car buyers that they can get most of the same goodies on a $50K Hyundai as a $70K German or Japanese sedan? Even if that hurdle can be jumped, will the brand conscious think twice? To those adventurous car shoppers who manage to look beyond brand perception, they will find a car maker with the best warranty in the industry making reliable cars with a dollop of style and a ‘whole lotta’ value. What kind of buyer are you? Are you buying that LS460 because it carries a $70,000 price tag, or because you like the way it coddles you? Are you buying the BMW for the roundel or for the 0-60 time? I would posit the Hyundai does all the above minus the badge. As a result the Genesis is my new favorite car for 2014.
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